Audiacious Targets: Alfa Wants To Outsell Fiat In America
Alfa Romeo will outsell Fiat in the United States once the sporty brand gets a foothold in its new market, according to Peter Grady, head of network development for the Chrysler Group, in an interview Reuters.
After nearly 20 years of absence, Alfa is coming back to America in the 4C sports car, due to arrive late this year.
“We think that Alfa Romeo will have a little bit larger volume than Fiat will have,” Grady said.
Outselling Fiat is not much of a target. In 2012, Fiat sold 43,772 units in the U.S.
Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.
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Is she taking a shit in the car through the window?
Makes sense to me when the segments played by the two brands are compared. Alfa Romeos will be bigger than Fiats and bigger (premium) cars outsell smaller ones in the US right?
Fiat/Lancia and Alfa left the US based on economic reasons (low volume)and costs of meeting US emission and safety standards. The most obvious problem was a lack of a dealer network. Many "dealers" were actually garages that repaired foreign cars- They did not have sufficient resources and could not effectively compete. Alfa has wanted to re-enter the US market for many years. When GM and Fiat had entered the joint venture in the 90's it was rumored that Alfas would be sold by Buick dealers. I believe there is a niche market for Alfa- sales success will be based on pricing and number of models offered. Chrysler has continually delayed the introduction of Alfa. They will make a big mistake if they introduce the cars one by one and overprice them. The 4C may sell if it can compete with the Boxster in price. However if priced like the 911, good luck.
My first car was a Fiat 124 CC sport coupe. My next car was a Chevelle with a big block. I am one of one of the few Americans who has owned a GTV6. Unless Fiatsler can create a reliable & competent dealer network for a new Alfa/Fiat dealer experience, this will be flash in the pan that will infect Chrysler. My Italian creatures were mechanically reliable but electrically troubled. No way Alfa will outsell Fiat unless they can create a new model for dealer network accountability.