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Fiat partnership with BMW to sell Alfa Romeo cars in the U.S

Rumors | March 18th, 2009 by 16
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The Alfa Romeo vehicles are returning to the US through BMW’s help as well. For the past two days, many auto journalists reported a possible …

The Alfa Romeo vehicles are returning to the US through BMW’s help as well. For the past two days, many auto journalists reported a possible partnership between BMW and Fiat, with the main focus on the future BMW Project i cars and the revival of Isetta brand.

Today, Fiat and BMW announced a different partnership, which involves the Fiat owned brand, Alfa Romeo. Translating this partnership into simple words, it basically means that BMW will sell the Alfas through their dealerships. It is unknown at this time if the deal will include only BMW owned dealerships or any private owned ones as well.

Fiat partnership with BMW to sell Alfa Romeo cars in the U.S

MotorAuthority goes further stating that the BMW and Fiat  also considering the possibility of a coop between the Mini and Alfa Romeo models.

Alfa Romeo plans to return to the States in 2010 and having an already setup infrastructure, it could only help. They have been in talks with Chrysler as well, but no details on that deal yet.

One of the first Alfas to return to the US will be the Alfa Romeo Mi.To.

Fiat partnership with BMW to sell Alfa Romeo cars in the U.S

Assuming that this deal will go through and Alfa Romeo might be looking in the near future to establish a larger presence in the U.S. competing on several segments, I cannot wonder if this deal will hurt BMW at a certain level and steal customers away. Some of the most recent Alfa Romeo models are quite stunning.

Read: Alfa Romeo – A must for the U.S. market

[Source: MotorAuthority ]

  • Joe

    Crazy story. The Alfa cars are just gorgeous.

  • adam smith

    bmw can only dream to have a car that looks as beautiful as an alfa romeo.
    alfa romeo? simply stunning.

  • Gord

    I can’t wait for the Alfa Romeo Brera to arrive in America.

  • txdesign

    Won’t the MiTO compete with Mini sales?

    • http://www.bmwblog.com Horatiu B.

      @txdesign, No, I don’t believe the Mi.To will compete with the MINI, different style, approach, culture, fan base….the MINIs are pretty unique and certainly has its own market and fans. I see the MINI fans as a smaller BMW community, very loyal and enthusiast, hard to convert them to something else.

  • Gord

    @txdesign:

    Well the 159 will compete against the 3 series, and the Brera will go against the Z4 as well them.

  • housejunkie85

    i really dunno of any alfas current cars that is ugly…the 159 is stunnin…the 147 is gettin old but still stunning…the mito is beautiful…the comptezione my god!!! and the brera is too much!!!! hope they share their designers with bmw :)

  • Gil

    Oooooh… I love Alfa Romeos! They’re simply stunning!

  • Lance

    This is terrible news from a brand perspective. How can they even possily think of selling another car brand, which is not inside the BMW Group, that’s more or less in the same level as BMW (o a bit lower) at a BMW dealership??? Think of the brand image that you are giving to your customers at a touch piont retail level – where BMW dealership are basically the face of interaction for BMW! I will probably feel like I’m walking into a second hand car dealership with a wide variety of Alfa’s BMW’s Mini’s or even Fiats later on.

    Have they been enjoying too much exclusivity that they think it’s time to dilute the brand’s face / touch point a little. THEY ARE NUTS!

    What’s going to happen with service then? Are they going to be serviced at BMW as well? This is worse than Toyota Lexus / Merc and Smart combo.

    And also, only one or two Alfa’s look nice, most are ugly with that triangular mantis grille and terrible rear lights!

    • http://www.bmwblog.com Horatiu B.

      @Lance, the deal is not finalized and I’m sure there are many details that need to be discussed. In the end, it might not even go through. But if Alfa brings to the US cars that will not compete with BMW, then I’m sure BMW wouldn’t mind to sell them and most important, service them, since that’s where the money really is.

  • http://www.facebook.com/people/Tom-Hegedosh/8204311 Tom Hegedosh

    can’t wait to see tha alfas

  • bmw4life

    Really beautiful cars!

    Do you think BMW will bring them up north to Canada as well?

  • rob

    Well, as an independent BMW/Mini tech all i can say is i sure hope that the new Alfa Romeo is as lucrative as the bimmers and minis have been for me.$$$ I’m gonna need more biscuits to sop up that gravy!

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