Alfa hopes to make an American comeback with models like the Giulietta, seen here making its debut at the 2010 Paris Motor Show.
Even before the first of its new Fiat dealerships opens up, Chrysler Group is already laying plans for the return of the Alfa-Romeo brand, TheDetroitBureau.com has learned.
Earlier this week, Chrysler began notifying the first new dealers who will be the vanguard for Fiat in 119 U.S. market. (Click Here for the full story.) And eventually, the goal is to have Fiat outlets in as many as 200 American markets, according to Peter Grady, Chrysler Group’s Vice President of Network Development and Fleet Operations.
But that is only the start of a potential expansive re-launch by Chrysler’s Italian partner. The next step, it now appears, will be to bring back the more up-market Alfa marque which, like Fiat, abandoned the American market nearly two decades ago.
(Since then, Fiat has made a few weak attempts to return, most recently with the limited sales, two years ago, of its low-volume 8C supercar.)
Alfa-Romeo models are sportier and more expensive than those of mainstream Fiat – which will kick off its own U.S. re-launch with the American debut of the 500 microcar. Fiat plans to spend more than $2.7 billion over the next few years updating the Alfa line-up, according to Sergio Marchionne, who serves as CEO for both Chrysler and Fiat.
There had been some questions about Fiat’s commitment to its up-market brand, but Marchionne has firmly rejected a bid by Volkswagen AG to purchase Alfa. But that only makes it more important for the luxury marque to rebuild its name in the States.
“They’ve told us (the Alfa franchise) is ours to lose,” said one dealer, who was tapped by Chrysler to handle the Fiat brand.
The dealers appointed in this first phase have plans in place and will be ready to take orders for the iconic Fiat 500 subcompact as soon as they have showrooms open. The official sales launch of the minicar is set for December.
Before announcing their final decision Chrysler Group’s Fiat dealer selection team reviewed proposals from existing Chrysler Group dealers who want to add the Fiat franchise to their brand portfolio, Chrysler officials said.
“We are looking for a customer experience that is as unique and personalized as the Fiat 500 itself,” said Laura Soave, Head of Fiat Brand North America. “Some of the proposals are extremely creative and in many cases not only met but exceeded our expectations. We are looking forward to working with our dealer team for the successful launch of the Fiat Brand in the United States and offering our customers the personal experience that they deserve in our Fiat Studios.”
Chrysler Group is building the Fiat 500 in its Toluca, Mexico assembly plant but the car’s engine will be built at the Chrysler engine plant in Dundee, Mi. near the Michigan-Ohio border.
As part of his plan to bring Chrysler back to profitability, Marchionne plans to push heavily into platform sharing among the Fiat/Chrysler alliance. In particular, the U.S. maker will likely partner with Fiat’s Lancia brand on a number of upcoming models, such as the new 200. But Alfa – and, of course, the core Fiat brand — may also benefit from the cross-platform strategy.
Paul A. Eisenstein contributed to this story.