Report: Alfa Romeo, Maserati, Abarth could merge into one brand

According to reports, Fiat is planning on merging Alfa Romeo, Abarth and Maserati into one sporty sub brand. Earlier today, Fiat CEO Sergio Marchionne appointed Abarth and Maserati CEO Harald Wester as CEO of Alfa Romeo. Wester’s main goal will be to identify the similarities and synergies between the three brands.

Fiat has previously confirmed that Alfa Romeo is under strategic review with details to be published in April when Fiat Group announces its plans for the next five year.

“Alfa has been underperforming for a long time,” Marchionne said at the 2010 Detroit Auto Show. “It has been the most difficult part of Fiat”s recovery, even though on paper it looks so attractive. The marque isn”t for sale, or anything like that. It”s our problem. But we do have to rethink our objectives and be realistic with ourselves before we do anything else.”

One option being considered is freezing product development once the Giulietta is launched, leaving the brand with the Giulietta and Mito to keep it alive into the later part of the decade.

“First, I want to see how well we do launching the Giulietta. From the technical point of view it”s a huge step forward, but I want to see how it fares. And I want to see how we can take advantage of that through the company.”

– By: Kap Shah

Source: AutoCar