FCA says BMW and Audi should be ready for Alfa Romeo challenge image

Sergio Marchionne, the chief executive officer of FCA NV, the seventh largest automaker in the world, has proposed a challenging plan – worth billions – to transform Alfa Romeo from a Cinderella into a worthy luxury opponent to German rivals.

The executive wants the latest revival plan for Alfa Romeo – one of many in recent decades – to finally turnaround the dismal performance and propel the brand from a second-tier position to a premium position that would challenge the German triumvirate – BMW, Audi and Mercedes-Benz. The strategy starts simple – three new models are set to hit dealerships by the start of 2018. And five more are scheduled to appear afterwards – all in all a huge endeavor for FCA. The first step is showcase for the first time the new Giulia midsize sedan this week, followed by a midsize SUV and a flagship sedan, as rumors from supplier sources point out. The three autos would be just the appetizer and the way to turn the brand from 70,000 unit sales worldwide last year to 400,000 vehicles by 2018 – with around 150,000 autos expected for delivery in the United States.

The Giulia is coming to Europe early next year and then hit US dealer lots in April or June, according to the sources, consulted by Automotive News. Next up in 2016 are the midsize sport utility vehicle and the top o the range sedan in 2017. The stakes are high and the risks are enormous – the revival of Alfa should lift it from the mainstream segment into the high profit area of premium cars. It should also grant it a following in the fast expanding American market, after years of absence.

Via Automotive News

  • jaffa99

    Fiat / Alfa are not going to make something that competes with the Germans, they say this every time they release a new model, they said it when the 156 came out and again for the 159. All it means is that they’ve overpriced it and that will result in poor sales and horrific depreciation. Which is a shame because I love Alfa’s. As usual I’ll have to wait for a few to appear on the used market.

  • jaffa99

    Fiat / Alfa are not going to make something that competes with the Germans, they say this every time they release a new model, they said it when the 156 came out and again for the 159. All it means is that they’ve overpriced it and that will result in poor sales and horrific depreciation. Which is a shame because I love Alfa’s. As usual I’ll have to wait for a few to appear on the used market.

  • WOP333

    We have been hearing about Alfa coming back to the US for years. Nothing has happened. Even the 4C is rare and hardly available. The quality of Alfa is still crap and will have an uphill battle competing with the German marks. I would love to see Alfa build a good car that is readily available in the US but I have been waiting for 30 years and don’t believe it will ever happen.