Stellantis consolidates Fiat, Abarth and Lancia under one European marketing and brand chief

Stellantis has merged leadership of Fiat, Abarth and Lancia and added European marketing responsibility into a single role. Arnaud Belloni will lead the three brands and act as Stellantis chief marketing officer for Europe, reporting to Emanuele Cappellano, chief operating officer for Enlarged Europe. Olivier François will support the handover until mid-October and then move to a strategic adviser role within the company.

Bringing brand management and regional marketing together creates a single decision point for product positioning, dealer communications and Europe-wide marketing strategy. For franchised dealers, that means a closer alignment between how the three brands are presented, the customer messaging they receive and the regional campaigns that support retail activity.

Belloni returns to Stellantis after previously spending 16 years with its Italian and French brands. His career includes:

• Roles at Volkswagen Group France and Škoda product and supply management, later becoming Škoda's French marketing director.
• Moving to Fiat in 2004 as Fiat and Lancia brand marketing director for France and becoming managing director of Lancia France in 2006.
• A 2011–2015 stint in Shanghai as Asia-Pacific vice-president of marketing for Fiat Chrysler Automobiles' portfolio.

• Returning to Renault Group in November 2020 as global chief marketing officer and later adding chief branding officer responsibilities, overseeing brand repositioning and initiatives such as the revival of R4 and R5 nameplates and the rollout of E-Tech and Renew sub-brands.

Stellantis view and immediate impact Emanuele Cappellano commented: "We are delighted to welcome Arnaud back to Stellantis. His global perspective, creative leadership and deep knowledge of our brands will be invaluable assets, as we strengthen marketing across Europe and shape the next chapter for Fiat, Abarth and Lancia." Stellantis framed the move as a way to strengthen marketing across Europe and shape the future direction of the three dealer-facing brands.

Practical implications for dealers and marketing teams

• Expect more coordinated European campaigns for Fiat, Abarth and Lancia, with a single senior leader shaping messaging and positioning.
• Product launches and customer communications for the three brands may reflect unified strategic priorities set at the European level.