Alfa Romeo vows to improve business model in U.S. CEO confirms two more Alfa nameplates are coming Imparato: "We must improve the quality of our business model..." MILAN — Alfa Romeo, the premium Italian line with a racing heritage, must do better in the crucial U.S. market, the CEO of the brand said. Frenchman Jean-Philippe Imparato ran the Peugeot brand for PSA until the merger with Fiat Chrysler formed Stellantis on Jan. 16, when he was put over Alfa Romeo. He has assembled a mostly Italian leadership team and has American industry veteran Larry Dominique, who had been plotting Peugeot's return to the U.S., in charge of North America.