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.]
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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