What about this Alfa Romeo-in-US story from Italy is still true?

When the new Tonale arrive great. If the new Giulia GTA also shows that would be even better along with another new 2 door coupe. I don't trust Stellantis (AKA PSA) at all. This group helped destroy Citroen and everything else they touched.

 

I'm no automotive engineer but it seemed to me 3 years ago that if they would have just

• taken the existing components of the Quadrifoglio line and made:
  
  • a 2-door coupe Giulia,
    
  • a slightly stretched V6TT 4C,
    
  • the Tonale, and
    
  • a full-sized SUV larger than the Stelvio,

that they could hit a wide swath of the US market.

 

There is nothing wrong with the product from Alfa (or Maserati) the problem has been its management by Chrysler personnel and its distribution through the CDJR network.

Both Alfa and Maserati are now being managed from Italy again, according to the new director of Alfa, they plan to reevaluate their distribution outlets. Getting both brands away from anything related to Chrysler and its dealers is the first step to success.

 

Yes and replacing Chrysler with PSA components. Obviously you hate Chrysler more than PSA. I hate both companies, although US distribution by Chrysler was poorly planned.

 

It’s not the Chrysler components, they function reliably, were developed with and used in a number of Mercedes. Their visible facial can be changed to disguise its origins (only they don’t) Maseratis, Lamborghinis, Ferraris etc have always sourced components from mass market manufacturers, nothing new.

The real issue has been Chrysler management not understanding the product nor its customers and selling them through the Chrysler dealer network of mass market retailers. That’s where and why both brands sales collapsed.

 

I agree. The entire relaunch of Alfa here was a mess. I believe that if Sergio were still alive things would be different.
The Giorgio platform was designed as the cornerstone for new models, a GTV coupe` could have been made on that platform, just new skin really.
They (Alfa) should have addressed the dealer network prior to launch. They would have been better served vetting dealers and not just assuming that the existing network would work. It didn't and it is still lacking. The Tonale will not be the savior unless dealer network is strengthened.

 

On paper using the Chrysler Network makes sense, however if Marchionne had studied history he would have known that both Maserati and Alfa had previously teamed up with Chrysler in the late 80s early 90s for distribution through the Chrysler network. The end result was both Maserati and Alfa pulled out of North America.

what is needed now is a purging of Chrysler staffing and dealers with a rebuilding of the network with upscale quality dealers.

 

It made sense only because the physical plant of dealerships was there. As an Alfa QV owner I can tell you without any hesitation that they can’t service these cars Alfa should only be sold paired to Maser dealers.

 

the problem is even when they are dualed with Maserati they are usually part of a larger dealer group that is within the CDJR network. At least you can count on the Maserati/Ferrari duals to service the cars with confidence

 

A quick look at Google reveals the following:

Of the 84 locations in the U.S. spanning 33 states and the four in Canada, all of these Alfa Romeo dealers will build off of existing Fiat and Maserati dealers, with the highest concentrations in California, Texas, and Florida.

 

This was all part of the Chrysler bailout when the US government begged FIAT to take over Chrysler. The Obama administration was pushing for smaller cars (global warming) which Chrysler didn’t have but FIAT did. Chrysler dealers were promised volume sales with Alfa franchises down the road if they took FIAT now. They got 1st priority on Alfa, after the split with Ferrari but before the merger with Chrysler, Maserati slowly began to expand its network choosing mostly decent upscale dealers as stand alones with the promise of Alfa down the road when they returned to the USA.

Once the FCA merger happened Maserati’s network was greatly expanded quickly with Chrysler dealers, which is probably about 75% of the Maserati dealers.

 

Alfa doesn't know how to build cars "for the American market" and they should stop trying. They should build an Italian car just like you do in Italy. That is what Alfa enthusiasts want. Alfa once again came into the market with the wrong car, the Giulia, and priced outside of the traditional Alfa owners (who have kept the marque alive here for the last 30 years).

Alfa ignored the tens of thousands of enthusiasts who wanted a small nimble car, not a C class Mercedes or an Audi A4. Alfa should have brought the Giulietta to America first, complete with the QV model...and priced ten thousand below the Giulia. That would have had long-time hard core Alfa owners of the past, coming back to the showrooms for a car that resembled in size and weight, their Alfa's of the 70s and 80s. Yes I know all about the SUV trend. And Alfa launched theirs to try to attract new customers, but they put the cart before the horse because they totally ignored their base.

They could have used the Giulia engine in the Giulietta. Even made a two seater Giulietta coupe with the Alfa 4 wheel drive. After they had thousands of Giulietta's being snatched from showrooms, and on the streets, that would have been the time to add the Giulia and Stelvio.

And if you look at some of the great ads for Fiat and Alfa (you can find them on YouTube), they are sexy, they are funny, they ooze the essence of being Italian. And that is what makes us love Italian cars. They will never be Accura to Toyota or Audi or Jaguar. Alfa is about being Italian. Sadly, for all of Peugeots words about supporting Alfa...it is the French platforms that Alfa will be built on that worries me.