Chrysler the winner from renewed Alfa sales spurt?

Ateco Automotive, the local distributor for Alfa Romeo, believes the Italian brand will increase sales in Australia with the arrival of two new Giulietta models this year, but improving fortunes may come too late for Ateco.

As we reported earlier this month, comments from Fiat boss Sergio Marchionne in Detroit have prompted speculation that Ateco is to lose the distribution of Fiat and Alfa Romeo in Australia at some point within the next three months, with Chrysler set to assume control.

According to Ateco the Giulietta's sales potential has not yet been realised in Australia, presumably one of the factors that might drive Fiat to place distribution of the brand with Chrysler. Worldwide, Alfa Romeo sold 127,000 cars with the Giulietta accounting for around 80,000 of those sales. In contrast, VFACTS figures for last year amounted to just 526 sales of the Giulietta in Australia. That's less than half the brand's total for the year, although the Giulietta sold considerably better in 2011 than its predecessor, the 147, achieved in its final year on sale in 2010.

At launch the Giulietta was offered with the 1.4-litre MultiAir petrol engine or in top-spec 1.7-litre QV form. Both came with a six-speed manual only. Next month, the Giulietta will be available with a twin-clutch 'auto' transmission and diesel. The TCT self-shifter is offered with the 1.4-litre model, while the new 2.0-litre diesel option boasts 125kW and Alfa's MultiJet-2 technology.

Ateco expects to pick up significant sales of the Giulietta in the local market, as the company's press material states: "Given the Australian car market's penchant for self-shifting gearboxes and the growing demand for advanced diesels in this market sector, they will provide Alfa Romeo with a further significant growth boost in 2012."

Sales figures for the new Giulietta show the model has "won over a very wide and diverse customer range". Compared to the Alfa 147, which "tended to be dominated by a male/single bias", the Giulietta as the 147's successor is attracting more female buyers and those looking for a small family car.

Assuming the rumoured handover of distribution eventuates, the Chrysler Group is likely to run distribution of Fiat and Alfa Romeo models from its local headquarters at the Iveco plant in Dandenong South.

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 motoring.com.au "when and if it became appropriate".

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