Alfa Romeo's global brand chief says he won't cut prices to meet lofty U.S. sales goals because he insists Fiat Chrysler Automobiles NV isn't setting such targets in the first place.
The absence of set objectives is a rarity for Reid Bigland, who's also head of U.S. sales for all of Fiat Chrysler. His focus is on building out Alfa Romeo's dealer network and re-establishing the brand in the United States as a true luxury name, with the Stelvio sport utility vehicle about to join Giulia sedans in showrooms.
"Really no volume projections," Bigland told reporters recently at a Stelvio drive event in Nashville, Tenn. "We're going to work the long-term game with Giulia as well as with Stelvio and we'll see how it goes as to how many we're going to sell."
Fiat Chrysler Chief Executive Officer Sergio Marchionne's deputies are accustomed to taking aim at ambitious forecasts the boss has made public over the years at regularly held releases of five-year plans. With Alfa Romeo, the company has to balance the opportunity for expanding volume with the need to keep consumers thinking its models are worthy of fatter sticker prices than the Dodges or Chryslers elsewhere on dealer lots.
"It's a completely different game, with the two games really not to be confused," Bigland said.
With the Stelvio reaching dealerships next month and joining the Giulia and the 4C coupe, Alfa Romeo will have three models for U.S. customers. Audi has that many SUV lines alone. Luxury leaders Mercedes-Benz, BMW and Lexus have even more.
SundayMonday Business on 06/25/2017