Alfa Will Return Stateside…On Her Own Terms, Of Course

By Gunnar Heinrich

LEAVE it to the Italians to shake up the party.

In a grand Italo-American conference set in the even grander Venice, Fiat CEO Sergio Marchionne dropped a few subtle hints of great things to come.

“The U.S. market is very large, and we’re not looking to occupy a premier position,” Marchionne said. “But I think we do have a couple of brands and products that we can sell successfully there,” BusinessWeek quoted Fiat’s modestly spoken guru.

Alfa Romeo’s return to America has been hotly anticipated since… well… time immemorial. But if we’re actually counting – 2006.

Trouble is, Sr. Marchionne only sees profitability in selling Stateside by building Stateside.

“Trouble?”

Che?

Surely all those Euros are good for America’s struggling economy?

Yes, Fiat investing in a new factory or co-oping with an established carmaker like Mercedes-Benz who already has large assembly lines in Alabama would do well in Dixie.

Yet, selling an American made Alfa to Americans just doesn’t add up; without the “Made In Italy” appeal, it’s as dumb as trying to sell the Anglophilic thrill of owning an MG that’s built in a factory where the wind comes sweepin’ down the plain.

Fiat, SpA does own and operate the world’s largest auto plant in latin Brasil – a Brazilian Alfa would have a similar caffeinated marketing appeal as a double espresso black.

“Finalemente, Non!”

There’s no space there says Marchionne. It’s Stateside or no side.

[Linked: BusinessWeek]