Despite that product placement to dream for, Alfa has repeatedly foundered in the U.S. market despite a terrific product line and a racing heritage as good as Ferrari's.
The Truth About Cars reports that
Emboldened by Maserati’s North American comeback [and] reinvigorated by GM’s $2 billion payoff, corporate parent Fiat believes that the Alfa Romeo brand is finally ready to launch its own U.S. re-invasion.But The Truth doesn't give Alfa much of a chance of succeeding where it has failed repeatedly:
Koo-koo-ka-choo, Mrs. Robinson.
Alfa may have a peerless racing pedigree, but Americans are notoriously uninterested in such things. . . .As for the reliability side of the equation, Alfa’s build quality, fit, and finish may have improved since their departure, but their cars will have to overcome a great deal of residual distrust. Many Americans have vivid memories of Alfas that fell apart mid-route and/or rusted into thin air. What’s more, Alfa will be facing some of the world’s best-built products (thank you Toyota) in a litigious country (God Bless America) that expects a long, comprehensive warranty (kudos Hyundai) and distinctly non-Italian levels of customer service (all hail Lexus).
In short, Alfa will have zero wiggle room for excessive panel gaps, condescending or indifferent dealers and the odd failure to start-- especially in the all important $20K-$40K segment.
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