If the point is moot I'll continue my thought then...
It's not a lazy description. It was the result of the cars not selling due to a perception. I'm not saying the engineers were bad at math but that the cars didn't live up to the cost/benefit and reliability of an American consumer - a mixture I'm calling engineering. Moreover, they couldn't sustain the engineering level to meet the changing safety and emissions standards - again engineering. From a long term update for the 164 (you can feel the sense of impending doom from the text), "The Alfa has now covered a total of 2000 miles and we have yet to discover any faults. But it is still very young, and as the past owner of a number of Alfa Romeos over the years, I am not taking things for granted."
From an article in 1995, "After years of losses, Italian sports car maker Alfa Romeo said last week it will stop selling cars in the United States and Canada at the end of this year. The maker of flashy and expensive sports cars said it had suffered significant losses and could not justify the large investment needed to meet tough new U.S. safety and emissions standards."
And I've never read any article from Kia saying they think cars are a commodity. In fact, they describe themselves the exact opposite. They are hungry to be away from the commodity pack, i.e. Toyota and Nissan and Honda, that they find themselves in right now. In fact their brand slogan is "The Power to Surprise". Starting from 2005, the company has been engaged in enhancing the brand power and improvement of the company reputation through the brand slogan of “The Power to Surprise,” with continued efforts for innovation in product development, communication, sales, services, and other customer-related activities.
My point with the other marques was that just because you were once great doesn't mean you will be forever or vice versa. And that just because you can make a bona fide luxury car, Merc, doesn't mean you cannot also dabble in the commodity market nor should the 2 markets distract from each other.