• Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
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  • Image Credit: Alfa Romeo
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  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
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  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
  • Image Credit: Alfa Romeo
The rocky road that is Alfa Romeo's return to the United States has taken yet another twist, as rumors are sprouting that the sleek, new 4C sports car will follow in the footsteps of the 8C Competizione and go on sale at Maserati dealerships. The 8C was sold exclusively at Maserati dealers in the US from 2008 to 2010.

The original understanding regarding the 4C's launch, which was reinforced by Chrysler's vice president of network development and fleet, Peter Grady, at the North American Dealers Association earlier this year, was that Fiat dealers would be selling the 1,500 4Cs coming to the US in 2014. Grady went so far as saying, "It's going to go to the current Fiat dealers that are performing," according to Automotive News. Sounds pretty unequivocal to us.

Last week, though, Alfa Romeo's CEO, Harald Wester, who also happens to be the Chief Technical Officer for Fiat-Chrysler, told AN that, "Most likely, the Alfa 4C will be sold in the US through the Maserati network." That's confusing, not only because it contradicts Grady's earlier statements, but because the whole point of launching Fiat first was to make the Italian conglomerate's learning curve a bit gentler for when it did finally relaunch Alfa Romeo, and to give it an established network of dealers to distribute from - there are 69 Maserati showrooms spread across the US, compared to Fiat's 209.

The rumors have a number of Fiat dealers understandably concerned, with Gary Brown, the owner of a Fiat dealership and chairman of Chrysler's dealer association, telling AN, "We might have to think about how our future's going to be as Fiat dealers."


