2018 Q4 White/Black, Performance Pkg., Leather Pkg., 35W Xenon, Static Assist, Sunroof, Navigation
I don't mind the idea of Alfa Romeo remaining a, as you say, "Niche Brand," I love the idea of being part of some small iconic, cute little, historic, idiosyncratic brand that builds cars some faraway in a little city tuck away in a mountain somewhere in Italy. (I know it's not in the mountains, I just like to picture that in my mind.)Someone said that I have said this a dozen of times and here we go again. I think that there is a difference between Alfa Romeo and BMW, Lexus (and AUDI and Mercedes Benz). Alfa Romeo is designed, produced and sold for Alfisti. Alfa Romeo has never had any massive marketing, or even any marketing at all, in its 110 years. The events Alfa Romeo does are Alfisti events and there is an important presence on some very specific and special events like the Concorso Italiano in Monterrey, CA. That is why Alfa Romeo was, is and will be, at its best, a 200,000 cars/yr globally, and Audi, BMW, and Mercedes Benz are 1.8 - 2.3M/cars globally. Alfa Romeo was, is and will be a 10% Niche Brand, compared with those German and perhaps Japanese brands. I think that is the Alfa Romeo model/approach. That is the "marketing level" Alfa Romeo has had for a Century. In addition to that, I think there is zero problems with Reliability, Quality Control, etc. I agree that dealerships' capability and customer service must be improved.
I hope you can Google Translate the texts in this video below. It explains, much better, what I am trying to say above. "... It never gives up. And a true Alfista has not stopped believing in it..."
FCA didn't spend a billion euros and wasn't sold the idea of developing and spending that amount of money on the Giorgio platform to remain a small "NIche Brand." And, Sergio Marchionne's expectations were to build more than 200,000 cars per year. It was supposed to rival the German brands. So, as much as I would like to believe FCA's plans were to remain a "Niche Brand," I don't believe that was the plan. FCA wanted to make money by selling as many cars as they could, as all car manufacturers do. Now that the Giorgio platform is paid for, Alfa Romeo will continue to use it as long as they can justify selling the Giulia in its current configuration, with most likely some skin alterations as long as it is even slightly profitable, or even Stellantis loses a couple of bucks to keep the factory workers employed; just as they did by dragging out production of the old spider, and most other models that died a slow death.
I've said it before, and I'll say it again. Under the Stellatis umbrella, I don't believe Alfa Romeo will be profitable as a car company to remain in the Stellatis group's portfolio. Stellantis will continue to do what they do. Sell cars, which are just number to them. Alfa Romeo will generate a chunk of income for Stellatis, when they sell it to the Volkswagen/Porsche group. I don't believe Stellantis has any intentions of making Alfa Romeo succeed, or not consistent with Sergio Marchionne's vision. Stellantis will tidy up Alfa Romeo and most likely Maserati for sale to get the most money out of the Volkswagen/Porsche guys, who have already expressed a very strong interest in purchasing Alfa Romeo. And, those guys know really know how to resurrect a brand. They did it with Bugatti, and Lamborgini, (another marque that almost died under an older iteration of what has now become Stellantis.) And, the Germans have the resources. I won't be able to afford one when that happens, but the Alfa Romeo brand will live on, with all their history, be marketed correctly, and be profitable. It will of course have German influences. If the Germans are smart, which they are, they will let the Italians design it, and leave the logistic up to the Germans. Wouldn't you rather have Alfa Romeo being part of Volkswagen/Porsche or being part of anything that has to do with Stellantis and be made from a Citroen or a (Push n" Go.) Peugeot?