Fiat Wants Alfa Romeo to Become Audi Competitor in US

FiatFiatItaly, 1899 > present159 models
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already gave Alfa RomeoAlfa RomeoItaly, 1910 > present108 models
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a soft relaunch in the US in 2008 when it sold 90 8C CompetizionesAlfa Romeo 8C Competizione Gen.1Italy, 2003 > 20092 versions
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there. However, now it is planning to give the brand an official relaunch when the 4CAlfa Romeo 4CItaly, 2011 > present5 photos
goes on sale in 2013. Eventually, Fiat hopes to turn Alfa Romeo into a sporty, luxury car brand to compete with Audi in the US. Alfa Romeo stopped selling cars in the US in 1995. 

The initial plan for Alfa Romeo is to piggyback on existing Fiat dealers in the US, of which there are currently 160. It will also begin developing cars using Chrysler platforms built in Chrysler factories in the US. The 4C will launch first in 2013, and the plan right now is to bring the GiuliaAlfa Romeo GiuliaItaly, 1962 > 19762 series
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sedan out in 2014. 

"We are anxious to get started with Alfa Romeo. But I would prefer the launch, products and marketing be right rather than rushed,” said Bill Golling, head of the Golling ChryslerChryslerUnited States of America, 1925 > present70 models
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dealership in Bloomfield Hills, Michigan. 

The new Giulia will ride on the enlarged previous Giulia platform that is also being used on the new Dodge DartDodge Dart (modern)United States of America, 2012 > present26 versions
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. The car will be revealed in 2013 to go on sale in 2014. It will probably be built in the US as well. 

Then in 2015, the new SpiderAlfa Romeo Spider (modern) Gen.1 [939]Italy, 2006 > 20107 versions
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that Alfa Romeo is working on with Mazda is due. 

It might be the perfect time to relaunch Alfa Romeo in the US because so few people remember the problems the brand had in the 60s and 70s. Alfa Romeos were known as great sports cars with poor reliability and quick to rust. It has been nearly 20 years since the last Alfa Romeo was sold in the US, and even that point it was rare to see the brand on the road. Fiat can market the brand's sporting heritage while ignoring all of its problems. 

Source: Automotive News Europe