Fiat Is Back After Fixing Porsche, Wiedeking Takes on VW Desforges Expands Her Purchasing Empire

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Fiat Is Back After Fixing Porsche, Wiedeking Takes on VW Desforges Expands Her Purchasing Empire AN_070820_15_18.qxd.ps 15.08.2007 11:11 Uhr Page 15 August 20, 2007 www.autonewseurope.com · PAGE 15 Eurostars 2007 Industry heroes With so many success stories around, picking the best in the auto industry is never easy. But that’s what the editors and reporters of Automotive News Europe do when they sit down to make their annual Eurostar selections. This year’s 16 winners have grown their businesses, made smart strategic moves, found innovative ways to lower costs or improved key technologies.Congratulations to all our 2007 Eurostars! After fixing Porsche, Fiat is back Wiedeking takes on VW Luca De Meo spent little time talking about the new Fiat 500’s highlights It has all the ingredients of an epic novel: a family dynasty, bold when the car was launched July 5 business deals and, of course, fast cars. At the center of the in Turin. action is Porsche CEO and Volkswagen Supervisory Board He only briefly Member Wendelin Wiedeking. underlined With Wiedeking’s guidance, Porsche secured a one- Car division CEO strengths such third stake in Volkswagen group for €5 billion. As Luca De Meo as the 500’s low VW’s largest shareholder, Porsche now has a Fiat Automobiles CEO emissions and say in VW’s future. The move also makes Age: 40 that it likely will a hostile takeover of VW less likely. be the safest VW’s stock has almost doubled since minicar in Europe. Porsche bought its stake – a step mas- “Everyone already knew everything about terminded by Wiedeking, according to the product, so I wanted to explain what Wolfgang Porsche, who is head of the the new 500 means for us: Fiat is back – and Porsche-Piëch family. there is more to come,” De Meo said. “Wiedeking came to us Group CEO The former Renault and Toyota executive has with the idea. Porsche is restored Fiat’s credibility with the successful successful but builds only Wendelin Wiedeking launches of the Grande Punto and Bravo. He also 100,000 cars a year. We Porsche CEO has made dealers happy by implementing a pro- need a partner to share Age: 54 gram that allows them to upgrade their stores development costs,” he using affordable but fashionable furniture from told the Frankfurter Allgemeine Zeitung on Ikea. A dealer saves as much as 40 percent com- July 29. VW watchers are keen to see if pared with Fiat’s previous showroom standards. Wiedeking can work some of the magic These victories are nice, but the energetic De Meo he has shown at Porsche on the Wolfs- already is focused on the next goal. burg-based auto giant. “With the C X-over, which debuts in 2009, we will An engineering and production special- begin a new cycle of volume growth driven by creative ist, Wiedeking became Porsche CEO in new products,” he said. 1993. At the time, the sports car maker The C X-over must be innovative both in design and was vulnerable to predators and heavily package to lure crossover customers to Fiat, which reliant on its 911 model, sold alongside does not offer such a model now. the aging 968 and 928 coupes. De Meo arrived at Fiat group five years ago as marketing Today, Porsche makes three successful director at Lancia. He was soon head of the brand. In Sep- models and is set for its 13th straight tember 2004, De Meo was promoted again. Fiat group year of rising earnings. CEO Sergio Marchionne put him in charge of the compa- Part of Wiedeking’s success has been to ny’s future. De Meo would lead Fiat brand, which repre- broaden the brand’s appeal without sents about 75 percent of Fiat Group Automobiles’ stretching it beyond its breaking point. total sales. For example, despite fears it wouldn’t fit Photo: ddp “At just 37, I did not feel ready for such a chal- the marque’s sporty image, the Cayenne lenging job,” De Meo says. “But Marchionne premium SUV became, for a time, the backbone said he would help me when needed. And for- of Porsche’s business in the US. tunately, he did.” Wiedeking hopes the 2009 addition of Porsche’s fourth model line, the Panamera coupe-like sedan, will provide as much of a boost as the Cayenne. Desforges expands her purchasing empire Odile Desforges has been expanding her purchasing power. from 30 percent in 2001. The launch of the low-cost Logan, which Renault produces in Desforges, who took charge of RNPO in 2003, is responsible for emerging markets such as Romania, India and Russia, has most of that increase. helped her find valuable new suppliers. The latest addition to RNPO’s scope was tertiary goods, such as “In the future, India will play a huge role,” she said recently. communications and the organization of events. Now 