As they prepare to reintroduce Alfa Romeo to the U.S., Fiat Chrysler marketers are exploring the notion that shoppers are tired of look-alike German luxury cars. Olivier Francois, FCA US' chief marketing officer, says that American and European consumers have "started to get a little bit tired" of the sameness of German luxury cars and the "copying" of their attributes by Japanese and American luxury brands.
"It's a little early to think about, but we've started our marketing reflection around Alfa," said Francois in an interview with Automotive News last week.
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