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Fiat looks to breathe new life into Alfa and Maserati brands

Fiat factory in Longotto, Italy
Fiat factory in Longotto, ItalyWikimedia Commons

Fiat, which took over Alfa Romeo in 1986, is planning to pump some new life and excitement into the 104-year old brand by introducing seven new models over the next four years, including the a convertible Spider by 2016, followed by the sedan and wagon versions of the Giulia and Alfetta models in 2017 and 2018, to compete with the BMW 3 and 5 series respectively, according to a recent report by AutoBild Magazine.

“The pipeline also includes two crossover sport utility vehicles, a compact version and a larger one, which will come to the market in 2017 and 2018, respectively,” the magazine stated.

Despite a poor reputation for its recent quality, an d lack of models to choose from, Fiat CEO Sergio Marchionne is confident that this rejuvenation of Alfa Romeo, as well plans to relaunch Maserati, will be able to “deliver the global profile that his mass-market Fiat brand cannot.”

While no exact production/release time-table has been issued as yet, Marchionne did state that both brands will be built in Italy.