Alfa Romeo Vows to Shun Sales Incentives in U.S.

The head of Fiat Chrysler Automobile NV’s Alfa Romeo brand tells reporters the unit won’t offer discounts on cars it ships to the U.S.

Brand chief Reid Bigland, who also heads overall FCA sales in the U.S., insists there are no sales targets for Alfa. He says the brand’s immediate priority is to establish its dealer network and revive the brand in the U.S. as a luxury marque. He expects to establish 215 dealers in North America by the end of 2017.

Bigland says Alfa sold 1,100 cars in North America in January-March and will deliver more than 3,000 units in the current quarter.

Alfa withdrew from the American market in 1995. The brand began a relatively high-volume return in January with the debut of its $39,000 Giulia midsize sport sedan. Alfa’s second mainstream model, the midsize Stelvio crossover vehicle (pictured), will arrive in U.S. dealerships next month. The first of two more crossover models, which will bracket the Stelvio, is due late next year.