#AlfaRomeo

We’ve seen a fair number of outstanding engine swaps in 24 Hours of LeMons racing— the Saab B Turbo-powered 300ZX comes to mind— but most such projects tend to have reliability and/or performance issues in the car-slaughtering arena that is LeMons. At the frozen Campaign To Prevent Gingervitis race a couple weeks back, the much-anticipated radial-engined MR2 ate its drivetrain after a single lap, but there was one outlandishly butchered machine that actually contended for the overall win: the Alfa Romeo quad-cam V6-powered Bertone X1/9 of Team Launcha Splatos.

The weather went from rainy to nice, and the high speeds seen at New Jersey Motorsports Park took their toll on the field-O-hoopties today. The engine carnage was overwhelming (more on that later), but some cars kept all their connecting rods where they belonged; at the end of the day, the Team Pro-Crass-Duh-Nation Alfa Romeo Milano held the lead. A pair of BMW E30s lurks close behind the Alfa, so there ought to be plenty of excitement when the green flag waves on Sunday morning.

You’ll see the occasional Alfa Spider or Milano on the streets of Denver, maybe even a 164, but it’s a special day when a GTV6 appears. This one lives in my neighborhood, just a block or so from the ’52 Kaiser Henry J Corsair daily driver.

A few weeks ago, one of our overabundance of resident Germans wrote about how Volkswagen wanted to marry the Italian bride, Signorina Alfa Romeo. The project was colloquially called “Italian dressing” (Those Germans and their crazy sense of humor(!)). But it was soon dismissed as a throwaway comment from a company hell-bent by taking over ze vorld. Well, now Piech himself is getting involved, and if Piech wants something …

The enthusiasm for the Fiat coming to the market has diminished. At first, it was something that would be mixed in… now [Fiat-Chrysler is] going to have to present a compelling story and product to back me investing at least $1 million to build a new showroom

Everyone loves the Fiat 500, but Chrysler’s dealers aren’t exactly thrilled that they have to build brand new showrooms to sell the Italian (er, Mexican) subcompact, as witnessed by the quote above in the WSJ [sub]. Another dealer adds that he knows enough troubled MINI and Smart stores to be spooked by the prospect of dropping hundreds of thousands of dollars on what will clearly be a niche offering. Yet another calls it an “excellent opportunity,” but Chrysler needs to find 200 qualified dealers to make Fiat’s American adventure a reality. The credit and car markets, gas prices and Fiat’s less-than-stellar American-market legacy all conspire against the scheme. To say nothing of the poor historical precedents for Chrysler’s ballooning brand portfolio. But as usual, CEO Sergio Marchionne has it all figured out…

Fiat doesn’t need other partners. We have a strong relationship with Chrysler and that is what we are actively working on

Fiat’s new Chairman, John Elkann, told shareholder’s in his family company Exor, exactly what every good, newlywed husband would say. Then again, not every husband had, shall we say, the appetite for partners that pre-Chrysler Fiat had. Just ask GM. Or BMW. Or Tata. Or Sollers. Or Zastava. Or SEAT. Or, you get the picture. Literally.

The last ten years have not been kind to Fiat’s Alfa-Romeo brand, as 2009 sales levels fell to about half their 2000 volumes. Having put Alfa on “strategic review” and stuffed it into a “brand channel” with Maserati and Abarth, CEO Sergio Marchionne has had a change of heart, and is now “determined” to build the brand into a “full-line premium carmaker.” According to Automotive News [sub]’s coverage of Fiat’s five year plan presentation, that means committing to a US presence targeting 85,000 annual sales by 2014. For a sense of scale, the Alfa brand sold a grand total of 103,000 units globally last year. And Alfa is going to have to kick ass around the world to meet Sergio’s goals. By the time Marchionne expects American Alfisti to buy 85k units each year, he wants the brand’s global sales to have increased nearly five-fold to half a million units. Ambitious doesn’t even begin to describe it…

Fiat/Chrysler CEO Sergio Marchionne seems ever more committed to the idea of bringing the Alfa Romeo brand to the United States, telling Automotive News [sub]:

I’m a lot more confident now that Alfa Romeo will reconstitute a product offering that is acceptable globally, and more in particular in the United States and Canada. There is a strong likelihood that the brand will be back here within the next 24 months