Alfa Romeo has been rumored to return to the US market so many times for so many years, it's hard to keep count. This time, though, Fiat Chrysler CEO Sergio Marchionne promises that it's for real. Alfa is scheduled to reappear in the States this summer with its 4C sports coupe as its introductory model. However, buyers won't be able to pop into just any Fiat showroom and leave with a 4C – it's planning to only sell Alfas at its best-performing dealers, according to The Detroit News.

In fact, the first 4Cs sold here won't be sold at Fiat dealers at all. Instead the first shipment of cars in June will go to Maserati dealers, not unlike the handful of Alfa 8C Competizione coupe and convertible models that trickled in starting in 2008. According to Fiat Chrysler spokesperson Rick Deneau, the company is still deciding which Fiat retailers will participate in Alfa's reentry.

Many of Fiat's US dealers are apparently not happy with the meritocracy approach. They built Fiat showrooms partially on the promise that Alfa would enter the US market in 2012, then 2013, and now later this year. Even worse for them, the prospects for more mainstream Alfa Romeo models in the US are still questionable.

This isn't the first time that we've heard that Fiat plans to keep Alfa Romeo exclusive in the US. Still, Fiat only plans to export about a 1,000 4C sports coupes a year here. If Alfa wants to be a legitimate player in America and be a money-making concern globally, it will need far more sales than that.


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  • 30 Comments
      chrismcfreely
      • 10 Months Ago
      There shouldn't be Fiat dealerships. Chrysler-Dodge-Ram-Jeep-Fiat-Srt-Alfa. People need to stop acting like Marchionne is doing everything right, making fiat-alpha its own thing was an enormous mistake.
      Feurig
      • 10 Months Ago
      This logic is kind of stupid, actually. Fiat probably does the best in giant metropolitan cities without a lot of space to move and probably most people who end up buying Fiats are in the market for something affordable and pretty practical. The 4C will be at least $55k and is a driver's car that is impractical as a primary vehicle. They should be doing market research and find out where the demand will be highest for THIS VEHICLE, not Fiats...
      carguy1701
      • 10 Months Ago
      Interesting approach, but probably not the best idea.
      turbomonkey2k
      • 10 Months Ago
      "Fiat only plans to export about a 1,000 4C sports coupes a year here. If Alfa wants to be a legitimate player in America and be a money-making concern globally, it will need far more sales than that." -Gee, ya think? You DO realize that there are OTHER vehicles planned for this market like the new MX-5 based roadster for 2015, Don't you?
      Rick C.
      • 10 Months Ago
      The 4C is the halo (and expensive) car, thus low production. A lower priced, mass produced convertible Alfa is already in the works. Use the AB search to dig up the old story.
      Koenigsegg
      • 10 Months Ago
      i'll take a 500e over that
      fpb300
      • 10 Months Ago
      It looks like the Mazda RX-7. But The RX-7 looks better, affordable and can be tuned to be more powerful and agile.
        carguy1701
        • 10 Months Ago
        @fpb300
        I don't know what y'all are smoking/huffing, but I would like to know where I can acquire some of it.
        tump
        • 10 Months Ago
        @fpb300
        This car actually has a thing called an engine that will prevent you from dumping oil straight onto the pavement.
      carnut0913
      • 10 Months Ago
      But they ALL will carry the after market headlights to replace the bug lights.
        Tyler Poppe
        • 10 Months Ago
        @carnut0913
        I feel like I'm the only one that likes the stock headlights.
      zzzzzz
      • 10 Months Ago
      I think this is a trick and none of them are getting an Alfa Romeo franchise. Because none of them are doing very well.
      Teleny411
      • 10 Months Ago
      I have a hunch that the Alfa Spide/Mazda Miata will also spawn small RWD (obviously) coupes & sedans for the US market. Remember Mazda's rumblings about moving to RWD? As for the 4c they can't really build a whole lot of them due to its exotic construction. There aren't enough to go around. That said they shouldn't go to Maserati dealers. Fiat dealers are starved for product.
      Alexander Stewart
      • 10 Months Ago
      Spring Valley, NY Ferrari Maserati will definitely get this. Still trying to convince my bro to get one but he's ordering a 2015 S65 AMG.
        superchan7
        • 10 Months Ago
        @Alexander Stewart
        That's a huge price gap; I'm sure your brother is not even remotely interested in the 4C.
        charles
        • 9 Months Ago
        @Alexander Stewart
        I am interested in the 4C and I will buy one no matter who sells it.
      icemilkcoffee
      • 10 Months Ago
      1000 cars a year. Pretty much pointless as a money maker for anyone concerned. They might as well just have a rotating display car that goes around from dealer to dealer. It's just serving its purpose as showroom eye candy.
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