Is It A MISTAKE To Change The Name Of The Alfa Romeo Giulietta To The Dodge Dart To Sell In The US?

Today, Chrysler Group announced that Dodge will be receiving an all-new small car offering. In a move that I'd consider a landmark, Dodge will be resurrecting the Dart nameplate AND it will be using the underpinnings of the Alfa Romeo Giulietta.

For you Yankees that aren't familiar with the Alfa, it is an award-winning compact NOT for sale stateside.

But given the marketplace, is this the BEST thing for Chrysler to do? If anything, since buyers are CHASING after premium-like entry-level products, why wouldn't Chrysler just bring over the Alfa Romeo brand, which has been on delay [looks at watch] FOREVER and let that lineup compete in the US?

Think: Alfa has more of a premium feel and there's a certain something to its cars that would likely have folks coming back.

Then again, Chrysler may have been watching the Fiat 500 fiasco and decided that it may have been a risk too large to bear. Note that Chrysler wanted to sell 50,000 units and it hasn't even cracked half of that for 2011.

What say you, Spies?

Did Chrysler make a MISTAKE by not offering the real deal Alfa Romeo Giulietta in the States?

Chrysler's press release follows:

Dodge redefines performance in the compact car segment with an all-new, state-of-the-art four-door sedan delivering class-leading aerodynamics – the 2013 Dodge Dart.

With Alfa Romeo DNA and Dodge’s passion for performance at its core, the all-new 2013 Dodge Dart is a thoroughly modern vehicle that’s fuel-efficient, beautifully designed and crafted, agile and brings fun back to driving in the segment.

Similar to the Dodge Dart of the late 1960s, the 2013 Dart offers a special blend of style, performance and innovation. The Dodge brand leveraged its nearly 100-year history of passion for building high-quality, innovative vehicles that stand apart in performance and style, as well as from its partner Fiat’s global compact car expertise, to develop the all-new Dodge Dart.

ALFA ROMEO DNA
The all-new Dart is the first Chrysler Group vehicle based upon a Fiat architecture – adapted from the award-winning Alfa Romeo Giulietta. The Giulietta is renowned for satisfying the most demanding customers in terms of road-holding, agility and safety, with exceptional driving dynamics. The Dart leverages all of these attributes within a lengthened and widened platform delivering segment-leading levels of interior roominess.

The all-new Compact U.S. Wide (CUSW) architecture underpinning the Dart is a state-of-the-art architecture with an industry-leading 68 percent of the body composed of high-strength steel, resulting in a very strong and rigid structure. Combined with responsive steering, four-wheel independent suspension, and available 18-inch wheels, the Dart brings fun back to driving in the compact car segment.

UNMISTAKABLE STYLE
The all-new 2013 Dart marks the Dodge brand’s re-entry into the compact sedan segment, hitting the bulls-eye with a modern, unmistakable Dodge design that builds upon its performance heritage while evoking emotion, efficiency and fluidity of movement.

Eye-catching exterior proportions are set off from every angle by dynamic lines and curves, along with advanced technology, to deliver class-leading aerodynamic performance. The personality-packed front view is instantly recognizable as an all-new Dodge with its tailored split-crosshair grille, projector headlamps and fog lamps and accentuated fenders. Signature Dodge full-width LED ‘racetrack’ tail lamps and class-exclusive integrated dual exhaust – both inspired by Dodge Charger – accentuate the athletic and muscular stance of this dynamic and passionate new design.

THREE SOPHISTICATED, FUEL-EFFICIENT & POWERFUL ENGINES
The 2013 Dodge Dart will be powered by three fuel-efficient, powerful, state-of-the-art four-cylinder engines that add to Dart’s fun-to-drive quotient.

Drivers can select from a new Tigershark 16-valve 2.0-liter engine, a 16-valve 1.4-liter MultiAir Intercooled Turbo engine, and a new Tigershark 16-valve 2.4-liter MultiAir four cylinder engine. These three engines, combined with three transmission choices, combine to redefine performance by providing the most diverse powertrain lineup in its class.

MultiAir technology delivers optimum combustion at any speed under all driving conditions by allowing direct and dynamic control of air intake and combustion. The result is up to a 15 percent increase in low engine rpm torque, a 7.5 percent improvement in fuel efficiency and a 10 percent reduction in C02 emissions.

THE ALL-NEW DART – BUILT IN AMERICA
The all-new Dodge Dart will be made in America at Chrysler Group’s Belvidere Assembly Plant in Belvidere, Ill. The Company is in the process of investing $600 million dollars to support the production of future products, including the 2013 Dodge Dart. The investment includes the construction of a 638,000-square-foot body shop, as well as the installation of new machinery, tooling and material handling equipment. Work on the expansion began in the summer of 2010 and will be completed this year.

