Since returning to the U.S. market last year with its little 4C sports car, Alfa Romeo has barely been more than an asterisk on the sales charts, demand so far measured in the hundreds. So, with a goal of getting that up to more than 100,000 vehicles a year, the Italian maker will reach a critical point later this month when it formally unveils an all-new midsize sedan.
Meant to replace the aging Giulia, the new four-door is targeting the world’s largest luxury car segment and will provide the real test of whether Alfa can meet the lofty expectations set by the long-struggling brand’s parent, Fiat Chrysler Automobiles.
The goal is to reach 150,000 sales in North America alone by 2018, with the new sedan the next in a wave of eight products – most targeting a more mainstream luxury audience than the little 4C. FCA has already spent about $2 billion on the revitalization of Alfa Romeo, noted Reid Bigland, the brand’s North American president and CEO, and it is committed to invest $4 billion more. (more…)