Only Select Fiat Dealers Will Get Alfa Romeo Franchises

Cameron Aubernon
by Cameron Aubernon
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only select fiat dealers will get alfa romeo franchises

Fiat Chrysler Automobiles is set to bring Alfa Romeo back into the United States market after a two-decade absence with the 4C, but only the best-performing Fiat dealerships will be selected to sell the first new Alfas when the lighweight $60,000 sports car rolls off the dock in June.

The Detroit News reports the majority of Fiat dealerships who were promised an Alfa wing will not be along for the ride in 2014. FCA CEO Sergio Marchionne stated that his company would only allow “the best-performing Fiat dealers to participate” based on “simple dealer metrics” and efficacy in representing Fiat. Though he also added that said dealers knew who they were, FCA spokesman Rick Deneau countered his boss’s statement, saying that those dealers “have not been identified yet.”

While the 4C will be the only Alfa offering available this year, it will be joined in 2015 by the Giulia, Giulietta and a new Spider co-developed with Mazda, which will also underpin the latter’s new MX-5 roadster. The 4C is motivated by a turbocharged four-pot driving 240 horses out of the back gate, pushing the 1875-pound sports car from naught to 60 in 4.5 seconds.

However, follow-through hasn’t been FCA’s strong suit regarding Alfa’s return, with the brand originally promised to Fiat dealers in 2012, then last year before settling upon June 2014. The return was also promised to come with a full lineup to display in showrooms, but only the 4C will be setting the pace this year as it goes up against the Porsche Cayman and Chevrolet Corvette Stingray.

According to IHS Automotive, selected Fiat dealers will move 500 4Cs in 2014, with 8,400 more in 2015 once more dealers join the fray. IHS also expects Alfa to move 28,000 units in the U.S. by the end of 2016.

Cameron Aubernon
Cameron Aubernon

Seattle-based writer, blogger, and photographer for many a publication. Born in Louisville. Raised in Kansas. Where I lay my head is home.

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  • FreedMike FreedMike on Feb 25, 2014

    The only Fiat dealership in my area is an old Ford dealership, with very little in the way of upgrades, and the sales staff was clearly not top-of-the-line types. The lot had a 20-30 dozen Fiats and zillions of used cars. Not exactly the ideal selling environment for a fairly high-priced, exotic sports car, or any kind of premium brand. It might be perfect for Lincolns, though.

    • See 2 previous
    • Les Les on Feb 26, 2014

      @Lorenzo Fiat has a healthy enough line of products globally. The problem is that back in their home stomping-grounds Fiat is essentially the Italian Chevrolet, reasonably-priced everyman automobiles, but that's a pretty hard-fought segment of the market over here.. especially for one with a 'Fix-It-Again-Tony' reputation. So, they banked on the 500, set themselves up as a 'boutique-luxury' brand to go up against MINI. That got them the toehold they needed in the US market, but it's hobbled them as far as expanding the product-line goes.

  • Corey Lewis Corey Lewis on Mar 03, 2014

    Are we not counting the 8C as a vehicle which Alfa Romeo sold in the US within the last 20 years? Because they are in the US, I've seen them. And Wikipedia says there are 90. Those 90 were sold between 2007 and 2010. That's 4 years ago. STOP WITH THIS 20 YEAR NONSENSE. It's as bad as saying "No Infiniti has ever been sold in Japan before," which is wrong, and yet TTAC perpetrates it constantly.

  • FreedMike I suppose that in some crowded city like Rome or Tokyo, there's a market for a luxurious pint-size car. I don't think they'll be able to give them away here in the U.S.
  • TMA1 How much did exchange rates affect this decision? The Renegade is imported from Italy. I'm wondering if that's what caused the price to reach within a few hundred of the much bigger Compass. Kind of a no-brainer to pick the larger, more modern vehicle.
  • CEastwood Everytime I see one of these I think there's a dummie who could have bought a real car , but has to say look at me driving this cool thing I can't drive in the rain like an actual motorcycle that I should have bought in the first place ! It's not Batman I see driving these - it's middle age Fatman .
  • SilverCoupe I should be the potential audience for this (current A5 owner, considering an S5 in the future), but I can't say it excites me. I have never liked the vertical bars in the grilles of sporting Mercedes models, for one thing. The interior doesn't speak to me either.I would be more likely to consider a BMW 4 Series, though not the current version with the double Edsel grille. Still, I suppose it would be worth a look when the time comes to replace my current vehicle.
  • Verbal Can we expect this model to help M-B improve on finishing 29th out of 30 brands in CR's recent reliability survey?