Alfa Romeo (Finally) Returns to the U.S.

By | February 24, 2014
Since early last year, we've been hearing that the new Alfa Romeo 4C will be gracing our shores. Each time a launch date was announced, it was continually pushed back until we thought we'd never see the new Alfa. During the 2014 Detroit Auto Show, Sergio Marchionne, Chrysler and Fiat CEO, announced that the new vehicle will hit the U.S. in the second half of 2014, with more models expected to arrive in 2015. During that same press conference, Marchionne went on to talk about the return of Alfa to the U.S. "We're not looking to rule the world with our premium strategy. I just want a piece of the market. It doesn't have to be Dieter's share," he said in reference to Mercedes-Benz chief Zetsche. We can expect the first crop of Alfa Romeo 4C models to be sold out of select Maserati dealers, while the best-performing Fiat dealers will most likely get Alfas from the second wave of imports. As of yet, those Fiat dealers that will be selling the new 4C have not been notified, despite claims made my Marchionne at the Detroit Auto Show.
Many of the dealers that were promised the opportunity to sell the Alfa Romeo 4C will not be getting them. Michael Golling, owner of two Fiat dealerships in Mich., originally opened his shops as he was told he would be allowed to sell Alfa Romeos. Golling told The Detroit News that selling the Italian sports car was part of the reason he opened the doors. "We're in the perfect spot for it in Birmingham. We've got Audi, Land Rover, Porsche and Mini on the same block. I think we could sell a lot of them. But we're not guaranteed." Source: Automobile Magazine, The Detroit News