Fiat has all but faded away in the U.S., but it has a new North American leader whom parent company Stellantis has charged with "providing cool mobility solutions for all."
Fiat could use that cool factor when it reenters the U.S. electric vehicle race in 2024 with the 500e, a model that analysts say can open a pathway to success for a brand that has struggled with lackluster sales in the country for years.
The stage is set for Aamir Ahmed, a former Fiat Chrysler Automobiles marketer appointed to head Fiat's North American operations last month. Ahmed left FCA in 2017 to work for Harman International and Amazon. Ahmed succeeds Larry Dominique, who had been leading Fiat in addition to his role as senior vice president for Alfa Romeo in North America.