Alfa Romeo MiTo too small for the U.S.?
Alfa Romeo MiTo - Click above for a high-res image gallery
Small cars have historically struggled in the land of the free, home of the brave. Typically regarded as an afterthought by Detroit, our current domestic crop (Focus, Aveo, Caliber) needs more fertilizer. Imported "penalty boxes" fair somewhat better, but for every Honda Fit there's a Daihatsu Charade. Long story short, profit margins are slim and Americans are big people with big families that drive big distances. However, BMW's new Mini made serious and surprising inroads by giving small car buyers lots of content and high style (and a high price tag). BMW's sold 1.5 million of them, and given the Mini's success, it seems like a no brainer that Alfa Romeo (maybe via Chrysler) would bring the sexy little MiTo to our shores. Italian styling, sporty handling and high MPGs seem like a winning combo. Sadly, no -- maybe.
According to Alfa Romeo CEO Sergio Cravero, the MiTo is, "probably too small for today's U.S. market." In case you're wondering, the MiTo is the size of a Honda Fit. He goes on to say that, "A preliminary product assessment for a sporty three-door small hatchback showed potential volumes in the U.S. right now are roughly 20,000 units a year. That is not enough to make it a viable business case." Worrying about business cases in the U.S. is definitely a new paradigm for Alfa. But we're not going to fret too much, as Alfa Romeos will be making their way to American dealerships sometime in 2011. The first of which will probably be the Milano, a five-door mid-sized hatchback that we'll see at the Geneva Motor Show. Still, regarding the apparent no-show of the MiTo, we're a little bummed.
Gallery: First Drive: Alfa MiTo
[Source: Automotive News - Sub. Req.]
Reader Comments (Page 1 of 5)
FThorn 2:35PM (7/27/2009)
I think the MiTo will do well here.
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zamafir 2:47PM (7/27/2009)
Agreed.
"the MiTo is the size of a Honda Fit"
... so is the mini... well, actually, it's smaller, lots shorter in overall length but similar wheelbase. Anywho, i call bs. bring it, it'll sell.
Paul 3:05PM (7/27/2009)
Their research is fundamentally flawed. I'm 100% positive they're using Chrysler's product planning research department for intelligence, which has been epically flawed and mis-managed for years.
Any effort to introduce "large Alfas" here (as the Chrysler people are pushing) is backward-looking and will be an instant failure. Refined, efficient, small cars with premium branding are the next value proposition for consumers in the immediate future and manufacturers who ignore this fact will be making terrible and severe long-term decisions.
futurama 4:03PM (7/27/2009)
I somewhat agree with you Paul. Small, efficient cars with premium branding is the up and coming. However, Mito is just not there yet. I'd love the GTA version, but other than that, it's just not as special as other cars in the segment. Mini, Fiat's own 500.. etc.
Bring us that 500 and many variations of it first as you plan to Fiat. Then.. after couple years, when Alfa establish its brand back in US, you can bring us better, improved, more sepcial Mito.
Shiftright 5:44PM (7/27/2009)
Exactly! It's actually a td bigger than the Mini, and cheaper in Europe, so it's a no brainer. Alfa has never had a clue as to what to do with the US market. Ugh....
Vlad 1:11PM (7/28/2009)
@Paul:
agreed. especially since they already know that consumers in the US are worried about gas prices AND keeping their cars longer than they used to. premium brands + high MPGs = win!
abbas350 2:39PM (7/27/2009)
"Alfa Romeo MiTo too small for the U.S.?"
No.
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RG 4:21PM (7/27/2009)
I couldnt agree more.
It's unbelievable.
"Uh.... the MiTo is too small for the States, but bring over that monster, the Fiat 500, pronto!!!"
abbas350 5:21PM (7/27/2009)
the smart fortwo is back ordered for weeks at the mercedes dealership near my house, the idea that a mito is too small, that's just crazy.
BigWill 9:55PM (7/27/2009)
"Uh.... the MiTo is too small for the States, but bring over that monster, the Fiat 500, pronto!!!"
I'm guessing that the 500 is going to test the waters for the mini cars. If the 500 - which is smaller than a Yaris 3-door hatch - does well, then its cousins will follow. Fiat likely doesn't want to bring a bunch of mini cars over at the same time and have them fail.
Mark Mitchell 2:50PM (7/27/2009)
This is ridiculous. They are contemplating importing the 500 and yet the MiTo is too small? What a crock.
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Farmboy 2:43PM (7/27/2009)
Too ugly maybe....
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DJ_Swammi 2:45PM (7/27/2009)
I would agree with you, but then I drive a bug eye WRX, so who am I to criticize?
Epyx 2:42PM (7/27/2009)
"big people with big families that drive big distances."
I think you meant to say FAT people with FAT ASS KIDS that drive big distances.
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Protzenegger 3:12PM (7/27/2009)
They're right about driving huge distances though. It takes over an hour LESS to drive, say, from Turin to Monaco than it does to drive from DC to New York, or even Chicago to Detroit. Hard to believe, but true.
zamafir 4:13PM (7/27/2009)
@Protzenegger, so? I drove 1500 miles this weekend, 2000 the weekend before that. An S2000 shadowed me damn near the entire way, I can't think of a car with less space. They're clueless. You don't do a focus group for a Mini sorta car with a Minivan audience.
Protzenegger 5:29PM (7/27/2009)
Oh, I wasn't defending them on that point, just lamenting the massive distances we drive in the US. I loved how close everything was in Italy, and take zero pleasure in driving around painfully boring Midwest roads for the past 2 months.
I agree, though, it's hardly a reason not to bring over a smaller car. I would drive something MiTo-sized any day for my 100-mile work commute.
bismillah 2:43PM (7/27/2009)
"...our current domestic crop (Focus, Aveo, Caliber) needs more fertilizer."
Our current domestic crop IS fertilizer!!
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Beastage 2:54PM (7/27/2009)
Badum-Tish!
216 2:43PM (7/27/2009)
I would by that SO MUCH FASTER than I would the Smart or iQ or anything else (aside from the Fiesta). As long as they have the numbers to back it up, the design alone makes it very acceptable.
So no, it is not too small from the US.
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