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    • 1 Second Ago
  • 25 Comments
      Avinash Machado
      • 1 Year Ago
      Having a Alfa in the showroom could help attract more people to the Fiat dealerships.
        Teleny411
        • 1 Year Ago
        @Avinash Machado
        I thought that was the purpose of this as a 'halo' car. If this is true it is another disastrous move by Fust/Chrysler.
      jebibudala
      • 1 Year Ago
      Perfect! Makes it easy to trade my Maserati in for one of these sexy machines.
      mtullycts
      • 1 Year Ago
      They might as well go ahead and do this. They have lied to and screwed everyone that signed up to be a Fiat dealer. Why change course now.
      adam1keith1980
      • 1 Year Ago
      The 4C is a great car, but Alfa Romeo’s future is uncertain. Fiat has neglected what is probably the most important brand in its portfolio. So far, Alfa Romeo has only showed PowerPoint slides of grand plans that are changing constantly, but where are the new products? Building limited edition supercars is easy; many smaller companies with less resource than Fiat are building them right now. What Alfa really needs is a new product. The company keeps talking about RWD sedans, well, they have access to Chrysler, Maserati, and Ferrari – all of them are master of RWD across a wide pricing range, and yet, not there is not even a spyshot or a concept car. What is going on? Is it just simply typically poor Italian management? It is sad that Jaguar, another small car company, is enjoying a renaissance while Alfa Romeo appears to be dying.
        Bill Burke
        • 1 Year Ago
        @adam1keith1980
        I believe your concerns have some validity, but with the Fiat/Chrysler merger still working to straighten so much out in the areas of vehicles, platforms, business models and manufacturing facilities, as well as markets for every brand and model, its understandable. Throw in the weak European economy, the Italian unions and the weak US economy and what has been accomplished so far is truly amazing. As for Alfa Romeo, I believe that there is a large sedan based off the Chrysler 300 in the works, as well as a rear wheel drive platform in development for a whole range of mid-size vehicles to be shared with Dodge. What stands out most is the time it is taking to get to production with these core products and that too has me concerned if the clock is running out. It is a situation that only time will tell if we get a whole new Alfa Romeo or if , God forbid, the whole grand Chrysler/Fiat plan is brought down by the failing US economy and the awful and lingering European economic mess. I'm hopeful, just a bit pessimistic too. Tick, tick, tick.....
      Rob
      • 1 Year Ago
      I hear the fat lady clearing her throat as far as Alfa's US comeback IS CONCERNED
      ChaosphereIX
      • 1 Year Ago
      I will believe it when I see it. But Alfa, you are missing opportunities and the constand delays is killing enthusiasm, which sells cars. You needed to get in on the micro-car revolution that has happened over here over the past few years - the Giulietta and the MiTo would have rocked over here. They were already sold overseas and just needed to be brought over. Alfa would have cleaned up and really bit into what MINI had over here. But no, they waffled and waited. Now they have a sports car, fantastic. But it is being delayed. Not good. Alfa, get that car here asap, and bring over the rest of the portfolio. And while you are at it, hurry up and give us an 159 successor, the new Spyder, and the new 6C as well. We are ready, build and bring the cars here now. I will buy one. I already have an Alfa Romeo, and want another car for the wife. I want it to be an Alfa. You are making this difficult.
      imag
      • 1 Year Ago
      I think that's wise. If they want the car to have prestige, it should be placed in Maserati dealerships, which often are co-located with Ferrari. I like the Fiat 500, but people will think about a $70K car differently if it's sitting next to a Ferrari versus a 500.
        kcroc10077
        • 1 Year Ago
        @imag
        I see what you're saying but the MSRP of the car is what...54k. It is smart to associate the 4c withMaserati and Ferrari *but* you have dealers who stuck their neck out by building Fiat studios with the promise that Alfa would be here. When the first one comes its a niche vehicle (and limited production) and those dealers who spent the cash for new buildings don't get it. I'd be pissed.
      Mel @ aWingThing.COm
      Oh, do these go on sale in Two-Thousand and NEVER!? lol. I'll believe it when I see it.
      icemilkcoffee
      • 1 Year Ago
      1500 cars per year. Eitehr they are sandbagging, or they really have very, very little confidence in this car.
        superchan7
        • 1 Year Ago
        @icemilkcoffee
        Could be limited production capability. This car has a full CFRP tub with attached sub-frames, just like race cars. It's very exotic tech at an interesting price point.
      The Wasp
      • 1 Year Ago
      With the 4C's price and now selling it through the limited Maserati dealer network...maybe it should have been a Maserati all along (at least here in the US). I get the impression this Alfa re-introduction to North America is not going as well as planned. I wouldn't be surprised a bit if they bail on it and don't introduce any other Alfa cars after the 4C (or maybe the 4C won't even make it here).
      INCREDIBLE BOB
      • 1 Year Ago
      FOOLISH PR GAFF -- and of course, the Maserati dealers are in places where the 4C will be in demand, and the Maseratis will look like cousins to the Alfa, whereas the Fiat 500 is 1/3 the price of the Alfa and has NO overlapping customers. In addition, are there not common parts and common service possibilities? Do you think the Fiat dealer here in Portland could sell more than 5 of those 1500 units?
        Kip
        • 1 Year Ago
        @INCREDIBLE BOB
        Assuming you're talking about Portland, OR, I think the Fiat dealer could. Fiat Portland is part of Ron Tonkin who sells everything from Kia to Ferrari. They had very good success selling Lotus Elises and Exiges (one of the top selling Lotus dealers in the nation). I think you need to consider the short play versus the long play. If you have to guess who is more likely to buy a 4C, a Maserati customer or a Fiat customer, I think it leans towards the Maserati customer (the short play). But if you look at the entire portfolio of Alfa, it leans towards the Fiat customer (the long play). In the end, Alfa buyers are nutcases (present company included). They'll go where the car is to get it. Might as well get them used to working with the Fiat guys.
      charles
      • 1 Year Ago
      Even if Alfas are sold at Maserati dealers,there will be a flat rate for all Alfas serviced and repaired at dealers regardless of if a dealer sells Ferrari or Fiats.
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