Agent001 - 12/7/2011 12:27:55 AM

0 Boost

As a kid growing up in a family where their dad ONLY bought Dodge's my whole life, I can say with confidence the Dart was ALWAYS lame.

Even as the DEMON.

Alfa name has mystique and Magic and I would have brought that back before Fiat.

001

internationalmanofmystery - 12/7/2011 8:45:51 AM

+3 Boost

Well said, Agent! It is the ability to recognize subtle differences like these ("...Alfa name has mystique and Magic") that explains why there are successful car makers (promoters all) and those on the verge of extinction.

LACMAN - 12/7/2011 9:30:07 AM

+4 Boost

001, (once again) I respect your opinion more than you probably know. I'm not taking a "cheap shot" at you, but how old are you??? As a car enthusiast, you should know better than most that times have changed. What does the Dodge's you grew up with that long ago have to do with this 2013 Dodge Dart other than the name? #justsayin

LexSucks - 12/7/2011 10:29:45 AM

+2 Boost

"As a kid growing up in a family where their dad ONLY bought Dodge's my whole life, I can say with confidence the Dart was ALWAYS lame.

Even as the DEMON"

- What about the "Swinger"?

"Alfa name has mystique and Magic and I would have brought that back before Fiat."

- Alfa was known in the USA as being service-bay cars. They had a horrible reliablity record. There's a reason why they had to leave the U.S market.

theman440 - 12/7/2011 3:23:18 PM

+3 Boost

Agent001 - I bet your Dad's Dart was a four-door 6cyl car, if you want to call it lame well then ok. I've driven a bone stock '70 340 Dart Swinger and it was an amazing ride. NOT LAME. Chrysler's A-body cars were rock solid and dependable vehicles - no one can dispute that.

Monopoly - 12/7/2011 9:28:27 PM

+3 Boost

@Agent001

Most people in America today can barely read, let alone spell. The marketing people at Fiat/Chrysler have done their job properly. "Dart", is catchy, yet easy to pronounce and fits perfectly for this particular class of automobile.

mini22 - 12/7/2011 12:36:12 AM

+3 Boost

Yes-I agree. Further I'm sure the Dart name was not suddenly thought of. I'm sure it has been in the works for quite some time.This car has nothing to do with the success or struggle with the Fiat 500. The 500 has not done as well as Fiat has wanted due to a few mistakes. 1)It is probably priced about $500 to $1000 too high.2)Unlike Mini there was no Abarth version when the base model came out in March of this yr.3)The marketing for this car has been poor. This was further highlighted by the J-Lo ads.4) There are too many versions of the base model. The Lounge model should be dropped as it is too pricy.5)Until a new 500 comes out Fiat cannot really do too much to deal with the lack of room. However it could tweek the suspension a little for better handling and give the engine a bit more power.Alfa is supposed to be entering the scene in 2013 with the 4C initially, followed by the Giulia,the revised 5Dr Mito, and finally a facelifted Giulietta in 2014. There was always a plan though to share this platform with Dodge and Chrysler. I would say Fiat/Chrysler is proceeding along with this plan. I'm excited with the new Dart. I hope they keep the Giulietta handling intact in this new Dodge.

LexSucks - 12/7/2011 10:25:07 AM

+3 Boost

"Built in America" doesn't really mean anything anymore from a quality standpoint.

theman440 - 12/7/2011 3:25:17 PM

+2 Boost

Only time will tell if this new Dart will tarnish the name...I'm willing to wait and see. THIS is an exciting time for Chrysler.

bfghemicuda - 12/9/2011 9:51:23 PM

+1 Boost

440, Well said.

Joe_Limon - 12/7/2011 3:48:00 PM

+2 Boost

I think it's a good thing. I can pronounce Dodge Dart much better then I can Alfa Gulliliedata or however it is pronounced!

Joe_Limon - 12/7/2011 5:50:12 PM

+5 Boost

Marx like many other soft communists are idealists. Their ideals were and never will be fulfilled since they simply aren't rational in the real world.

mini22 - 12/8/2011 1:29:27 AM

+2 Boost

Back to the original question-If it was better to call this a a Dodge Dart rather then an Alfa Giulietta. Here the thing from the spy photos this car really does not look like a Giulietta any longer. It looks significantly longer and has completely different front and rear ends to it. If all Fiat did was to take the original body style and rebadge it that would be one thing. However it is clear that a bunch of money was thrown at it to make it look more American. Only the slanted headlamps make it seem a little European. The original Dart was a rather pedestrian basic car in Chrysler's fleet. I assume it sold in high volume. Marchionne seems very cautious to maintain an a distinctly American feel.

bfghemicuda - 12/9/2011 9:57:07 PM

+1 Boost

Using the Dart name is very smart. The origonal A-body darts and barracudas/valants were bulletproof. My first car was a 1968 Dart GTS 340 and wish I never sold it.