Fiat’s Alfa Romeo brand will finally be returning to the United States early next decade, but the legendary Italian brand will likely be sold under the Dodge banner. Moreover, any Dodge vehicles that make the trek to Europe will likely be badged as Alfa Romeos.
Fiat and Chrysler CEO Sergio Marchionne views the Alfa and Dodge brands as being very similar – both having muscle car reputations – and could use that commonness to help market the brands in the U.S. and Europe.
“ Dodge is the American muscle car, while Alfa Romeo is the European muscle car. How we dovetail these two brands is very important,†Marchionne told Autocar.
“The level of competition between these two brands is tremendous because they are both going after the same customer.â€
That means that all Alfa Romeo products sold in the U.S. – including the MiTo – will likely wear the Dodge badge. Although Chrysler ’s product outflow will be quite limited, those vehicles that do make it to the European market will have an Alfa’s traditional shield covering up their crosshair grilles.
