Alfa Says It Plans To Compete With The Germans Not Copy Them Like Everyone Else

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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TheSteve - 4/20/2015 11:46:33 AM

+2 Boost

Just about everybody plans to "beat the Germans", or wants to.

mini22 - 4/20/2015 12:14:44 PM

+1 Boost

True-But most of them try to beat them by copying them. I think it is a fresh approach to offer an alternative to Audi, BMW, and Mercedes. Jaguar does it to a certain extent which is why I would choose Jaguar if I wanted a luxury sedan today. Audi, BMW, and Mercedes seem to be the standard barer for someone that has acquired some wealth and needs to show it off. Nothing wrong with that but I would rather buy something more interesting than the usual. I think Alfa is taking the correct approach.

Agent009 - 4/20/2015 1:04:16 PM

-2 Boost

You can never win a race if you always follow. You have to overtake at some point. Where you overtake can make the difference between log term success and temporary gains.

The Germans won't be in second for long just look at the gains Audi has made in reliability in the last 5 to 10 years. The Japanese have overtaken in reliability (yes I said that), but that is diminishing and the currently have no other aces up their sleeve.

Where is the next strong point for the competition?

trmckin - 4/20/2015 1:58:22 PM

+1 Boost

Next strong point? Its not a point but a market shift. Young people aren't buying many of the cars made today. Cheap, low maintenance, tech laden, reliable and brainless to own. Whoever fills this segment will win. Cars like most people on this site like to drive will get more expensive as we are a shrinking market for auto makers in the long term 30-40 years.

TheSteve - 4/20/2015 7:57:15 PM

+2 Boost

'009 (re 2 posts up): I agree with many of your points, but where does Alpha fit in? Last I heard, the Italian brands had a reputation for beautiful and fashionable coachwork, and for being problematic in terms of defects (initial and long-term), and general reliability. My understanding is that people don't get a Ferrari or a Lamborghini as a primary ride because they're affluent and passionate about cars; they get one because they want one, and because they can, in *spite* of it spending a lot of time in the shop (so they put relative few miles on them). This isn't the domain of the German brands.

If Alpha wants to dance with the Germans, it'll have to redefine what an Alpha Romeo is, and that won't be like our current understanding of a quirky, finicky, temperamental, yet beautiful and character-rich Italian sports car. As far as I know, someone who's considering a German brand (MB, BMW, Porsche, or Audi), doesn't even have Alpha Romeo on the radar. It's a completely different beast.

iamdabest1 - 4/21/2015 12:25:47 AM

+3 Boost

alfa will need free maintenance programs like bmw and warranty like huyundai if they want to sway people into thinking they are worth the gamble.