Fiat Chrysler’s chic, luxurious Alfa Romeo brand, in an attempt to remain chic and luxurious, will abstain from cutting prices to drive US sales. In fact, brand chief Reid Bigland recently said Alfa Romeo “really [has] no volume projections,” and no high-reaching sales target to hit.
“We’re going to work the long-term game with Giulia as well as with Stelvio and we’ll see how it goes as to how many we’re going to sell,” Bigland told reporters. “It’s a completely different game” from that played by most of Fiat Chrysler’s other brands, he says, “with the two games really not to be confused.”
The marque, which faces the tall order of wooing customers away from the likes of BMW and Mercedes-Benz, is gradually growing its US business, with just two model lines – the 4C sportscar, and the Giulia sedan – currently on offer. The Stelvio crossover will start reaching dealerships next month. A total of 184 Alfa Romeo dealerships are scattered across the country, with about another 30 on the way by the end of the year. That’s a drop in the bucket compared to the 2,400 or so Chrysler, Dodge, Jeep, and Ram dealerships in the US according to Bloomberg.
Still, Bigland says US sales during the second quarter could top 3,000 units, compared to the 1,106 units sold last quarter. And back in April, FCA CEO Sergio Marchionne said that Alfa Romeo could become profitable as soon as the fourth quarter.