Luca de Meo

Luca de Meo
Luca de Meo in 2021
Luca de Meo
Born	13 6, 1967
Birthplace	Milan, Lombardy, Italy
Nationality	Italian
Occupation	Chief executive
Employer	Kering (2025–present)
Known for	CEO of Renault Group (2020–2025), revival of Fiat 500, creation of Cupra brand
Education	Bocconi University
Awards	Cavaliere del Lavoro (2022), Commendatore al Merito della Repubblica Italiana

Luca de Meo (born 13 June 1967) is an Italian business executive who serves as Chief Executive Officer of Kering, the French luxury goods conglomerate and parent company of Gucci, since 2025. He previously served as CEO of Renault Group from 2020 to 2025, a tenure during which he oversaw the company's transformation into a manufacturer with a significant focus on electric vehicles. Prior to Renault, de Meo held the position of CEO at SEAT from 2015 to 2020, where he created the performance-oriented brand Cupra, and served as CEO of Fiat Automobiles from 2004 to 2009, during which period he led the revival of the iconic Fiat 500. Over the course of a career spanning more than three decades in the automotive industry, de Meo built a reputation for brand revitalization and strategic repositioning before making a high-profile transition to the luxury fashion sector.

Early Life

Luca de Meo was born on 13 June 1967 in Milan, in the Lombardy region of Italy. He grew up in Milan, one of Italy's principal economic and cultural centers, a city with deep connections to both the automotive and fashion industries. Details about his family background and childhood remain largely private, though his career trajectory suggests an early interest in business and marketing that would come to define his professional life.

De Meo's formative years in Milan placed him at the crossroads of Italian design, manufacturing, and commerce — influences that would later inform his approach to brand management and product strategy across multiple major corporations. His Italian roots remained an important part of his identity throughout his international career, which would take him across Europe to work in Germany, Spain, and France.

Education

De Meo studied at Bocconi University in Milan, one of Italy's most prestigious institutions for business and economics. Bocconi has produced numerous leaders in Italian and international business, and de Meo's time at the university provided him with a foundation in marketing and management that would prove central to his career. The university's alumni network later recognized his achievements; the Bocconi Alumni Association noted his appointment as CEO of Renault as a significant milestone for a graduate of the institution. His educational background at Bocconi, with its emphasis on rigorous analytical approaches to business, complemented what would become a career characterized by a strong focus on brand positioning and marketing strategy.

A case study on de Meo's career and management approach was later developed by Harvard Business School, reflecting the academic interest generated by his methods of corporate turnaround and brand revitalization.

Career

Early Career and Fiat Automobiles

De Meo began his career in the automotive industry, building expertise in marketing and brand management. His early work attracted the attention of senior executives in the Italian automotive sector, and he rose through the ranks to become a key figure at Fiat. He was appointed CEO of Fiat Automobiles in 2004, a period when the Fiat brand was facing significant challenges in terms of market competitiveness and brand perception.

During his tenure as CEO of Fiat Automobiles from 2004 to 2009, de Meo's most notable achievement was overseeing the revival of the Fiat 500. The new Fiat 500, launched in 2007, was a retro-styled city car that drew heavily on the design heritage of the original 1957 model while incorporating modern engineering and technology. The car became a commercial and cultural success, reinvigorating Fiat's brand image and demonstrating de Meo's ability to leverage heritage and design in product development. The Fiat 500 revival was later studied as a case in effective brand management and product relaunch, including at Harvard Business School.

During this period, de Meo worked under Sergio Marchionne, the CEO of Fiat Group, and was at one point considered a protégé of the influential executive. This association with Marchionne, who was himself recognized as one of the most consequential automotive executives of his generation, helped establish de Meo's credentials on the international stage.

Volkswagen Group and Audi

After departing Fiat, de Meo moved to the Volkswagen Group, where he took on senior marketing and brand management roles. At Audi, he held a significant position that allowed him to further develop his expertise in premium brand positioning within the German automotive industry. His time at the Volkswagen Group exposed him to a different corporate culture and management approach compared to the Italian automotive sector, broadening his experience in running operations within a large, multi-brand conglomerate.

