SPORTY EUROPEAN SEDAN RETURNING TO U.S. MARKET

SPORTY EUROPEAN SEDAN RETURNING TO U.S. MARKET

Alfa Romeo SpA plans to return to the U.S. market in 2009.  The automaker is working with Maserati SpA to select a dealer network and is coordinating with JD Power and Associates to help it prepare.

Alfa will introduce a new lineup to the United States which will include a new 169 luxury car, a CUV, and specialty cars, the Brera coupe and Spider roadster.  Three of these will be added in the next four years:  the Junior, a three-door sporty compact aimed at younger buyers, will be added in the second quarter of 2008; the 169, a sporty sedan priced at $51,000-$70,000, will be added in the second quarter of 2009; and CXover, a five-door CUV priced at about $38,000, will be added in the first quarter of 2010.

The CUV will share a platform with a Fiat Auto SpA CUV and is “expected to fill much of that mid-market demand” that Alfa currently does not have an offering for.  The 147 sells to young buyers aged 25-37 years, and the 159 appeals to empty nesters aged 45-55.  “By upgrading its dealers and concentrating on customer satisfaction, along with new models, Alfa targets 2010 sales of 35,000 units.”

Source: William Diem, “Alfa Romeo to Return to U.S. With Fresh Lineup, New Dealer Network,” WardsAuto.

Relevance:

  * A new addition to the youth-targeted sport compact market could present opportunities for companies manufacturing and selling parts for the compact performance market.