Alfa Romeo U.S. Launch Given Top Priority

Derek Kreindler
by Derek Kreindler

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.

[Source: AutoCar]

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  • Callita Callita on Nov 25, 2013

    This is awful!!! They got it right years ago, everybody loves old alfas. Since then alfas became some sort of fiats, now some sort of ferraries, when will they realise alfa was best as ALFA!!! Love 156 - the best and most beautiful car IN THE WORLD!!!!!!

    • Osopho Osopho on Nov 26, 2013

      Enough said Callita. Im using a 156 and I must confess its a reak thorough-bred!

  • 916 Spider Owner 916 Spider Owner on Nov 27, 2013

    I'm with you too, Callita. Compact SUV's, "Giulia Sedan and Wagon". Oh come on, Alfa Romeo (Fiat!!!), remember where your heritage is an what you do best - classy Italian sports cars and hot hatches. That's what people really want when they buy an Alfa!