Photo: Alfa Romeo
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.
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."
"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."
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