Tim Britten•18 Jan 2012
NEWS
Chrysler group to take on Fiat, Alfa in Australia?
Suggestions that Fiat and Alfa Romeo will soon be distributed locally by the Chrysler group gain momentumSpeculation about the future control of Fiat and Alfa Romeo brands in Australia continues in the wake of comments made at the 2012 Detroit motor show by Fiat-Chrysler boss Sergio Marchionne.
Speaking to the international press at Detroit, Marchionne clearly indicated that plans were afoot for a revitalisation of Australian Fiat and Alfa Romeo operations.
Expressing the view that Fiat-Chrysler was not paying enough attention to its operations in Australia, he encouraged expectations that both Italian brands were in line for changes, indicating the company would be making an announcement within the "next 60 to 90 days".
Both Alfa Romeo and Fiat are currently distributed by Ateco Automotive, which also handles Fiat group exotic marques Ferrari and Maserati.
Neither Alfa nor Fiat have made headway in recent times, in particular Fiat, which is currently relying on sales of its Ducato light commercial range to maintain its market position. In the passenger car range, it currently only sells the diminutive 500 model, with the larger Punto and Ritmo virtually on hold. Alfa Romeo is largely reliant on its recently launched Giulietta and the compact MiTo three-door hatch.
Speculation is that the Chrysler group will take over distribution of Fiat and Alfa Romeo out of its new Australian headquarters at the Iveco complex in Dandenong, Victoria, while Ateco will continue with Ferrari and Maserati.
The Chrysler group currently distributes US brands Chrysler, Jeep and Dodge in Australia. The most impressive group performers in recent times are Jeep which, at 8648 sales for 2011 was up by 44.7 per cent compared to the year before, and Dodge which, with 2703 sales, was 41 per cent up on 2010. The Chrysler brand, which comprises the 300C large sedan, PT Cruiser retro hatch, Sebring cabriolet and Voyager MPV, was the weakest 2010 performer with sales down by more than 60 per cent compared to 2010, with 580 vehicles sold during the year.
Ateco public relations manager Edward Rowe would not comment on speculation that the company was about to lose Fiat-Alfa distribution in Australia. "All we can advise is that if such discussions were taking place, and we were involved, we would be bound by confidentiality arrangements and would be unable to comment," he said.
Similarly, the newly appointed director of corporate affairs at the Chrysler group, Lenore Fletcher, said she "was not at liberty" to discuss the matter, but indicated she would update us "when and if it became appropriate".
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Written byTim Britten
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