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