Fiat still not sure whether to sell Alfa in the US through Fiat or Maserati dealerships image

Chrysler-Fiat CEO Sergio Marchionne agrees there’s a conflict between Maserati and Fiat dealers over the future sale of Alfa Romeos in the United States, but says his strategy is to market Alfa Romeo also using the best performing Fiat dealers.

This new statement has changed from one in late September by Harald Wester, the global head of Fiat’s Alfa Romeo and Maserati brands, who claimed the Alfa Romeo 4C coupe, which is heading Alfa Romeo’s return to the United States, would be sold through U.S. Maserati dealers when it reaches showrooms in 2014.

Maserati’s 68 U.S. dealerships are separate from the Chrysler dealer network, which houses around 210 Fiat dealerships that want to sell Alfa Romeos. Still, last week, in an amended filing to the Securities and Exchange Commission related to its proposed initial public offering, Chrysler Group was very strict about where Alfa Romeos will be sold in North America.

“In 2011, we began distributing Alfa Romeo vehicles in Mexico, and have exclusive distribution rights for Alfa Romeo in the U.S. and Canada,” Chrysler wrote in the amended filing.

Marchionne aims to address concerns even as the distribution problem remains unresolved. He promised that upcoming Fiat models from Europe are coming to Fiat dealers in North America — specifically the new four-door 500L and the upcoming 500X crossover.

Via Automotive News