Fiat CEO Sergio Marchionne said that the Alfa Romeo 4C sports car is not ready to be launched in the US and didn’t offer a date for the brand’s return.
Marchionne said at the Detroit auto show that the Alfa Romeo 4C sports cars, which is expected to be unveiled at the Geneva car show this March, is not ready to be launched in the States and didn’t say when the brand will return to the country. Fiat stopped exporting Alfa Romeo models to the US in 1995, and now the company considers that increasing the brand’s sales would be a cornerstone of the company’s plan to reduce losses in the European market by 2015.
To avoid closing plants in Italy and to return operations to profit, Fiat has to sell more Alfa Romeo, Maserati, Fiat 500 and Jeep vehicles in expanding markets, such as the US. Investors admit that they are quite disappointed by Alfa Romeo’s performance since Fiat purchased the brand in 1986 and Marchionne is aware of the fact that he didn’t manage to boost sales volume. Although VW has expressed its interest in the brand, Marchionne holds to his decision not to sell Alfa Romeo.
“Alfa Romeo is coming, there is not a single doubt,” he said at a news conference. The 4C “is not where it needs to be before it comes to the U.S. We will continue to work on that car until we get it absolutely perfect for launch in the U.S.”