U.S. debut of Fiat will be made under Alfa Romeo brand

Although Fiat has finally acquired access to the US market through Chrysler’s strong dealer network, its past reputation as a producer of undependable, cheap vehicles might spoil its intentions of re-entering that market.

It looks like Fiat’s CEO (and also of Chrysler, by the way), Sergio Marchionne is thinking along these when he opted to Alfa Romeo vehicles to the US instead. Reports are saying that the plan is to bring more high-end Alfa Romeos to the US instead of Fiat models for the purpose of competing with existing European luxury names. It has been confirmed that only the Fiat 500 will reach the US and will be expected to exist only within its own brand in the same way the German carmaker BMW handles its Mini brand.
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veyron1001 - 6/26/2009 11:04:52 AM

+1 Boost

Good idea. I hope everyone learns from the problems GM made with saturn/opel

bfghemicuda - 6/26/2009 11:09:58 AM

+1 Boost

Sergio seems quite confidant. Alfa does have a better following than the fiat name, at least it seems that way.

LauderdaleDriver - 7/1/2009 4:14:40 PM

+1 Boost

Bring me a Brea, coupe or spyder. I am ready.