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Discussion Starter · #1 ·
In my opinion the thing hurting Alfa Romeo sales is their Dealership relationship with Fiat. You go to a Fiat dealer and they hire young kids to sell the Fiat 500, none have a clue what the Alfa brand is. Alfa Romeo is a higher end product. They should be place Next to Ferrari dealers and hire professional older sales people. This would bring people in who would never be able to afford a Ferrari but enable them to deal with their dealer network. Use your brains and make this great brand successful, it can win with smarter placement
 

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In my opinion the thing hurting Alfa Romeo sales is their Dealership relationship with Fiat. You go to a Fiat dealer and they hire young kids to sell the Fiat 500, none have a clue what the Alfa brand is. Alfa Romeo is a higher end product. They should be place Next to Ferrari dealers and hire professional older sales people. This would bring people in who would never be able to afford a Ferrari but enable them to deal with their dealer network. Use your brains and make this great brand successful, it can win with smarter placement
There are already a couple of threads discussing this subject.

I have no objection to having a young person showing me the car (perhaps a young lady named Julia?), but only if that person knows something about the car and understands why I might want to buy it. If I can learn more about the car by looking at it than the sales person knows, I simply leave and look for another dealership (reference Fiat-Alfa Burlingame in the S.F. bay area).

Many Alfa dealers handle Maserati rather than Fiat. There aren't that many Maserati and/or Ferrari dealers though, so it is not realistic to expect Alfa to restrict sales to such dealerships. That said, I ordered a car after a fairly young saleman escorted me for a test drive at an Alfa-Maserati dealership. I selected this dealership largely because they had a properly equipped car to test drive, unlike any other dealership in Northern California.

Alfa Romeo Giulia appeals to a wide range of demographic. Some forum members are stepping up from modestly priced cars such as Subaru and Mazda, some sideways from BMW/Audi/Saab, and some are looking for a practical daily driver step down from their Ferrari as well as just about everywhere in between. The repeating theme is that most AR Giulia buyers are looking for handling, performance, comfort, and classic good looks all at a reasonable cost. I doubt that Giulia appeals to people looking for a technology rich "computer on wheels" or "trendy" as it does not really offer either.
 

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I don't mind seeing young salespersons in dealerships, there is nothing bad about it, however, I agree with you guys. If dealerships' managers decided to put those guys on the floor, they must provide some training for them, both sales and car knowledge. I've had an experience with that kind of sales kids, they had no idea what they selling, why people need it, what features buyers are looking for in the car. Thus, I think that you have to train your staff to look professional in what you doing.
 

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I agree that proper representation and good service are keys to success in this market segment. I live in a Boston suburb and my two closest dealers use Alfa as an entry level car at their luxury dealerships. The dealer I purchased from has Maserati in the same showroom, and the next closest dealer has Alfa, Maserati, Rolls Royce, Bentley and Lamborghini in the same showroom.
 

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As was discussed elsewhere on this forum, Alfa's association with FIAT is less than ideal (IMHO)....I think there is better alignment with Maserati offerings and it would help to create the "upscale image" FCA wants for Alfa....Tough to sell a $90,000 Quad next to a $15 K FIAT 500
 

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I think with how quickly Alfa Romoe's lineup is expanding, they would do well to have their own separate dealerships. I believe that's what Hyundai is doing with their luxury Genesis brand, simply because people won't even walk into the Hyundai dealership.
 

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As was discussed elsewhere on this forum, Alfa's association with FIAT is less than ideal (IMHO)....I think there is better alignment with Maserati offerings and it would help to create the "upscale image" FCA wants for Alfa....Tough to sell a $90,000 Quad next to a $15 K FIAT 500
In that same breath it's hard to get a salesman used to selling $90k Maserati to sell a $32k (after discounts) base Alfa.
 

