An Alfa Romeo Challenger? Dodge models to be sold as Alfa Romeos in Europe

Posted: Jul 03, 2009
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Alfa Romeo Challenger

Chrysler Group LLC and Fiat SpA’s CEO Sergio Marchionne recently said that the new partnership between the two companies will bring back the Alfa Romeo brand to North America to compete against luxury European cars. The new CEO is hard at work at his Chrysler Group LLC office, sharing details on his vision to use Fiat models as the basis of future vehicles branded as Chrysler, Dodge and Jeep.

According to AutoCar, Dodge models could be rebadged in Europe as Alfa Romeo cars. Marchionne says he sees the two brands sharing the same core identity and he aims to have a strategy in place on what to do with the two brands by the end of the month.

Sources say that one proposal Marchionne has in mind is selling all Dodge models as Alfa Romeos in Europe, and all Alfa Romeo models as Dodge models in the United States.

“Dodge is the American muscle car, while Alfa Romeo is the European muscle car. How we dovetail these two brands is very important,” Marchionne said. “The level of competition between these two brands is tremendous because they are both going after the same customer.”

Could I interest you in a Alfa Romeo Challenger or a Dodge MiTo?

By: Stephen Calogera

Source: AutoCar


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  • Allen

    Answer: no.

  • dmiami

    Well said Allen, well said.

  • Pat

    haha i love the rendering… and no i would never want to see Dodge models being sold as Alfa Romeos

  • cman815

    Fiat would be making a grave mistake by doing this. Like Fiat says, Dodge is American Muscle, and Alfa Romeo is a European performance car. If they want to sell Alfa's at Dodge dealers that's okay, but don't badge them as a Dodge. Fiat needs to turn Alfa's into true BMW alternatives to have solid success here in America.

  • Bruno

    At first glance this article seems like a joke. Are they serious? Basta! with the constant adulteration of Alfa Romeo cars. As much as I like my Alfas, if they rebadge some dodgy American car as an Alfa I think it's time to move on to BMW or Audi. At least they know who they are and where they are going.

  • Bruno

    At first glance this article seems like a joke. Are they serious? Basta! with the constant adulteration of Alfa Romeo cars. As much as I like my Alfas, if they rebadge some dodgy American car as an Alfa I think it's time to move on to BMW or Audi. At least they know who they are and where they are going.

  • alfarules

    alfa is a company full of racing history…why should they rebadge dodge?are they stupid?alfa's are rigid as a block of steel and dodges are as ridgid as a tomato soup……………………………..