During his time at Audi, de Meo received the honorary title of Commendatore al Merito della Repubblica Italiana, an Italian state honor recognizing his contributions to Italian prestige abroad through his work in the automotive sector.

SEAT and Creation of Cupra (2015–2020)

In 2015, de Meo was appointed CEO of SEAT, the Spanish subsidiary of the Volkswagen Group, headquartered in Martorell, near Barcelona. At the time of his appointment, SEAT was struggling to define a clear brand identity within the crowded Volkswagen Group portfolio and the broader European automotive market.

De Meo's most significant strategic initiative at SEAT was the creation of Cupra as a standalone brand in 2018. Cupra, which had previously existed as a performance trim level within the SEAT lineup, was elevated into an independent marque focused on sportier, higher-margin vehicles. The move was designed to give the Volkswagen Group's Spanish operations a premium positioning that SEAT alone had difficulty achieving. Cupra quickly established its own identity with distinctive design language and a more emotional brand proposition, and it became a meaningful contributor to the commercial performance of the company's Spanish operations.

Under de Meo's leadership, SEAT and Cupra saw improved financial performance and a clearer strategic direction. His success at revitalizing the Spanish brand attracted attention across the automotive industry and positioned him as a candidate for larger leadership roles.

Renault Group (2020–2025)

In January 2020, Renault announced the appointment of Luca de Meo as its new Chief Executive Officer, filling a leadership vacancy that had persisted since the departure of Thierry Bolloré in October 2019, itself a consequence of the upheaval following the arrest and flight of Carlos Ghosn. The appointment was widely covered in international media, with the Financial Times and other outlets reporting on his selection as the person tasked with stabilizing and transforming the French automaker.

De Meo took the helm of Renault at a particularly challenging moment. The company was grappling with the fallout from the Ghosn affair, a strained alliance with Nissan and Mitsubishi Motors, declining profitability, and the onset of the COVID-19 pandemic. Bloomberg had earlier reported that de Meo had emerged as the leading candidate for the CEO role during a search process in late 2019.

At Renault, de Meo launched a comprehensive strategic plan aimed at refocusing the company. A central element of his strategy was the acceleration of Renault's transition toward electric vehicles, positioning the company as a significant player in the European electric vehicle market. He also worked to restructure the company's operations, streamline its brand portfolio, and improve margins after a period of heavy losses.

In 2023, de Meo was appointed president of the European Automobile Manufacturers' Association (ACEA), the industry body representing major European car manufacturers, reflecting his standing within the European automotive sector.

De Meo's tenure at Renault lasted until 2025, when he departed to take on a new role outside the automotive industry. His time at the company was characterized by efforts to stabilize the group, pivot toward electrification, and redefine Renault's strategic positioning in an increasingly competitive global market.

Kering (2025–present)

On 16 June 2025, Kering announced the appointment of Luca de Meo as Chief Executive Officer of the luxury goods group, with the approval of the Board of Directors chaired by François-Henri Pinault. The appointment marked a significant shift in de Meo's career, moving from the automotive sector, where he had spent his entire professional life, to the luxury fashion industry. Reuters reported on the appointment, noting his track record of brand revitalization at Fiat, SEAT, and Renault as a qualification for the role.

De Meo arrived at Kering at a time when the group, which owns brands including Gucci, Saint Laurent, Bottega Veneta, Balenciaga, and Alexander McQueen, was facing significant headwinds. The luxury sector had experienced a slowdown, and Gucci, Kering's largest revenue generator, had been underperforming relative to competitors.

In his initial months as CEO, de Meo undertook a comprehensive review of the company's operations, visiting boutiques and production sites across Kering's portfolio. He outlined a strategic vision that included the use of technology to improve design processes, supply chain efficiency, and the customer experience across Kering's luxury brands.

At Kering's annual earnings press conference, de Meo discussed a range of strategic priorities, including the group's approach to the Chinese market, the potential of the jewelry category, and his emphasis on building brands for longevity rather than short-term fashion cycles. Reporting by Puck described his approach as an effort to "insulate against the fashion cycle," suggesting a strategic orientation influenced by his experience in the automotive industry, where product development and brand-building operate on longer timelines than in fashion.

