A New Leader for Fiat

Stellantis, the automotive company that resulted from the merger of Fiat Chrysler and PSA Group, has named Aamir Ahmed as the new leader of the Fiat brand in North America. Ahmed, a former marketer at Fiat Chrysler who went on to work for Amazon and Harman International, will assume the responsibility effective immediately.

Fiat’s Struggles in the U.S.

Ahmed will take the helm of a brand that has struggled to gain momentum in the United States. Currently, the company only sells the 500X in America but plans to reintroduce an electric version of the 500 in 2024. Fiat’s global CEO, Olivier Francois, has publicly stated that the Italian automaker has no grand volume ambitions for the 500e and does not plan to expand its product portfolio further.

A North American Unit to Provide “Cool Mobility Solutions for All”

Stellantis has tasked Ahmed with heading a North American unit dedicated to providing “cool mobility solutions for all.” The company stated that Ahmed has extensive experience and a deep understanding of customer and technology needs, and will benefit the eco-friendly and stylish Fiat brand.

A Career Spanning Automotive and Technology

Ahmed first joined Stellantis in 2011 and had roles involving Uconnect and connected services, as well as SRT product and brand marketing. After leaving in 2017, he spent four years in sales at Harman and 15 months as Amazon’s North American head of partner marketing for Alexa Auto.

Challenges for Fiat in the U.S.

In contrast to its success in other parts of the world, Fiat has struggled to make an impact in the U.S. market. The company returned to the American market in 2011 after a 27-year hiatus, with a focus on youthful energy that resulted in more than 40,000 annual sales from 2012 to 2015. However, Fiat has failed to replicate that level of success in recent years, with sales peaking at 46,121 in 2014 before declining sharply.

Fiat’s Global Success

While Fiat has struggled to make an impact in North America, the brand has been a volume leader for Stellantis globally. The European variant of the 500e, known as the New 500, is among Europe’s top-selling electric vehicles.

Excitement for Ahmed’s Appointment

Mark Stewart, Stellantis North America COO, expressed excitement for Ahmed’s appointment in a statement, saying “Aamir is back where he belongs and at the right time, leading Fiat on its electrification path here in North America. We’re excited for him to hit the ground running.”