SHERIDAN, WYOMING – December 10, 2025 – Alfa Romeo is reshaping its global brand narrative with the appointment of Eugenio Franzetti as its new Responsible for Marketing, bringing a blend of motorsport passion, premium-brand expertise and bold communication style that promises to resonate deeply with car lovers around the world.
A new storyteller for an iconic Italian brand
For fans, Alfa Romeo is more than a badge – it’s an emotional mix of passion, performance and unmistakable Italian flair. With Eugenio Franzetti stepping into the marketing lead role, the brand is clearly doubling down on that identity. Reporting directly to Alfa Romeo CEO and Maserati COO Santo Ficili, he takes over from Cristiano Fiorio, who moves to Maserati to lead Marketing while continuing his role as General Manager of BOTTEGAFUORISERIE.
Eugenio arrives with a résumé shaped by some of Stellantis’ most style-led marques. His career spans communications, sales and motorsport, giving him a 360-degree view of how a performance brand should feel – on the street, on the track and across every digital touchpoint. For Alfa enthusiasts, that means marketing designed not just to inform, but to inspire.
From racing paddocks to premium showrooms
Franzetti’s background reads like a tour of contemporary European car culture. He has served as Communications and Competitions Responsible for Peugeot Italy, helmed Communications for DS Automobiles, Citroën and Peugeot in Italy, and later led Sales for Citroën Italy before taking on the global Communications mandate for Peugeot.
He then moved into premium territory as Managing Director of DS in Italy, followed by his role as Responsible for DS Performance, where motorsport, electrification and style meet. Most recently, he took charge of Lancia’s Competition Department – a role he will continue on an interim basis – working with Stellantis Motorsport to elevate another legendary Italian name in the eyes of fans.
This mix of competition and communication is particularly relevant for Alfa Romeo, a brand whose racing heritage is central to its appeal. Under Eugenio’s guidance, you can expect motorsport stories, design icons and new launches to be woven into a more cohesive, emotionally charged global message.
Leadership endorsement with a clear direction
Santo Ficili, CEO of Alfa Romeo, underlines how strategic this appointment is for the brand’s next phase:
"I am delighted to welcome Eugenio to the Alfa Romeo team. His extensive experience in global automotive marketing and his deep understanding of premium brand dynamics will be invaluable as we continue to strengthen Alfa Romeo’s international positioning. Eugenio brings a proven track record of driving brand desirability and customer engagement through innovative strategies and bold storytelling. I would also like to sincerely thank Cristiano for his outstanding leadership and vision over the past years, during which he made a significant contribution to the brand’s growth by successfully leading projects in F1, model launches such as the 33 Stradale - the brand's return to the world of custom-built cars - award-winning advertising campaigns, targeted communication strategies, and key partnerships.”
This is not just an internal shuffle; it’s a signal that Alfa Romeo wants to stay visible on the world stage, from Formula 1 roots to ultra-exclusive halo models like the 33 Stradale.
Editorial extra: Quick Q&A – What this means for Alfa fans
How does this appointment affect everyday drivers?
Expect more emotionally rich campaigns, clearer product stories and a stronger focus on what makes Alfa Romeo special to own and drive – from design details to driving dynamics and heritage.
Will motorsport remain part of Alfa Romeo’s image?
Given Eugenio’s ongoing involvement with Lancia’s Competition Department and his DS Performance background, racing and performance storytelling are likely to remain an important part of the Alfa narrative.
What about Alfa’s premium positioning?
His experience with DS and premium-focused communications suggests a continued push towards high-end, design-led, technology-rich models, presented with a refined, aspirational tone.
A global vision with Italian heart
For his part, Eugenio Franzetti sets the tone with a message that will resonate with Alfisti worldwide:
"I am honored to join Alfa Romeo, a brand that embodies passion, sportiness and Italian spirit. This is an exciting moment in the brand’s journey, and I look forward to working with the team to further elevate Alfa Romeo’s global presence. My goal is to build on its unique heritage while embracing innovation and new ways of connecting with our passionate community worldwide. Together, we will continue to tell the story of Alfa Romeo in a way that inspires and engages enthusiasts across every market."
As Alfa Romeo steps into its next chapter – balancing electrification, performance and a premium experience – the marketing function becomes the bridge between that strategy and the people who love the brand. With Eugenio Franzetti at the helm, fans can expect a more cohesive story, richer experiences and new reasons to fall in love with the Biscione all over again.
Learn more about Alfa Romeo’s latest news and model range through the brand’s official website.
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