Fiat Auto have announced that Karl-Heinz Kalbfell has been appointed to oversee Alfa Romeo Brand & Commercial activities, replacing current incumbent Daniele Bandiera.

The following statement was issued in Turin:

"As of January 1st, 2005, Karl-Heinz Kalbfell will take over the responsibility of Fiat Auto’s Alfa Romeo Brand & Commercial activities, reporting to the CEO, Herbert Demel.

"Kalbfell will replace Daniele Bandiera, who, at his own request, leaves the Company. Fiat Auto thanks Bandiera for his qualified professional contribution offered to the Company and offers its best wishes for his future endeavours.

"Kalbfell, who was born in Germany on December 29, 1949, studied marketing and industrial processes’ technologies at the FH Druck University in Stuttgart where he graduated in engineering.

"From 1975 to ’77, he was responsible for advertising and image of Eriba/Hymer, a German camper and caravan builder.

"Since 1977, Kalbfell has worked for BMW AG where he has increased his responsibility in the Marketing and Communication areas till being appointed, in 2001, Senior Vice President Group Marketing. From 1987 to ’93, he was CEO of BMW Motorsport and later Head of Central Marketing.

"In 1997, Kalbfell was named Head of Brand and Product Strategy and in 2000 he was placed in charge of the Rolls Royce Project.

"In May 2004, he was nominated CEO of Rolls Royce motorcars."

What this change will bring to Alfa Romeo remains to be seen. Bandiera was a popular boss, moulded in the marque's philosophies, but ultimately he carried the can for the continuing poor sales position.

While he inherited ageing models, a range wide makeover has kept sales ticking over. His first major all-new product is the Alfa 156 replacement, due now in just a matter of months.

This vital car, which insiders continually enthuse over, was all Bandiera's vision, and ultimately it will be the car he is remembered for.

Karl-Heinz Kalbfell has had a long and distinguished career with BMW, and has many triumphs to his name. He will bring invaluable experience in the areas of marketing and promotion, and will be expected to drastically shake up the point of contact with the customer, an area that needs urgent attention.

Alfa Romeo enthusiasts will however look to recent history. Ultimately Kalbfell was responsible for the new Rolls Royce Phantom, an ungainly, downright ugly, lumbering car that utterly misses the English luxury marque's brand values.

With a raft of exciting plans and sporty new cars already in the pipeline, all eyes will now be focused on how Kalbfell carries the Alfa Romeo brand forward.