Marchionne Will Appoint Alfa Romeo US Chief

We know that Fiat Group’s CEO sees a not-so-rosy 2012 for the European market, but until he can focus his attention on that, there’s the little matter of Alfa Romeo’s return to the US market, which is long overdue.
US debut to be made with 4C sportscar 1 photo
Photo: Alfa Romeo
According to Automotive News, Sergio Marchionne will soon change all that as he will put somebody in charge of Alfa’s North American operation by the end of the year. The CEO believes it will be less difficult to create a new brand image for Alfa in the US than it would be changing it in Europe.

"We are going to target the U.S. market first and work our way back into Europe," he said in an interview in Turin, Italy. "We have run market tests on the desirability of the Alfa brand in the U.S. and -- notwithstanding our long absence from the market -- it's still one of the best brands in the world, and I think we need to go back and grab it."
If you liked the article, please follow us:  Google News icon Google News Youtube Instagram
About the author: Mihnea Radu
Mihnea Radu profile photo

Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida.
Full profile


Would you like AUTOEVOLUTION to send you notifications?

You will only receive our top stories