Pirelli & Cie SpA has named Marco Crola as the new CEO for the NAFTA region, effective immediately.

Crola joined Pirelli in 2006 and will join the company's North American team from the headquarters in Milan, where he most recently served as senior vice president of global original equipment and prestige business. He replaces Pierluigi Dinelli, who left the company to pursue personal interests.

As CEO of the NAFTA region, Crola will be responsible for the car and motorcycle businesses, as well as manufacturing facilities in Rome, Ga., and Silao, Guanajuato, Mexico.

Pirelli gives Crola credit for "having successfully grown Pirelli’s global original equipment sales and prestige business unit." He will focus on strengthening these same assets in the NAFTA region, while also continuing the company's recent growth in the region.

“It’s an honor to join the Pirelli team in North America, which is both one of the most exciting markets globally in the tire industry and for Pirelli as a company, thanks to our technology focus and increasing product offering tailored specifically for this market," says Crola. "Pirelli has achieved great success in the past few years and I look forward to working closely with the team and our partners to continue our company’s future growth here."

Prior to joining Pirelli, Crola held senior leadership positions at General Electric Group, including CEO of General Electric – Plastics, Italy (1999) and head of operations for the Middle East oil and gas business (2004). At the Fiat Group he served as CEO of the service business and European head of sales for the automotive division.

Crola earned his doctorate degree in industrial chemistry from Milan University.

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