Alfa Romeo’s global brand chief says he won’t cut prices to meet lofty U.S. sales goals, because he insists Fiat Chrysler Automobiles isn’t setting such targets in the first place.

The absence of set objectives is a rarity for Reid Bigland, who’s also head of U.S. sales for all of Fiat Chrysler. His focus is on building out Alfa Romeo’s dealer network and reestablishing the brand in the U.S. as a true luxury name, with the Stelvio crossover about to join Giulia sedans in showrooms.

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Waiting For A Hell Of A Deal On That New Alfa Romeo? You Better Think Again

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