Alfa Romeos are going to be re-badged as Dodges for the U.S. Will Alfa Romeo's MiTo look like this with a Dodge grill?
It sounds too bizaare to be true but Alfa Romeos are about to become Dodges, igniting a controversy that's outraged car fans worldwide. The car above is Alfa Romeo's MiTo. It was named for the two cities associated with Alfa Romeo: Milan and Torino. Now that it will be a Dodge (from Detroit), will it be renamed the Dodge DeMiTo?
Fiat chairman Marchionne told Autocar "Dodge is the American muscle car, while Alfa Romeo is the European muscle car. How we dovetail these two brands is very important. The level of competition between these two brands is tremendous because they are both going after the same customer.” He continued. So he's implying not only that Alfa Romeos will be re-branded as Dodges, but that Dodges will be re-branded as Alfa Romeos for export.
"Stop in the name of love!" The Supremes sang, a sentiment that sums up the outraged reaction of sports car buffs worldwide as they gasp in breathless astonishment at Marchionne's wrong-headed move. Dodge and Alfa Romeo are not "going after the same customer" as Marchionne alleges. Far from it.
Signore Marchionne, here is a primer to help you understand why debasing legendary Alfa Romeos by re-badging them as Dodges is a very bad idea.
ALFA ROMEO
- IMAGE: Chic, legendary brand with classic car history, lusty Italian style and flair.
- HISTORY: You can't manufacture or buy invaluable cachet like Alfa Romeo has. Its legacy of historic European sports/racing cars puts Alfa amongst the all-time greats of motoring. This is a brand with such legendary status, to badge it as a Dodge seems doomed to fail.
- LEGENDARY CARS: include the classic Spider, Giulietta, Zagato specials galore, and limited production classics like the 1938 Alfa Romeo 8C 2900B Touring Berlinetta that won Pebble Beach Concours last year.
- MEDIA FAME: Starred in The Graduate, one of American cinemas' most beloved classics, Dustin Hoffman drove an Alfa Romeo Spider, later renamed in honor of its starring role.
DODGE
- IMAGE: Everyday family car, minvans, mediocre mid-sizers and, oh yeah, the new Challenger evokes greatness of muscle cars past. But muscle car fans are not sports car fans. And the Challenger does not re-define Dodge's blah image in American consumer's minds. Dodge's Viper is a mighty supercar but has little spillover effect on the brand's image.
- HISTORY: No current legacy with consumers to speak of beyond mediocre people movers with no pretensions of grandeur and, oh yeah, the new Challenger.
- LEGENDARY CARS: Oh yeah, the Challenger, but most Americans think of Dodges as minivans, Neons and unlamented nameplates like the Diplomat, Avenger, Colt, Stratus, and Stealth.
- MEDIA FAME: 1969 Dodge Charger R/T starred as the "General Lee" in the 1979-85 Dukes of Hazard TV show and the movie remake of it that no one saw.
- Please Signore Marchionne, reconsider your crazy plan. Alfa Romeo is a chic brand with massive cachet that buyers will pay extra for. Dodge has some lingering echo of fame as a maker of muscle cars but muscle car fans are not Italian sports car fans and will not understand Alfa Romeos posing as Dodges, while those who would have paid extra to have the historic Alfa nameplate on their car will turn their noses up at this disastourous re-branding.
For more info: Please check the slide show below and:
Controversy rages over Mini Cooper Coupe: Ugly disaster or instant classic?
Fiat buys Bertone coachbuilders: Will Chryslers wear Italian suits?
August car shows part three: Pebble Beach Concours d'Elegance
Italian classics exist in their own world
Carmaker archives part three: Walter P. Chrysler Museum
Bringing back classic license plates could add millions to state budgets
Comments
This idea is frankly idiotic and ludicrous. Not only will Alfisti be outraged but I doubt that the folks that like Dodge muscle cars will be thrilled either. Will this daft idea please be buried once and for all?
I can see some logic in this decision—because Chrysler needs all the help they can get—but I'd never buy an Alfa that was badge-engineered into an American car. It's a travesty, really, but, unfortunately, money rules today.
I would trade all the boring Peugeots, Renaults, Opels, Kias I see around me, for any Dodge or Chrysler. The appeal of a Challenger, PT Cruiser or 300C for a European is brutal.
I guess the grass is always greener on the other side...
As I enjoy both cars I don't see a problem with some badge engineering. The Bugatti is a VW, so? You seem to forget the legendary Mopars? Their early Le Mans wins? The 300, Superbird, Hemi Darts,rally prepped Barracuda Formula S, the Darts that raced against the Alfa's in Trans Am, the Viper, Cunningham C4's, the neon club racers, and Skip Barber series cars, Facel Vegas and Jensen Interceptors, and the Shelby Can Am cars and Shelby turbo street cars. Granted their not Alfa's but they certainly have a legendary history around the world. Muscle car fans do like sports cars. Maybe you forgot Vanishing Point, Or Bullet with the Hemi Charger? Or Dirty Mary Crazy Larry? You do a diservice to both makes for your limted view of what Americans think about both makes.
Got something to say?
Examiner.com is looking for writers, photographers, and videographers to join the fastest growing group of local insiders. If you are interested in growing your online rep apply to be an Examiner today!