Currently reading: Alfa, Maserati, Abarth 'to merge'
Fiat group reportedly plans to merge the three brands to keep Alfa alive
Autocar
News
2 mins read
22 January 2010

Fiat SpA plans to merge Alfa Romeo, Abarth and Maserati under one sporty sub brand, according to reports.

Abarth and Maserati CEO Harald Wester has today been appointed by Fiat as CEO of Alfa Romeo and Auto News claims company sources have said Wester’s new role will be to identify synergies between the three brands.

Wester, who is also chief technology officer for the Fiat group, will play a key role in shaping Alfa Romeo’s future.

Fiat is currently undergoing a strategic review of Alfa and will publish the results in April when Fiat announces its group plans from the next five years.

One option for Alfa could be to share platforms with Chrysler and have its 166 replacement built in the US.

The other option is for investment to freeze on developing new models once the Giulietta is launched, leaving Alfa with only the Giulietta and Mito to keep the brand alive into the latter part of the decade. Its older exiting models, including the Brera, GT and Spider, would continue to be sold but won’t be replaced.

At the Detroit motor show, Fiat CEO Sergio Marchionne told Autocar that several options were still available for Alfa.

“Alfa has been underperforming for a long time,” he said. “It has been the most difficult part of Fiat’s recovery, even though on paper it looks so attractive. The marque isn’t for sale, or anything like that.

“It’s our problem. But we do have to rethink our objectives and be realistic with ourselves before we do anything else.

“First, I want to see how well we do launching the Giulietta. From the technical point of view it’s a huge step forward, but I want to see how it fares. And I want to see how we can take advantage of that through the company.”

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Challenger440 23 January 2010

Re: Alfa, Maserati, Abarth 'to merge'

ALFARTHARATI ?

Monk 22 January 2010

Re: Alfa, Maserati, Abarth 'to merge'

This could turn into real tragedy for car fans.

Ever since I was a child my head has been turned by beautiful and striking cars, and still recall when and where I saw them for the first time. Most of them Alfas and Lancias.

My friends uncles farm, a GT Junior. A Lancia Fulvia - Whitsand Bay, Cornwall. An HPE - Constantine Bay, Cornwall, Alfa Montreal, a garage in Croydon. Alfasud, Tavistock, and many more.

So many "car executives " cannot see the wood for the trees. Enthusiasts buy with their heart, long before the head gets a look in.People who dont like cars buy Golfs and Hyundais

Desirable bodies, reasonable cost, with the dynamics tuned for fun not economy,That's the formula they need to retrieve from the corporate dustbin.

How these people get the jobs in the first place is beyond me. Pack them off to run dishwasher companies where they can get excited about part sharing and trimming 3p off the cost to make, and leave cars to those who love and understand them.


Jon Hardcastle 22 January 2010

Re: Alfa, Maserati, Abarth 'to merge'

disco.stu wrote:

I think Alfa's problems far pre-date Marchionne, and he has inherited a mess. Merging the business operations of Alfa, Maserati and Abarth seems sensible, and potentially provides a full range of models without over-stretching the brand - as BMW have done successfully with Mini underneath the BMW brand and Rolls-Royce above it.

The biggest problem for Alfa appears to be finding the funding to do what everyone would dearly love - a proper sporting RWD platform to replace the 159/Brera and 166. Maybe sharing with Maserati can provide this.

Agreed.