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The future “Alfa Dodge” myth

by David Zatz on

Analysis. About a year ago, Allpar posted the following article (somewhat edited).  Anthony Kaiser brought it back to our attention at a time when a reprint may be appropriate.

… The new platform/architecture is named “Giorgio,” presumably to emphasize how Italian it is; most FCA platforms are named by a systems (C-EVO, SCSS, SUSW, etc.)


… Critics tend to be anti-American snobs when it comes to sports cars, and they seem to prefer that expensive cars lend themselves to cheap ones rather than the other way around. … The result is that, to make Alfa Romeo work, we will probably be told that Dodge’s future cars are watered-down versions of Alfa Romeo cars and SUVs.

Mr. Marchionne may lose his credibility among the Chrysler faithful, including “FCA US LLC” employees, but he doesn’t have much choice. If he says FCA is working as a single company on the new lineup, as it almost certainly is, Alfa Romeo will probably fail. Journalists will call them overpriced Dodges and condemn their “cheap interiors,” then fall over themselves to praise Audi (Volkswagen) and Mercedes.

First Alfa Romeo Giulia

This means Dodges (and perhaps Jeeps) have to follow the Alfa Romeos to market, and Mr. Marchionne can’t say a word about the reality. Thus, he’s keeping his mouth uncharacteristically closed about the whole thing.

Tthe Dodges will share parts, but they will be Alfa Romeo parts now. … Regardless of who worked on it, the new underpinnings will forever be branded “Giorgio,” credited to Alfa Romeo alone.  [Full original story]

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304

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