De Meo, 40, replaces Antonio Baravalle, 42.
De Meo will keep his job as chief marketing officer of Fiat group, a job he started in September, as well as the position of Abarth CEO.
Before that he was CEO of the Fiat brand.
In his current position, De Meo has marketing responsibility for Fiat Group Automobiles’ six brands — Abarth, Alfa Romeo, Fiat, Fiat Professional LCVs, Lancia and Maserati — plus heavy truck maker Iveco and farm equipment maker Case New Holland.
“The commitment, passion and determination with which Luca De Meo faces great challenges is the best guarantee for Alfa Romeo’s relaunch plan and the development of marketing activities across all Fiat Group brands”, Fiat Group CEO Sergio Marchionne said in a statement.
Even before taking over the brand, De Meo had been playing a key role at Alfa.
“One of De Meo’s duties is to take an out-of-the-box approach to Alfa’s US return,” Fiat group CEO Sergio Marchionne told
Alfa resumes sales in the US in 2009. It exited the market in 1995.
De Meo faces a big challenge. Alfa’s 2010 sales goal is 300,000 cars, up from an estimated 152,000 this year.
Baravalle will stay with the company until January, at which time he will become CEO of Einaudi, a book publisher owned by Italy’s Mondadori media group.
“I thank Antonio Baravalle, who always worked with intelligence and dedication, and wish him all the best for his future activities”, Marchionne said.
Baravall is leaving the auto industry at his own request.