Alfa Romeo To Become Stand-Alone Company
|   Sunday, May 04, 2014
Alfa Romeo is about to go through a new restructuring process. As a result of this, it will come out from under the wing of the Fiat Chrysler group and become a brand unto itself. The news comes from the folks at Automotive News, who spoke with sources within the Italian-American corporations.

However, the information has not been confirmed nor disproved by the company's CEO, Sergio Marchionne. Based on this new strategy Alfa Romeo will follow the example of Ferrari and Maserati, two separate companies from the Italian group, which owns the brands Fiat, Lancia, Fiat Professional and Abarth.
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Due to this separation from the "mother" brand, Alfa Romeo could be more effectively managed by the corporation's strategists. In this way, Sergio Marchionne could easily apply its restructuring plan too.

The new strategy for the Alfa Romeo brand will be unveiled on 6 May, say sources within the Italian company. Based on the new strategy, the Alfa Romeo brand will be an independent entity within the corporation and its financial results will be publicly announced, whether we are talking about profits or losses. Sources within the Italian group noted that these details are required so that Sergio Marchionne can make the relaunch of the Alfa Romeo brand a credible business proposal.

The restructuring plan of Alfa Romeo brand is the fourth set in motion in the last ten years, since Marchionne arrived at Fiat Group, and has the same purpose as the first Italian strategy: repositioning the brand in the market to become direct competition with the premium manufacturers from Germany, and return to profit. The Alfa Romeo brand had a decrease of 56 percent in deliveries in 2013 compared to the previous year, reaching a threshold as low as the late 60s.

The good news for Alfa Romeo is that Harald Wester, its CEO, is the Chief Technical Officer for Fiat-Chrysler Automobiles, and he is also in the management of the Abarth and Maserati brands. Among them, Maserati became the second most profitable subsidiary of the Italian group after Ferrari, and the trident was in financial trouble similar to those of Alfa Romeo a decade ago. For Maserati, a similar strategy was applied at that time which was supplemented by an avalanche of new models.

By 2018, six new models are planned for Alfa: a compact SUV and midsize sedan that will be assembled at Fiat Cassino, near Rome, a large sedan and a large SUV planned for the Fiat Mirafiori plant in Turin, according to Automotive News Europe. They also plan on a big coupe, plus a two-seat roadster which will be made in Italy.
The top versions of these vehicles will have a V-6 gasoline engine. These are variants of Ferrari engines developed for Maserati, which were adapted by Alfa engineers. The engine will probably be produced at the plant in Pratola Serra, or maybe Termoli, in southern Italy.

"Alfa Romeos have to be produced in Italy with an Italian powertrain," Marchionne said at the Geneva auto show, where the brand launched the 4C's spider version. "Some things belong to a place, and Alfa belongs to Italy."
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