BMW And Fiat To Bring Back Alfa Romeo To The U.S.
Wednesday, July 9th, 2008
BMW and Fiat will be working hand in hand on a brand new front wheel drive small car platform - but that is not the only work they have on their agenda. They are also planning on returning Alfa Romeo back to the U.S. in 2010 by introducing a new model that has been given the code name “project 940”.
Fiat’s statement included the line, “as part of a possible cooperation, BMW Group will provide Fiat Group Automobiles with support in launching the Alfa Romeo brand in the North American market.” Furthermore, a Fiat spokesperson told AN, “MINI U.S. dealers would have the possibility to also sell Alfa Romeo cars.”
Alfa’s return to the U.S. has been compared to the resurrection of MINI a few years back, and if Fiat can use the same nostalgia-laced branding, innovative ad campaigns and funky dealer experience, it will have a serious chance at success in the U.S. market.
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