Marchionne Predicts Fast Results with Latest Alfa Relaunch

Fiat Chrysler Automobiles NV CEO Sergio Marchionne tells Automotive News the group's fourth attempt to relaunch its Alfa Romeo brand will be led by strong European demand for the brand's all-new Giulia small sport sedan unveiled in June.

The Giulia will compete with such models as the Audi A4 and BMW 3 Series. It will be joined a year from now by a crossover/SUV to challenge the Audi Q5 and BMW X3 and thereafter by a midsize sedan to compete with the Audi A6 and BMW 5 Series.

All three models will share a new rear-drive/all-wheel-drive platform developed to distinguish Alfa vehicles from other FCA products. Marchionne says previous attempts to relaunch Alfa were "offensive" to the brand. "The only way to cure those ills is by proving the technical superiority of the car," he tells AN, opining the resulting Giulia is "superior" to a German car.

The first three of the new Alfas are to be joined by a flagship sedan in 2017, then two more crossovers, a second midsize model and another two-seat sports car.

The Alfa relaunch is more than three years behind its original schedule. The program has been repeatedly delayed by redesigns, strategic shifts in platform architecture and changes in plans about where to build the vehicles.

Marchionne says Alfa has spent about €2 billion so far in a planned €5 billion bid to revive the iconic brand. Marchionne believes new products will multiply annual sales of Alfa vehicles nearly sixfold to 400,000 units by 2018.