Former Volkswagen (VW) and Ford executive, Laura Soave has been assigned the task of reintroducing Fiat to North America. Soave did a great job with the 50th Anniversary Barbie New Beetle, so the Chrysler Group saw this as a great opportunity for to take on the 37-year old.
We have to remember that Soave has done much more than building up hype for the limited edition Beetle — she was the VW head of advertising and communications and held down a number of positions at Ford Motor Co.
Laura Soave’s first job will be the introduction of the Fiat 500 in the US, if she has as much success as she did with the Beetle — then Chrysler would have made a great move. We are not going to lie to you and say that this will be easy for her, the Fiat brand is not that known in North America — so will take some persuading to get the brand awareness out there. For the full press release visit Autoblog