One of the early challenges de Meo faced at Kering was the restructuring of the Alexander McQueen brand's operations in Italy, which led to engagement with Italian trade unions. He was expected to meet with unions to discuss the future of the brand's Italian workforce.

By early 2026, some analysts had expressed renewed optimism about Kering's prospects under de Meo's leadership, as operative and creative changes began to take effect, though the company's recovery was described as requiring patience.

Personal Life

Luca de Meo maintains a relatively private personal life. He was born and raised in Milan, and his career has required him to live in several European cities, including Wolfsburg and Ingolstadt in Germany (during his time at the Volkswagen Group and Audi), Barcelona in Spain (during his years at SEAT), and Paris in France (during his tenure at Renault and subsequently at Kering).

His Italian identity has remained a notable aspect of his public profile throughout his international career. French media outlet Capital profiled de Meo upon his appointment to Renault, offering insights into his background and personal characteristics as he prepared to lead one of France's most prominent industrial companies.

Recognition

Throughout his career, de Meo has received several honors and awards recognizing his contributions to industry and Italian prestige abroad.

During his time at Audi, de Meo was awarded the honorary title of Commendatore al Merito della Repubblica Italiana (Commander of the Order of Merit of the Italian Republic), a state honor bestowed by the Italian government in recognition of his achievements in the automotive sector and his role in representing Italian talent on the international stage.

In 2022, Italian President Sergio Mattarella nominated de Meo as a Cavaliere del Lavoro (Knight of Labour), one of the highest honors bestowed by the Italian Republic upon individuals who have made exceptional contributions to economic development. De Meo was among 25 individuals nominated for the honor that year.

In 2023, de Meo was appointed president of the European Automobile Manufacturers' Association (ACEA), the principal industry body representing major European automobile manufacturers. This appointment reflected his standing within the European automotive industry and gave him a platform to advocate for the sector's interests during a period of significant regulatory and technological change.

His career and management approach have also attracted academic attention. Harvard Business School developed material examining his work, and Bocconi University's SDA School of Management has recognized his career as that of a notable alumnus. The Bocconi Alumni Association highlighted his appointment as Renault CEO as a point of pride for the institution.

In Spain, de Meo's contributions during his time leading SEAT were recognized through an entry in the Boletín Oficial del Estado, Spain's official gazette.

Legacy

Luca de Meo's career is defined by a pattern of brand revitalization across multiple companies and, ultimately, across industries. At each of the major organizations he has led — Fiat, SEAT, Renault, and Kering — he arrived during a period of strategic uncertainty or underperformance and implemented changes focused on clarifying brand identity, leveraging heritage, and pursuing technological modernization.

The revival of the Fiat 500, launched under his leadership in 2007, remains one of the most frequently cited examples of successful automotive brand relaunch in the early 21st century. The car not only restored commercial momentum to the Fiat brand but also became a cultural icon in its own right, appearing in fashion collaborations and design exhibitions. His creation of Cupra as a standalone brand out of SEAT's performance division demonstrated a similar instinct for identifying untapped brand potential and giving it a distinct commercial identity.

At Renault, de Meo's focus on electric vehicle strategy positioned the French automaker as a competitor in one of the industry's most consequential transformations. His presidency of ACEA further placed him at the center of European debates about automotive regulation, emissions standards, and the future of mobility.

His transition from the automotive sector to luxury fashion at Kering in 2025 represented an unusual career move for a chief executive, yet it reflected a logic rooted in his core expertise: brand management, product strategy, and the intersection of design with commercial performance. Industry observers and media outlets have noted parallels between his approach to automotive brands and the challenges facing luxury fashion houses, particularly in areas such as long-term brand building, heritage management, and the integration of technology into traditional industries.

As of early 2026, de Meo's impact at Kering remains in its early stages, with analysts and industry commentators watching closely to see whether his methods of corporate turnaround, developed over decades in the automotive industry, will translate to the distinct dynamics of the luxury fashion market.