Fiat Chrysler is planning on launching its Alfa Romeo luxury brand in the ever-important market of China, Forbes reports.
Alfa will begin selling its Giulia sedan and Stelvio SUV in its Chinese Maserati dealerships while at the same time erecting 50 Alfa dealerships across the country. Once the dealerships are ready to go, Giulia and Stelvio sales will cease at Maserati dealers and will be exclusive to the Alfa storefronts.
Forbes thinks launching Alfa Romeo by selling cars in Maserati dealerships could confuse Chinese consumers, who already didn’t respond to Alfa Romeo when the automaker tried to break into the country in the early 2000s. Additionally, it says throwing up 50 dealers in one year seems a bit over ambitious, however at the same time 50 storefronts is minuscule compared to the hundreds of BMW, Audi and Mercedes dealers in the country.
Additionally, Alfa models sold in the region will be imported from Italy, meaning they will be subject to a 25% import tax that could dampen sales. FCA plans on one day building the Giulia and Stelvio in China through its joint venture with Guangzhou, but it’s so far unclear when that plan may come to fruition.