Alfa’s US Strategy Dependent On Chrysler Dealer Network

Alfa’s US Strategy Dependent On Chrysler Dealer Network

It’s been more than 15 years since a new Alfa Romeo was last sold in the United States. However, that’s all expected to change next year, as the brand returns to our market, with a production version of the 4C concept (shown) plus a new premium compact, the Giulia.

These are slated to be followed by Chrysler-based offerings in the shape of mid-size SUV and large sedan, plus a re-born version of the legendary Spider.

However, in order to be successful this time around, Alfa’s strategy hinges on having a comprehensive dealer network stretching from coast to coast. Part of the brand’s failure in the 1980s and 1990s was due to a limited number of concessionaires and spotty parts and service backup.

In order to counter the problem this time around, Alfa will rely on Chrysler’s dealer channels to move product, thanks to parent Fiat now holding the reins of Detroit’s number 3 automaker.

That means that existing Chrysler-Dodge-Jeep franchises will likely have first dibs in adding an Alfa Romeo presence to bolster their portfolio, though it doesn’t mean that Alfa and Chrysler products will be sold side by side (think more along the lines of Mini and BMW perhaps).

In an effort to give the brand some identity here in the US, dealers will probably be required to build new structures, specifically to house Alfa product when it finally arrives on these shores.

[Source: Left Lane News]