IMG takes the wheel at Fiat

Licensing agent will steer brand extension programmes for remaining FCA Group car brands not already under its remit: Fiat 500, Alfa Romeo, Lancia and Abarth

Written by Rhys Thomas

Posted 18.06.2019 | Lifestyle

IMG takes the wheel at Fiat thumbnail

IMG has been appointed by FCA Italy S.p.A. and FCA Group Marketing S.p.A. to manage global licensing for its Fiat, Fiat 500, Fiat Professional, Alfa Romeo, Lancia and Abarth brands.

The partnership now sees IMG representing the entire FCA Group, already being the licens ing agent for its US-based brands Jeep, Ram, Dodge and Chrysler.  

“We are delighted to be working with these world-renowned Italian brands – each rich in heritage, individual identity and popularity,” says Bruno Maglione, President of Licensing, IMG. “We see great opportunities to leverage the strengths of this compelling brand portfolio and their diverse brand profiles.”


IMG will focus on growing the Italian automotive brands’ presence internationally through a range of licensed categories from toys, video games and collectables to broad-based brand lifestyle programmes and technical products.

The collaboration also includes management of the Fiat, Fiat 500, Fiat Professional, Alfa Romeo, Lancia and Abarth brands’ existing licensing programmes globally.

Cristiano Fiorio, Head of Brand Communication, FCA EMEA region, ays: “We selected IMG after in-depth and thorough research, because they were able to interpret, envisage and foresee the importance of growing brand extension, while being rigorous on the protection of the brands’ identities and values. They have been able to create a sustainable business plan, and at the same time demonstrate how to sustain brand equity.”

IMG intends to take a region-by-region approach to developing and extending each of the brands’ licensing programmes through a international team led by IMG’s Milan office.


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