Santo Ficili, recently appointed CEO of the Alfa Romeo and Maserati brands, has chosen Cristiano Fiorio to head up marketing and communications forAlfa Romeo on a global scale. A strategic choice that highlights the importance the brand places on the renewal initiated by emblematic projects such as the 33 Stradale. A look back at this appointment and Fiorio's career.
A strategic choice to support Alfa Romeo's vision
Taking over the reins of global communications at Alfa RomeoCristiano Fiorio has been entrusted with a key mission: to strengthen the brand's international image while paving the way for future models. His appointment is no accident.
Cristiano Fiorio is no novice to the automotive world. His career at Stellantis and previously at Fiat Chrysler Automobiles (FCA) testifies to the marketing and communications expertise forged over the years. Since 2013, he has held strategic positions such as Head of Cross-Brand Communication Services and Head of Group Brand Promotion. He has also overseen major launches, such as the electric Fiat 500, and took charge of the Alfa Romeo Racing F1 program in 2021.
The 33 Stradale: a flagship project and a new era for Alfa Romeo
Fiorio's appointment comes at a time of renewal for Alfa Romeo. The 33 Stradale, unveiled a year ago, a project piloted by Fiorio, was the symbol of this new era. Inspired by the legendary Tipo 33 of the 1960s, this supercar combines sensual design and extreme performance.
At the helm of the 33 Stradale project, Fiorio has breathed new life into an icon of the past, marking Alfa Romeo's return to the world of bespoke vehicles after more than 50 years. A true automotive masterpiece, the 33 Stradale symbolizes the excellence of Italian design. With this supercar, Fiorio showed that Alfa Romeo could compete with the biggest luxury brands, while retaining its unique DNA.
A key role in Alfa Romeo's future
By entrusting global communications to Cristiano Fiorio, Santo Ficili is counting on a man who can unite people around Alfa Romeo's vision. With a range in full transformation the new Junior and the launch of the Stelvio SUV next year, the stakes are high: strengthen the brand's appeal on world markets while cultivating its image as a premium manufacturer.
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Communication is all very well, but what counts in the end is the reality of the product. Your mission, if you accept it: "to promote the excellence of Italian design and the vision of Alfa Romeo as a global, premium manufacturer, with the same technical components as Peugeot, Jeep, Opel, Fiat and other DS...". Mission Impossible?