The Chinese way
I enjoyed your August stories on Alfa Romeo, but there are going to be some roadblocks to its future as a global player. One is the Chinese market.
The Chinese road system is not at the level of the US or Europe. So an excellent-handling car with the reputation of Alfa is wasted.
The Chinese like cars that have big back seats for chauffeuring, big boots, and a smooth ride. This describes old-school American brands like Chrysler. The Chinese market saved the Buick brand from death in 2009 – why couldn’t it turn around Chrysler? Using the Giorgio platform as a base of multiple cars tailored to the Chinese market would be a better fit than Alfa would be.
Here in the States, we haven’t seen a new Alfa since the late ’80s. There are generations of young people who don’t know about Alfa or its heritage, and are not waiting for it with bated breath.
Alfa owner FCA will have trouble winning over BMW and Audi customers who are used to leasing their cars. They will just go back to dealers and sign a new lease and not look at the Alfa products. Charles Winingham