jeudi 25 juin 2015

Get big or die

ALFA ROMEO might have become another of the car brands tossed on the industry’s scrap heap. Instead, Sergio Marchionne, boss of Fiat Chrysler Automobiles (FCA), a carmaker, plans to invest €5 billion ($5.6 billion) in the historic marque. His aim is to turn out eight new models, in a bid to increase dramatically the premium brand’s global sales to 400,000 annually by 2018. The first of those, the all-new Giulia, was revealed in Milan this week, rolling onto a stage as Andrea Bocelli, an opera singer, belted out Nessun Dorma, the tear-jerking aria from Turandot.

Can the Alfa Romeo brand hit a high note or will it all end in tears? Mr Marchionne’s plan is ambitious. And it is one that has generated plenty of scepticism, partly as it depends heavily on the marque’s relaunch in America after a 20-year absence. “Brand rebuilding can take 15 to 20 years, and there are no indications that Alfa Romeo has...Continue reading

Source :Business and finance http://ift.tt/1LwTKZS

0 commentaires:

Enregistrer un commentaire