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My two cents worth: After researching the car for a few months, I had a fairly good knowledge of what I wanted -- a red Ti Lusso with the performance package. I scheduled via email a test drive on a Saturday morning sometime between 10 and 11. After showing up at my local dealership at 10:30, I had to wait 20 minutes for a young salesman to go to the car from the overflow lot. The outside of the car was filthy and needed washing. I knew more about the car than that of the young salesman. The car sold itself, in spite of the salesman. The process took about 4 hours. However, I'm positive if my wife was with me, I would not have purchased the car from that dealership.
 

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I think with how quickly Alfa Romoe's lineup is expanding, they would do well to have their own separate dealerships. I believe that's what Hyundai is doing with their luxury Genesis brand, simply because people won't even walk into the Hyundai dealership.
They are only selling 8,000-10,000 units a year in the US at the moment. I would imagine a stand alone dealer would need to move around 900 units a year. that would give us around 10 total Alfa dealers across the nation.
 

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What I have noticed is that the Alfa dealerships that also handle the Ferrari brand have Giulia models in inventory that are heavily optioned. Conversely, dealers that are paired with the Fiat brand carry base model and less optioned cars. Perhaps a Ferrari buyer will be tolerant of a $2,250 option they really don't need. However, for a Giulia buyer that doesn't require the Ti 19" Sport Pkg, that's a deal breaker. Also, when walking into a Ferrari dealership, the dealer who gets you as an "up" gets a big letdown when they learn you're not there to buy a Ferrari. Instead of potentially scoring commission on a $250K+ car, they have to mess around (sometimes for hours) with the buyer of a $40K car.
 

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My UK dealer is a temple of slate and glass. You walk trough the doors and on the left is a Giulia QV, then a 4C, the further you walk the cheaper the cars get. At the back we get to the giulietta's. On the right are the hideous big v8 jeep things, (which here are either driven by people who wanted an overfinch but couldn't afford one).

We might have a slightly different perception of fiat here as well. X/19's we lusted after as kids , fiat cinquecento's with their engine bays propped open hustling Lotus engined cortina's, Ghia 1500's.
 

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In that same breath it's hard to get a salesman used to selling $90k Maserati to sell a $32k (after discounts) base Alfa.
Valid points but let's consider "image"...because that's what BMW, Audi and Merc are selling....Alfa designed the Giulia to compete head on with German Premium brands....They didn't create the Giulia to compete with Honda....Being in a FIAT showroom is a compromise at best....they want to "acquire" or "conquest" owners of those German brands....Much greater likely hood of that happening in a Maserati showroom....the aura is completely different....Why not a mixture of the two....Sell lower optioned Base model Giulias in FIAT showrooms and higher trim Ti's and Quads with the Masers along with the orphaned 4 C which has no business in a FIAT showroom....Don't get me wrong, I have no issue with FIAT showrooms, I bought my Quad from an Alfa / FIAT dealer....It means nothing to me...But FCA is not looking to "conquest" me...I'm drinking the "Kool Aid"....it's the German car owners that are accustomed to a certain "dealer experience" that will be hard to win over in FIAT showrooms.....

Alfa has the ability to re-invent itself....once....it won't happen again.....D
 
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Stand alone Alfa franchises would be a financial loss for a franchisee/dealer. Combined with Fiat they pick up 23,021 units(through October FCA report) to sustain both brands under single roof...now they can amortize the showroom and service department costs over a base of about 31.5K cars YTD. Fiat YTD is down 17%. Meaning that Fiat dealers are already in trouble. Maserati has sold 11,145 units YTD. Fiat and Maserati are both in sales decline modes. Ferrari sold 2010 cars YTD. Ferrari is up YTD. The economics of these franchises are daunting. With sales on the decline there is no way that service and sales service are going to approach the levels at BMW, Mercedes, and Audi - all of whom have huge sales bases over which to amortize dealership costs. Yes, Fiat is a millennial car...sold by millennials...my guess is a strategy by FCA to connect with a younger buyer. The millennial buyer does not understand cars....and the choice is price driven. Uber is probably the cross shop alternative vs. a competing brand. Don't look for much from a Fiat sales person...they are selling on millennial attributes - doing their job. Would you invest in an AR franchise? Erect a building? Buy equipment for service, train a sales and service staff, floor plan an inventory, and cash flow the enterprise till sales increase...not likely. The sales model prevents AR from succeeding. If dealers/franchisees were not used, and FCA invested a ton of cash in direct sales to consumers..maybe the experience would improve.
 

