Alfa Romeo 4C Going to Maserati U.S. Dealerships Raises Concern Among Fiat Dealers

The Alfa Romeo 4C will not arrive this year in U.S. dealerships, but when it does, it is going to raise some questions about Alfa’s future in the United States. Last week, Alfa Romeo CEO Harald Wester revealed that the 4C will be sold in Maserati showrooms, which leaves many to wonder why the company bypassed Fiat dealerships.

Many Fiat dealers in the States are having a difficult time and were expecting the Alfa Romeo 4C and other models from the Italian brand to boost their showroom appeal. However, Wester’s statement brings uncertainty for them and justified questions.

A number of Fiat dealers are wondering whether the 4C will also be sold at Fiat showrooms, but more importantly, if this decision is threatening to cast a shadow over their hopes about future Alfa Romeo volume products. Where will those models be sold – at Maserati dealerships, Fiat stores or both?

Unfortunately, Wester did not address these issues. Fiat execs have said in the past that they will sell the Alfa Romeo Giulia mid-sized sedan, Giulietta compact and other Alfa Romeos in the U.S. in the coming years. Fiat dealers never received a promise for a future Alfa Romeo franchise, although Fiat CEO Sergio Marchionne acknowledged the expectation.

Following the slow sales start of the Fiat 500 in the U.S., the exec suggested that Fiat dealerships will also sell Alfa Romeo models in the future. “The red is not accidental on the sign, believe it or not,” Marchionne said. Red is Alfa Romeo’s brand color.

The exec said that Alfa Romeo needs Chrysler’s help in order to have a successful comeback in the U.S.

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