More rumors swirl of Alfa Romeo returning to its motorsporting roots, sometime at some point.
Saint Sergio has revealed that FCA has held internal discussions about using the marketing of motorsports to boost the beleaguered brands reputation.
"It's incredible how the Alfa marque remains in people's hearts," Marchionne, who is also Ferrari president, told reporters in an end-of-season news conference at the Italian team's Maranello headquarters.
"For that very reason we are thinking about bringing it back, as our competitor, to racing, to Formula One. It's important for Alfa to return."
Notably the Scuderia ran Alfa Romeo badging on their side pods this season, the first time an Alfa badge had been seen in the F1 paddock since 1988.
It's possible that Alfa's return could simply be as a rebadged Ferrari power unit supplied to one their three customer teams.
The second possibility is that Ferrari pulls of F1 all together, leaving Alfa as their banner waver as Ferrari heads out to find more fruitful pastures.
Ferrari is infuriated with Formula 1 management currently and has threatened to quit the sport all together if Bernie Ecclestone circumvents the manufacturers wishes.
"Ferrari would find other ways to express its ability to race and to win," Sergio saying at Ferrari's annual Christmas media briefing.
"It would be a huge shame [if Ferrari quit F1], but Ferrari cannot be put in a corner on its knees and say nothing."
"We go to the track to prove to ourselves and to everyone our ability to manage the power unit. If we begin to undermine this advantage, Ferrari has no intention of racing..."
The thought is that Ferrari could go chase after Porsche and Audi in LMP1, where the regulations are far more open and the politics much less intense; which could leave the door open for Alfa Romeo to return as FCA's representative in Formula 1.
FCA could shrink their investment into Formula 1 at that point. Ferrari is supposed to be the pinnacle of performance and nothing short of championships is acceptable, especially when on track performance is tied heavily to their road cars.
Is the bar that high at Alfa Romeo? We don't know, but the prospect is certainly intriguing.
What do you think, will motorsports help market the new Alfa Romeo?