22 percent of the components that go to Renault’s west- The combined purchasing leads to significant cost reductions, ern European plants come from low-cost countries, she says. In Desforges says. Each time a family of goods is added to RNPO the 2009, the sourcing from low-cost countries will increase to overall cost of the goods falls by 0.5 percent. between 40 percent and 50 percent. Desforges joined Renault in 1981. She was a product engineer Desforges also is expanding the reach of the Renault Nissan Pur- for the R19 and the upper-medium range until she moved to chasing Organization, which was the first joint venture Renault purchasing in 1986. and Nissan established, after they formed their alliance in 1999. Since 2003, Desforges has belonged to Renault’s 27-member RNPO now handles 83 percent of the carmakers’ purchasing, up management committee. Purchasing executive Odile Desforges Renault senior vice president, purchasing; chair- man Renault Nissan Purchasing Organization Age: 56 In partnership with AN_070820_15_18.qxd.ps 15.08.2007 11:11 Uhr Page 16 PAGE 16 · www.autonewseurope.com August 20, 2007 Eurostars 2007 Wester pursues Maier polishes perfection Mercedes’ image Fiat’s Harald J. Wester refuses to slow When Dieter Zetsche took control of DaimlerChrysler and Mer- down. cedes Car Group two years ago, he had one message: Fix the “We took 18 months to put the Fiat Bravo image of Mercedes-Benz. on the market and we did that without Customer satisfaction scores in Europe were falling. Sales were building a single prototype. This is our sluggish. And technical and quality problems had created benchmark, but we will continue doing image problems. things even faster,” Wester said. Zetsche needed a solution. Fiat did not need prototypes because “The star has scratches,” Zetsche it relied on virtual engineering, which told the German press last year. is one of Wester’s specialties. Klaus Maier has provided Advertising Wester has Fiat bringing cars to market the polish. executive faster than ever before because that is Timed to coincide with the Klaus Maier what Fiat Group Automobiles CEO Sergio launch of the C class – Mercedes’ Mercedes Car Group executive vice Marchionne wants. But Marchionne is not most important model in terms president for sales and marketing satisfied with speed alone. He wants Fiat’s of sales volume – Maier’s new Age: 53 cars to be safer and less polluting than ever. advertising program centered on Marchionne picked Wester to lead the one word: Appreciation. group’s engineering and design because The goal of the Appreciation campaign he knows the German native tirelessly was to rebuild the image of the brand, pursues perfection. making it more elegant, valued and Said Wester: “With the new Fiat 500, we are authentic. Pillars of the campaign were at the forefront in safety and low emissions, service, comfort, value and safety. but this is just the starting point. The new Maier delivered a multibrand approach Alfas, Fiats, Lancias and Maseratis we are that rolled out globally. developing today will be even better.” “We have to be the leader in the premi- A mechanical engineer, Wester um segment,” Maier told analysts late started his career with Volks- Product development last year. wagen in Wolfsburg and later The executive also created a program moved to Audi as program executive that aims to improve customer service manager for special vehicles. Harald J. Wester at every Mercedes dealership in Europe. He also has worked for Fiat Fiat Group Automobiles The program was ambitious. It was group subsidiary Ferrari and chief technical officer thorough. And, in the new post-Daim- Magna Steyr. He rejoined Fiat Age: 49 lerChrysler world, it is a clear sign that, in November 2004. more than ever, Mercedes will need an even clearer brand identity. VDO purchase shows Lacey boosts GM in Neumann’s vision ‘opportunity’ markets Guided by his conviction that electronics are the future, Chris Lacey has helped turn central and eastern Europe into a Karl-Thomas Neumann has helped steer Continental sales powerhouse for General Motors. to new heights. GM sales in the region have more than doubled since Lacey Partly because of the 2006 acquisition of Motoro- took over, to 354,000 last year from 154,000 in 2000. la’s electronics unit, the German supplier In the first half, GM sales in his 30-country region rose increased its annual worldwide sales last year 42 percent to 230,113 vehicles from 162,036 during the by 7.6 percent to €14.9 billion. same period last year. The automaker is poised to sell a half Neumann said Continental’s €11.4 billion pur- million cars in his territory, which is larger and more populous chase of Siemens VDO Automotive will boost than western Europe.
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