Fiat will bring an Alfa Romeo to Chrysler showrooms next year


Fiat has already announced that they will bring the Fiat 500 to Chrysler showrooms in the U.S. in 2010, and now they’ve announced that the Alfa Romeo MiTo will also be available in America next year.

“The MiTo is going to help us re-establish the Alfa brand in the United States,” said Richard Gadeselli, vice president for communications of the Fiat Group, in a recent interview at the company’s headquarters here.

Though Alfa Romeo left the American market in 1995, the MiTo hatchback will not really be the first new Alfa to appear in the United States since then. The 8C Competizione and Spider have been available through select Ferrari and Maserati dealers since last year. Considering the stratospheric prices of the limited-edition, hand-built 8C, the MiTo will be the first new Alfa intended for general audiences.

Both the MiTo and the 500 will be sold at Chrysler — not Ferrari — dealerships, though they will still wear Alfa and Fiat badges. American-market prices have not been announced, but $20,000 or so seems likely for the MiTo and mid-teens for the 500.

The new Alfa is aimed at “an active, thrill-seeking, performance-minded 20-something.”

I think this is a great move by Fiat. The Fiat 500 and the MiTo will give Chrysler dealerships hip vehicles that appeal to younger drivers who like the Mini Cooper and other small imports. The marketing campaign should be fun to watch.


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