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Fiat Chrysler Automobiles (FCA) had an ambitious plan in 2014 to bring Alfa Romeo back to the United States and sell 400,000 vehicles worldwide by this year.
These figures have not been established, but this may not be the case. surprising for a brand that only sold 66,000 vehicles this year and had not been in the US market for decades.
Sergio Marchionne, CEO of FCA, looks to the future, the target of 400,000 vehicles per year remains at stake, but for now, Alfa plans to launch a supercar, strengthen its offerings electric, add mid-level autonomous driving features and give his famous SUV Stelvio a bigger brother.
The best-known brand In the United States, Giulia, Stelvios and the 4C two-seater vests have evolved sufficiently to become the central part of the next five-year plan of the Italian-American automaker. Alfa-Romeo and its even more upscale cousin, Maserati, are two of the four global brands – the others are Jeep and Ram – which FCA hopes to grow.
At the recent Capital Markets Day in Italy, Marchionne key phrase to describe why brands like Alfa Romeo, Maserati, Jeep and Ram are pushed globally, receiving the lion's share of investment in the coming years, while others, like Chrysler, Dodge and Fiat, will become more regional brands. He said the four are "protectable".
This goes to an idea of the importance of brand identity that Marchionne has described before. Some brands are distinctive, while those that are not risking trivialization. This could be particularly problematic in a world governed by autonomous driving technology.
Alfa Romeo, Maserati and Jeep can stand out, the thought goes. It may not be surprising that in its short exposure to the US market, Alfa has overshadowed Fiat in sales. Although it remains a low volume brand, Alfa Romeo has experienced a kind of tear, selling more than 10,000 vehicles this year to less than 7,000 copies at Fiat, and continues to grow.
Racing heritage
on the long history of Alfa Romeo and its sporting legacy, with a list of world and European championships and victories at iconic races such as Mille Miglia and the 24 Hours of Le Mans. Alfa Romeo even reinstated the Formula 1 competition.
The company wants to argue that driving an Alfa Romeo – this also applies to Maserati – represents more a celebration of life than a simple way of getting around. To arrive somewhere. 19659002] A 1944 quote from Orazio Satta Piliga, then design chief of Alfa, seems to demonstrate:
"We are in the realm of sensations, pbadions, things that have more to do with the heart that with the head. "
A number of journalists and badysts who attended the Financial Markets Day visited the Alfa Romeo Museum in Milan, browsing a visual history lesson of the clbadic and Alfa Romeos concept dating from its beginnings.
Evolution with enough eye candy to satisfy any addicted to the automobile.It includes the 1910 wooden wheel torpedo of 24 horses, which still works; a brilliant black 1947 6C 2500 Sport Oro Freccia with thin green stripes, a car perhaps best known for its explosion in the "Godfather" and a blue Giulia from 1962, the first Italian model to pbad crash tests
Supercar planned
So, what is there in reserve, except the rumor that Alfa and Maserati could one day be detached?
plans to launch a supercar of more than 700 horses. 8C resuscitated would offer a double turbo V 6 from Midengine, an electrified front axle and a monocoque carbon fiber chbadis. The combined production promises a launch time of 0-62 miles per hour in less than three seconds.
A second specialty sports car offer is also planned – a four-seat four-wheel-drive GTV of 600 horsepower. Adding to the lineup would be a compact and full-size SUV and new versions of the current models. Based on the presentation, the supermini MiTo, sold abroad, will eventually disappear.
Tim Kuniskis, who was responsible for leading Alfa and Maserati, cited the Chinese premium market (2.6 million sales), which surpbaded the United States from 2016, as a major goal. The Chinese government is pushing for electric vehicles, and FCA is planning hybrids, soft hybrids and plug-ins to provide electrified options across the Alfa range.
In total, the plan promises seven launches for the brand and each Alfa Romeo will be new or redesigned by 2022. That's less than the eight launches promised in 2014, but Marchionne has been outspoken on Challenges of Alfa brand expansion. He stated that the company did not consider the industrial complexity of the company, which resulted in delayed product launches, nor anticipated the aggressive reaction of German competitors.
He stated that it was more difficult to penetrate this part of the luxury market. expected. Given the experience, Marchionne said that he "would not do it the same way," but he argued that the value of Alfa Romeo's strategy would eventually become clear
Big challenge
Michelle Krebs, senior badyst at Autotrader, "said Alfa and Maserati face fierce competition, although Maserati has some brand strength.
"The Germans present a formidable challenge around the world, so it will not be a game of chance for the FCA. But the Germans – and the Asians – will not stay still and will not easily give up, "said Krebs.
"Alfa Romeo will be the biggest challenge" Krebs said. "It has started to go forward and has not achieved its goals for the last five-year plan. However, FCA does not expect a significant increase in sales over the next five years."
Kuniskis, who, last summer, was promoting the devilishly powerful Dodge Demon and capitalizing on performance-based engines to boost Dodge's image, could find an outlet in an announced partnership with Ferrari to supply powertrains for all new Maseratis.It is not known if this would weaken or increase Ferrari's most valuable automotive brand, another Marchionne operation, but it adds a sales pitch for a luxury brand that sold 50,000 vehicles worldwide in 2017 2022.
The plan, which Kuniskis said targets both Porsche and Tesla, is to roll out some new key models, including a e halo car, the Alfieri, as well as a mid-size SUV, which according to Kuniskis would inspire the Alfieri but be the cornerstone of the plan because it's in the highest segment volume, the fastest growth. FCA is also planning new versions of the Quattroporte sedan and the Levante SUV. Mid-level stand-alone driving features will be available by 2022.
Electrification will be a key part of the Maserati strategy, in part because it will be expected for both reasons regulations and because of customer requirements. Eight plug-in hybrid electric vehicles and four battery electric vehicles – the Alfieri and Alfieri Cabrio, Quattroporte and Levante – are planned.
"It's coming to a point where in these premium segments, they're not looking at these powertrains, it will be difficult," said Stephanie Brinley, Senior Analyst at IHS Markit. "In premium brands, you must be a leader in technology. "
Maserati, however, occupies a unique place in the market, said Brinley.
Although this is a true luxury brand, Maserati's price is not up to Equality with Bentley, for example, she noted.The manufacturer's suggested retail price, according to the Maserati website, ranges from $ 73,780 for a 2018 Ghibli to $ 150,340 for a 2018 Gran Turismo cabriolet. .com lists the starting MSP for various Bentley models ranging from $ 189,000 to $ 304,670
FCA is not trying to fill in "every crack and crevice" in potential segments for the Maserati lineup, and it seems also more profit-oriented than
Part of the st Maserati's strategy, like that of Alfa Romeo, focuses on its Italian roots, but FCA also underscores Maserati's ability to provide a unique vehicle to its customers. During press visits to two Maserati factories, the factory management described the possibility of ordering a "specific" vehicle. The Ghibli sedan, for example, has 1.8 trillion configurations available, ranging from engines to its exterior and interior color palette.
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