Will the Alfa return to the U.S.?
Fiat which took over Chrysler is considering the introduction of its premium brand Alfa-Romeo in the U.S.
As far as I can tell, Alfa-Romeo has a pretty good reputation in the States. People associate the vehicles with sportiness, passion, European technology and Italian passion. The fact that many sophisticated Americans are familiar with the brand is due to the fact that it was possible to purchase Alfa-Romeos until 1995 in the U.S.
Given the success of German premium brands such as the Mini, the small MiTo could definately meet some demand. However, Alfa-Romeo will definately remain a niche model as is the case in European markets such as Germany. A lot will thus depend on the cost aspect of selling this brand in the U.S.
Here is an article with further background information on the issue:
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