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The sales model prevents AR from succeeding. If dealers/franchisees were not used, and FCA invested a ton of cash in direct sales to consumers..maybe the experience would improve.
Don't laws in many if not most states prohibit that?
 

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Discussion Starter · #16 ·
In Europe, I’m sure Fiat has more models, In the US Fiat has the little and slightly larger 500. The dealer I went to seems to really be prepared to sell small cars or young people. They are however giving amazing deals so that’s a good thing. Age does not matter to me either but I trust a sales rep that’s knows more than me about a car. Alfa needs more spotlight, they are amazing cars
 

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The sales model prevents AR from succeeding. If dealers/franchisees were not used, and FCA invested a ton of cash in direct sales to consumers..maybe the experience would improve.
Don't laws in many if not most states prohibit that?
h

Dealerships are actually government regulated mafia...in many ways similar racket as real estate agencies.....I still dont know how Tesla got around that....the irony in my case is that Dealership Association of US (basicaly special interest lobbying group) is right next to my dealer in Tysons Corner
 

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Meh. I will not tolerate the snotty attitude of a luxury dealer. Happy to deal with the young energetic staff at my local FIAT/AR dealer vs the combo premium brand dealer across town. Way more enjoyable to have a slice of pizza on a Saturday with the old timers than flipping through watch and cigar adds from the competition advertising mag.

The car is what matters not the BS about having my ego stroked to pretend I'm someone important because I can afford a $70k automobile.

Get over yourselves or go back to BMW
 
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Dealerships are actually government regulated mafia...in many ways similar racket as real estate agencies.....I still dont know how Tesla got around that....the irony in my case is that Dealership Association of US (basicaly special interest lobbying group) is right next to my dealer in Tysons Corner
Tesla gained the ability to sell directly in court (or under threat of same). Michigan is one of the states in which their efforts were not successful. Real estate agents are walking, talking conflicts of interest.
 
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Stand alone Alfa franchises would be a financial loss for a franchisee/dealer. Combined with Fiat they pick up 23,021 units(through October FCA report) to sustain both brands under single roof...now they can amortize the showroom and service department costs over a base of about 31.5K cars YTD. Fiat YTD is down 17%. Meaning that Fiat dealers are already in trouble. Maserati has sold 11,145 units YTD. Fiat and Maserati are both in sales decline modes. Ferrari sold 2010 cars YTD. Ferrari is up YTD. The economics of these franchises are daunting. With sales on the decline there is no way that service and sales service are going to approach the levels at BMW, Mercedes, and Audi - all of whom have huge sales bases over which to amortize dealership costs. Yes, Fiat is a millennial car...sold by millennials...my guess is a strategy by FCA to connect with a younger buyer. The millennial buyer does not understand cars....and the choice is price driven. Uber is probably the cross shop alternative vs. a competing brand. Don't look for much from a Fiat sales person...they are selling on millennial attributes - doing their job. Would you invest in an AR franchise? Erect a building? Buy equipment for service, train a sales and service staff, floor plan an inventory, and cash flow the enterprise till sales increase...not likely. The sales model prevents AR from succeeding. If dealers/franchisees were not used, and FCA invested a ton of cash in direct sales to consumers..maybe the experience would improve.
I am at a loss to understand who buys a Maserati for anything other than image. In the same price range there are faster, more comfortable, and generally better cars. Maybe someone can explain?

Selling a Fiat in the USA is perhaps a bit like trying to sell a RAM in UK/Europe.
 
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