MINI dealers to sell Alfa Romeos in the U.S.
by Damon Lavrinc on Jul 8th 2008 at 1:27PM 
As reported earlier, BMW and Fiat will be teaming up on a new front-wheel-drive, small car platform that will underpin the next MINI and future Fiats and Alfa Romeos. Now comes word from Automotive News that the partnership will also include the two automakers collaborating on Alfa Romeo's return to the States in 2010 and the introduction of a new model, code-named "project 940."
Fiat's statement included the line, "as part of a possible cooperation, BMW Group will provide Fiat Group Automobiles with support in launching the Alfa Romeo brand in the North American market." Furthermore, a Fiat spokesperson told AN, "MINI U.S. dealers would have the possibility to also sell Alfa Romeo cars."
Alfa's return to the U.S. has been compared to the resurrection of MINI a few years back, and if Fiat can use the same nostalgia-laced branding, innovative ad campaigns and funky dealer experience, it will have a serious chance at success in the U.S. market.
[Source: Automotive News – Sub. Req.]
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Reader Comments (Page 1 of 3)
Mi key 1:34PM (7/08/2008)
I've notice most Mini dealerships are also located by near BMW dealers; so does this mean that Alf Romeos will be sold near/by BMW dealers too?
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tenfifteen 3:54PM (7/08/2008)
Eh. BMW owns MINI wholly... not just 'nearby,' they frequently have co-located service dropoff locations and parts departments.
Johnny 1:34PM (7/08/2008)
With 91% of US sales coming from the Big 6 its good to see more variety on the road.
I like Alfas. They are today what Saabs used to be before GM turned them into Trailblazer and Impreza rebadges.
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azzo45 2:42PM (7/08/2008)
That's TrailBlazer & Opel rebadges Johnny! The Impreza was only found on the now dead 92X models.
I have a Saab 92X Aero because it was a better looking Subaru & no UAW hassles!!!
bob d 1:36PM (7/08/2008)
The Mini people are great marketeers. I own one and I really like the car. I've also owned 3 Alfa's.
It all depends on the product. If the Alfa product is great, these can sell. There is a hard core group of Alfa lovers out there but to really make the comeback successful beyond this group, the products have to come with "no excuses" --good quality, up to date performance and creature comfort, affordability, and still maintain the Italian soul and fun to drive.
I, for one, really hope they can pull it off.
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Shiftright 2:52PM (7/08/2008)
Rest assured, the current crop of Alfas is quite good. Not to say there isn't room for improvement, but then, there always is. I was deeply impressed by the quality of the Brera V6 I rented in the UK last year. It was unique, sexy and felt special. It wasn't as fast as we've been spoiled to expect and its looks suggest due to it being a bit overweight, but that's nothing 30hp wouldn't fix. I think the biggest hurdle in the US is the dealer network. It was haphazard, ill prepared and trained and exarcebated any issues the cars had. It destroyed them last time, so I hope they've learned. Can't wait to see them back again.
Hike15 4:05PM (7/08/2008)
being unique sexy and special is what alfa does best
they should really work on reliability though
Jason 1:38PM (7/08/2008)
Are there any standalone MINI dealers? All of them in this area are part of BMW dealerships.
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Rick 3:52PM (7/08/2008)
Downtown Orlando has a stand alone Mini dealer. Must be more of an ordering spot since it's only one car with trim levels they don't need a large show room I guess.
The other Mini dealer here is next door to BMW.
Brad 4:00PM (7/08/2008)
The BMW dealer here does not carry MINI but I wish they did. The nearest MINI dealer is about an hour and a half away. I would like to look and one and maybe buy one but only if I'm very close to a dealer.
spots 6:23PM (7/08/2008)
The MINI dealership is stand-alone in Jacksonville FL; they're located across the street from the BMW dealership- and a VW/Mazda dealership, all owned by the same dealer group.
The MINI location is a former DODGE dealership- meaning it has a HUGE showroom- and the old service area has been turned into the body shop for all four brands. The service area for the MINIs is across the street; not sure if they share the BMW side of the driveway or the Mazda/VW side of the driveway for that stuff.
Sorin 1:40PM (7/08/2008)
Soon we will have one big beautiful dealer. And we are going to be one big happy family. And it's not a bad thing. :)
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tuna 2:03PM (7/08/2008)
Not if the economy and USD continues to errode. Window shopping gets old pretty fast.
txdesign 1:43PM (7/08/2008)
I am liking this a lot but I assume the new Alfa Mito won't be sold in the US as it may compete directly with the Mini. What we need are more boldly styles small cars in the US. Credit the success of the Mini and Smart for paving the way.
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Travis 1:57PM (7/08/2008)
Damn, I wanted to be able to test-drive the MINI Cooper S, the MiTo, and the Abarth 500 all at the same dealer...
Hot_Carl 1:49PM (7/08/2008)
Expensive oddball Italian cars in this market? Fail.
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Sanders 2:08PM (7/08/2008)
The only 'fail' is from morons who have overused the term.
Omer 2:46PM (7/08/2008)
You might be right but great marketing can do wonders especially if the product is desirable. Consider Mini for example, I probably wouldn't consider buying a Mini as they are expensive (over priced), average-reliability and funny interior yet they Mini sell very well. People who market Mini know they won't get any Civic/Camry/Accord/Fusion/Minivan customers so they target a different buying crowd. The sought out well to do recent graduates, young professional and people who prefer stylish car over just run of the mill car. Since everybody has different taste (like you and me) people want different things. In a country that has the world richest consumers even ~3-4% of the auto market share equal success. So if Alfa and Fiat bring the right product like MIITO and 500c they are going to be successful.
Dio Italia 10:15PM (7/19/2008)
You're a Moron!
jonathan charak 2:49PM (7/08/2008)
Omer, what makes you think the Mini is average reliability. Consumer Reports rated it very high