Marchionne: Alfa Romeo Still Not For Sale

Cameron Aubernon
by Cameron Aubernon

Fiat Chrysler Automobiles CEO Sergio Marchionne is open to forming new alliance with other automakers as far as cost-savings are concerned, but he maintains that Alfa Romeo is not for sale.

Automotive News Europe reports Marchionne said as much during a conference call regarding Fiat’s Q2 2014 earnings, reaffirming the parent company’s commitment to Alfa Romeo and proclaiming his company is not “in the business of brand-trading.”

Said commitment includes a €5 billion ($6.7 billion USD) investment to help the premium brand become a sought-after global brand of eight new models — underpinned by the upcoming Giorgio RWD/AWD platform — with annual sales of 400,000 by 2018, up from 74,000 in 2013.

As for alliances, Marchionne is open to the idea, though nothing is on the table as of this writing.

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.

More by Cameron Aubernon

Join the conversation
14 of 38 comments
  • Mandalorian Mandalorian on Jul 31, 2014

    What Alfa needs is a partnership with a Japanese maker. An Alfa body and interior with Honda guts would be just about perfect.

    • See 6 previous
    • Eyeflyistheeye Eyeflyistheeye on Aug 01, 2014

      @Ostrich67 I think that phrase may have been one of my Wikipedia contributions under numerous different names since I did work a bit on the Arna article. Not sure though, but I have a soft spot for the Arna because of my partial Italian and Japanese heritage, and how two cultures that have significantly advanced the art of the automobile came up with something even the Soviet Union would find dreadful.

  • Bobman Bobman on Aug 01, 2014

    I can't believe some of the comments here regarding Alfa achieving its sales goals. The one that is the most ridiculous is lack of distribution. It will be distributed throughout FCA's global network. Back in 2003 Alfa sold over 200k cars with its very limited distribution, mostly in Europe. Why on earth would 450k be a stretch considering a global network many times greater in size. As Jeep has done, Alfa will achieve sales heights never before seen. Then it will be time to bring back Lancia. Go for it Sergio.

  • Morea Morea on Aug 01, 2014

    Mandalorian: "An Alfa body and interior with Honda guts would be just about perfect." No, because it wouldn't be an Alfa, it would be a nicer looking Honda. Marchionne has already said Alfas would have Italian engines. Then again, he changes product plans more often than he changes sweaters.

    • See 1 previous
    • Bobman Bobman on Aug 03, 2014

      @GusTurbo That wop remark was in reference to its use in the movie The Graduate. The car Dustin Hoffman drove around in was referred to as the wop car. Sergio has mentioned that movie quite a few times. It had inspired him to bring it back. I wouldn't be surprised to see Dustin Hoffman somehow involved in an ad for the Alfa Romeo return. I think all the controversy that surrounded the remark was a little over the top, I don't think he thought it would offend anyone.

  • Jacob Jacob on Aug 05, 2014

    I agree that Fiat should keep Alfa if it really wants to have a high end brand. The brand that Fiat should really jinx is Lancia. Lancia is basically one of those "premium but not truly luxury" car brands. There isn't much space between FIAT and barely alive Alfa to fit the Lancia in.

    • Bobman Bobman on Aug 05, 2014

      I think, the decision to make the Chrysler brand more mainstream was an acknowledgement that it couldn't compete with the high end foreign brands. Alfa Romeo will take on that role for FCA. It's a good strategy, although they will need to maintain a little more conservative performance in order to get a wider appeal. This would leave a nice (wild side) niche for Lancia to fill. Still a lot of excellent brands in FCA's portfolio. I'm looking forward to seeing a Giorgio based Barracuda.