Alfa Romeo promise
APAC and Aussie bosses say Alfa Romeo has significant potentialAlfa Romeo is "serious opportunity" in the Asia Pacific marketplace – including Australia. That's the opinion of the Aussie boss and also man who is charged with making the most of that opportunity, Fiat Chrysler Automobiles (FCA) APAC boss, Mike Manley.
Manley has responsibility for our part of the world for the entire FCA portfolio as well as running Jeep worldwide. With China one of FCA and Alfa Romeo's largest potential marketplaces, he is eager to see the brand re-established.
"It really is a serious opportunity. I mean, I am as excited about the opportunity for Alfa Romeo I think as anybody," Manley told motoring.com.au at this week's Geneva motor show.
"Even though it’s never really been in China, for example, the Chinese love the brand. The aided awareness of Alfa Romeo is really quite high... So I think it will play very, very well."
Manley says the Italian marque's product line-up should suit markets as diverse as China and Australia.
Although he cautions he's "on the outside looking in" regarding the details of the reborn Alfa line-up, he says he's confident of the future.
"Historically, it [Chinese demand] has been in the right [market] segments [for Alfa]. D segment, the smallest [models] in the C segment and maybe go up to an E segment car – so depending on how the [new Alfa] portfolio shakes out, I think it’s got great, great opportunity," he stated.
Local Aussie Fiat Chrysler chief Veronica Johns is also upbeat about Alfa Romeo's potential. She says the brand has the cachet to "play" with existing premium marques but will offer more affordable entry points. The brand will also attract newcomers because of its emotive nature, she says.
The 4C sports car will join the local line-up in the third quarter of 2014. In addition to updated QV versions of the existing hatch models, the mid-engined, carbon-fibre chassis two-seater should see the marque get added focus Down Under.
Johns says, logically, the size Alfa Romeo can grow to Down Under will be determined by the spread of models. FCA's plan for Alfa should be clearer after announcements from the group scheduled for May.
"As the Alfa Romeo line-up expands, we're keen to make the most of the opportunities that presents," Johns told motoring.com.au
"There is an enormous amount of goodwill towards the Alfa badge Down Under. With the right mix of product we believe that Alfa Romeo can play a strong role in the local marketplace," she said.
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