By on February 11, 2013

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.

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38 Comments on “Audiacious Targets: Alfa Wants To Outsell Fiat In America...”

  • avatar

    This shouldn’t be too difficult, as long as Alfa is better at providing model options – as opposed to Fiat’s range of one car. I know the 500L is coming, but that’s just a larger thing of the same previous thing. Need a more things!

    • 0 avatar

      Exactly. They’re going to need more than the two seater shown, and bigger engines than Fiat is known for. Alfa will need a four seat coupe and a five seat sport sedan to get more than 45,000 sales.

      The statement by Peter Grady may indicate Sergio et al. have figured out that Fiat’s A and B cars with low torque, high revving engines have a limited market in America. Alfa also promises higher transaction prices and bigger profit margins than small Fiats.

      Now if only they can figure out that the Dodge line needs more than an underpowered compact, and allow the Chrysler engineers to put together mid-size and full-size offerings with some low end grunt.

  • avatar

    Thats pretty big news taking into account Fiat’s product change-up. In addition to the 500L, there will be the 500x baby crossover, and now it looks like a B-segment compact (the 500 is an A segment/city car I guess?) in lieu of a Dodge.

    I wouldnt be surprised if Fiat is able to hit 80K units with additional models–but if they sold the Panda it could easily be 800K ;-)

    As for Alfa from what I understand they will have at least 5 different models (4C, Spider/ Alfa Miata, Guiletta replacement, sedan version?, one or two crossovers, possibly the Mito?) I also heard that only 1000 4Cs are coming to the states. I hope not, they should sell as many as possible because that thing is beautiful.

  • avatar

    Chrysler is going from 3 brands five hears ago to 6 brands next year. Double the advertising, double the dealership management, double the brand development. Same vehicle sales.

    Not good.

    • 0 avatar

      They’re making a very concious attempt to not let the Fiat and Alfa brands overlap with each other or with Chrysler products. If each brand is able to sustain itself on it’s own merits and sales, then it could be a good plan for expansion.

      The problem arises when marketing efforts from one brand cannibalise the efforts of another in-house brand.

      From the updated product plan shown last month, never before has it been clearer what the separate intentions of each brand are.

  • avatar

    Sell more than 43,777 here in the U.S.? Fat chance with the bad reputation Alfa has here.

  • avatar

    Good luck!
    I’m old enough to remember buying, driving, servicing Fiats, Alfas and Lancias.
    Most people had a trunk full of parts which had fallen off their cars. The Japanese cars, with better reliability, ate their lunch (along with that of British sports cars).
    Is there really such a shortage of smallish sexy, mid priced performance cars? Who is their customer? In the 70s a relatively recent college grad could buy one. Now, however, decreasing disposable income of the young with a rising belly size of the baby boomer cuts this market down. Horrendous traffic dictates automatics outsell sticks, which means bigger engines than in Europe or dog like performance (see Dodge Dart). This is even assuming that manufacture, servicing and parts distribution has MARKEDLY improved to back up the brands.

  • avatar

    Is this model the same gorgeous Alfa that was spinning itself all over Boston (Memorial Drive & Back Bay) moments before our travel ban went into effect on Blizzard Day (captured by RCHIII Photography)?

  • avatar

    One nice thing about targeting BMW and the premium car market is that styling, interior materials, good customer service, and maintenance plans can be used to compensate for inferior reliability. If they can create credible alternatives to the Germans, then they might have a shot.

    • 0 avatar

      Yup. Good to play in a market segment where reliability and resale value don’t matter. Unfortunately Alfa doesn’t have the same depth in their portfolio to compete with the germans. It seems like in the last dozen years they’ve just been selling mostly forgetable FWD econoboxes. They need more halo cars along the lines of the departed 8C and the upcoming 4C to generate some enthusiasm.

  • avatar

    Is there a particular reason why the first word of the article title is misspelled so that it starts with the name of a certain Ingolstadt-based maker of expensive kitchen appliances on wheels?

    • 0 avatar

      I think Bertel is implying that the Turin-based maker of tiny hatchbacks (owned by another maker of tiny hatchbacks) intends to sell as many cars as its Ingolstadt-based rival in the US.

      • 0 avatar

        Fiat should probably make a car that men can drive and not look ridiculous. The Abarth barely makes the cut. I wouldn’t be seen in one.

        • 0 avatar

          Depends on your manhood model. The little monkeymen who clamber down from the jacked-up diesel trucks with chipped EGM’s and marine turbos at my local gas station might look more manly stepping out of 500 Abarths.

  • avatar
    Compaq Deskpro

    I like Alfas and featherweight Italian sports cars as much as the next guy, but this is a money-losing proposition that will do nothing to get people to buy Darts and Rams. They should take off some of the sexy and call it a Fiat Spyder, which does have an established brand (barely) in North America and could compliment the 500 as a fun little car at Chrysler dealers.

  • avatar

    I hope they use Chrysler engines in the Alfa’s, and not something far more exotic, complicated, and expensive.

    Could you imagine a Alfa sports coupe with a 392 Hemi? Beautiful Italian looks, raw American muscle-car power. Aim it straight at the Corvette (as the Viper just cost too much, and is on a completely different playing field).

    How about a Alfa-romeo Dodge Charger, that’s a little tighter around the edges and looks nothing like the Dodge.

  • avatar

    Most people are aware that fiat and alfa were here before,and had to leave because of poor sales,poor quality,and really poor service.I don’t have any of the hopes that macaroni has for either brand.Of course I live in the real world,he doesn’t or so it seems.

  • avatar

    Pegging your performance against “performance” of ultra-niche product in a segment that does not really exist since Smart’s demise is STUPID.

    If you think badge-engineering Fiat/Chrysler/Alfa works in the long run, search google for Pontiac and Plymouth.

  • avatar

    “Outselling Fiat is not much of a target…”

    No kidding! I was just going to ask whether this was simply Alfa’s roundabout way of announcing that were actually going to sell cars in America.

  • avatar

    Is she taking a shit in the car through the window?

  • avatar

    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?

  • avatar

    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.

  • avatar

    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.

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