Chrysler awards 86 Alfa Romeo franchises in the US and Canada

Article by Andrew Christian, on June 12, 2014

Eighty-six Alfa Romeo franchises have been awarded to dealers across the United States and in Canada, in preparation for the marque’s return in the US this year. The franchises are spread in 33 states, most of them placed in California, Texas and Florida. Seventy-nine of the 82 franchises in the US were granted to existing Fiat dealers.

Chrysler Group awarded the franchises were awarded prior to rollout of the Alfa Romeo 4C later this year in North America. Alfa Romeo is already selling the 4C coupe in Europe and plans to sell limited numbers in North America.

Each of the chosen dealers will get a special Launch Edition of the 4C and will have a staff dedicated to the Alfa Romeo’s “premium market clientele,” according to Peter Grady, Chrysler’s head of network development.

He said in a statement that dealers will be required to make their sales and technical staff undergo an intensive curriculum to “ensure the highest levels of customer care and proficiency” of the Alfa Romeo 4C.

According to Grady, the Alfa Romeo network should grow to over 300 dealerships. Lisa Copeland, general manager of Fiat of Austin, expressed excitement in being granted with an Alfa franchise, saying that her dealership has a waiting list of over 50 clients.

Fiat of Austin was the first Fiat franchise in the US to sell over 100 new Fiats in a month. Dealers are initially expected to have some problem getting Alfa Romeos, since the brand plans to bring fewer than 1,500 4Cs to North America annually.

Fiat is also not expected to bring its MiTo subcompact or the compact Giulietta to the region. Alfa is set to commence building a mid-sized sedan late next year and start selling the model in Europe in mid-2016. The model is expected to be rolled out in the US in late 2016. [source: Chrysler]

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