Can Alfa Romeo Dodge the Bullet?

Not too long after the finalisation of the Fiat-Chrysler merger, Autocar U.K. is reporting that Fiat is already considering rebadging Dodge models as Alfa Romeo models in Europe. Fiat & Chrysler CEO Sergio Marchionne mentioned that the American Dodge brand and the Italian Alfa Romeo brand both share the same core identity, with the former being the muscle car in the states and the latter as the muscle car of Europe.

We are not quite sure of the Dodge brand being the muscle car. But when have sexy, refined Alfa Romeos become large, crude muscle cars? Try as we might, there is no single Dodge model that can really pass off as an Alfa Romeo, especially not in Europe, where people are generally more concerned about quality and handling than size and power. Dodge Viper and Challenger are perhaps the only two passable as rebadging material, but even so, generating much volume or interest in either model is a stretch. The move might even alienate Alfa Romeo fans, and dilute the strong branding. Think again, Fiat.

AboutSeow Yaohan

Seow Yao Han strives to bring you the latest and the most comprehensive information on cars available in Malaysia. But it's never easy for him to talk and write cars in this part of the world because what you lust after is often not what you drive home. When the euphoria of test-driving that branded, super-expensive sports car dies down, he just goes home in his less-than-glamorous ride.