Fiat CEO Sergio Marchionne is making Alfa Romeo’s U.S. re-launch a top priority, calling it “the most difficult thing I have to do”. Alfa Romeo last sold cars in the U.S. in 1995, but the brand still has a strong image in the U.S., spurring Marchionne to focus efforts on North America.
Alfa Romeo’s image has taken a beating in Europe over its legendary quality issues, and this factor provided further impetus for Fiat to focus their efforts in the U.S., where Alfa’s are viewed with nostalgic fondness. Marchionne hopes that Alfa will sell 80,000 cars in the U.S. in 2014, with 400,000 units sold globally – up from 150,000 currently.
Alfa will offer the 4C sports car and a compact SUV will be offered initially with the Giulia sedan and wagon, the Mito hatchback, a new Spider and a Chrysler 300C-derived 6C sedan coming as well. The 4C is said to be a key halo designed to capitalize on memories of Dustin Hoffman’s Alfa Spider in the iconic film The Graduate.
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