NEW YORK—Pirelli & C. S.p.A. has hired automotive industry veteran Pietro Berardi to become CEO of its North American activities.
In this new role starting March 1, Berardi will be tasked with strengthening Pirelli's command of the market and its development and executing the strategies and commercial policies best suited to consolidating Pirelli's leadership in the premium and prestige segments, the company said, including integration of the OE and replacement channels.
Pirelli said it's making this move to strengthen its North American management structure "in light of the ever-more challenging competitive context."
Berardi comes to Pirelli from Renault-Nissan Group, where most recently he was Alliance Regional Vice President, All Parts. Prior to his time with Renault-Nissan, Berardi was with FCA Group in that company's Magneti Marelli components business.
Marco Crola, who has held the NAFTA CEO position for Pirelli since early 2018, will transition to chairman North America "to ensure the continuity of actions already under way."
A 15-year Pirelli company veteran, Crola was senior vice president of global OE and prestige business prior to taking the NAFTA position.
Pirelli's North American business—which accounts for 19 percent of the firm's global sales—oversees factories in Rome, Ga., and Silao, Guanajuato, Mexico.