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Ferrari, an Italian luxury sports car manufacturer, announced on Monday, June 13, that it has appointed a new chief brand officer. It hired Carla Liuni, a former jewelry executive at Pandora, to join the company this year.
Ferrari's appointment of a new chief brand officer comes as the automaker pushes ahead with its plans to go beyond the production of cars. The company has an ambitious strategy of doing more than just manufacturing and selling luxury vehicles.
In her new role at Ferrari, Liuni will be directly reporting to the company's chief executive officer, Benedetto Vigna. She will also be part of the firm's Leadership Team. As per Reuters, her appointment is also one of the Ferrari's latest moves in the management reshuffle that was already announced earlier this year by the CEO. This is being done to organize and improve the company's structure.
The Italian automaker, which is also well-known for its Formula One racing team, revealed last year that it would launch a wide brand diversification strategy. It may dive into the fashion business and release regular collections for men and women.
Liuni is likely to work on this unit since she has experience in the jewelry fashion business. On the other hand, Vigna is also in charge of brand diversification after replacing Nicola Boari, who left as part of changes in leadership. Then again, Vigna is only serving on an interim basis as of now in this position.
"The Ferrari name is universally recognized and admired, synonymous with Italian style, performance, and innovation," Ferrari's CEO said in a press release regarding Liuni's assignment. "It is increasingly critical to be able to build and maintain a relevant brand identity that resonates with our community and is reflective of the world in which we live. Carla has the experience, the leadership, and skill set to protect and nurture our brand as it grows. We are thrilled to have her joining us."
Meanwhile, Carla Liuni also expressed her excitement about joining the company. "Ferrari is one of the most aspirational brands in the world, it is a privilege and an honor to join the Ferrari's family and continue to build the unmistakable legacy of the brand."
