New leadership at Stellantis

Arnaud Belloni was appointed as head of European marketing and CEO of Fiat, Abarth, and Lancia at Stellantis on September 1, 2026. His role involves making these brands more desirable through a strategy that blends advertising, heritage, partnerships, and creativity.

Brand identity as a foundation

Belloni's strategy is based on the idea that each brand must have a clear identity and story to guide marketing efforts. He previously worked on similar strategies at Renault, where he helped restore the brand's desirability.

Tailoring messages for each brand

Each brand under Stellantis has a distinct focus. For example, Peugeot emphasizes technology and driving pleasure, while Citroën focuses on French pop culture. These identities influence the choice of music, images, partnerships, and staging in their marketing campaigns.

Defining Opel's identity

Opel presents a unique challenge, as there is a gap between its internal perception and its external image. Belloni acknowledges this but remains confident, citing a similar situation at Renault that led to a successful slogan.

Creative involvement and collaboration

Belloni is deeply involved in the creative process, acting as both an art director and creative director. He holds weekly meetings with brand managers to refine ideas and ensure marketing efforts align with each brand's vision.

Inspiration from luxury brands

Belloni draws inspiration from luxury brands such as Apple, Louis Vuitton, and Nike. He believes looking beyond the automotive industry can provide valuable insights but warns against focusing only on competitors, which can lead to similar and less effective strategies.

Leveraging partnerships and heritage

Partnerships and heritage are central to Belloni's strategy. He cites the Roland-Garros partnership with Renault as an example of how such collaborations can build anticipation for new models. The reinterpretation of the 2CV at the 2026 Paris Motor Show is another example of using heritage to drive interest.

Future plans for advertising

Belloni aims to launch several advertising films for Peugeot and Fiat by January 2027. These films will tell different stories, signaling a visible transformation in the brands. He emphasizes that while communication is important, the product itself must also be strong for the strategy to succeed.