The Alfa Romeo 4C will hit the U.S. market via Maserati stores.
Alfa Romeo's slinky 4C will initially be sold in the United States through high-end Maserati dealerships before the sports car is offered to Fiat's top-performing franchises, the company's CEO has revealed. The 4C will spearhead Alfa Romeo's return to the U.S. market after a two-decades long absence.
Although Fiat has been promising Alfa Romeo's return to the U.S. market for years now, the Italian automaker has been relatively quiet about the details of its plan, particularity on the retail front. However, Fiat CEO Sergio Marchionne has cleared the air by revealing that the 4C will first be sold through Maserati showrooms.
After the 4C goes on sale alongside the Maserati Quattroporte and Ghibli by the end of June, Fiat will offer the sports car to a select number of its best-performing Fiat stores.
"We're also going to allow the best-performing Fiat dealers to participate," Marchionne said. "Those dealers know who they are. ... It's really a question of efficacy in representing the Fiat brand. It's simple dealer metrics."
Although those dealers "know who they are," Fiat doesn't, at least not yet. Fiat Chrysler spokesman Rick Deneau revealed to The Detroit News that Fiat hasn't decided which dealers will be given an Alfa Romeo franchise.
"They have not been identified yet," Deneau said.
Alfa Romeo's U.S. re-launch has been delayed several times in the last year or so, but Deneau promises that the 4C will be on sale here by the end of the second quarter.