Tripling sales of a global brand by 2016 seems, an almost impossible task in the current state of the European market. Unless your name Sergio Marchionne and we are talking about Alfa Romeo.
Louis-Carl Vignon, head of Alfa Romeo for Europe, agreed with its president. Moreover, believes even that could exceed that figure. Input, increase the volume of sales of a brand which has two models in its range, MiTo and Alfa Romeo Giulietta, should not be too complicated, if the range is extended with new models. Then if the brand is present almost exclusively in Europe and South America, seeking new markets in importance as the U.S., China and Russia, should be feasible.
Alfa Romeo competes in what is only 5% of the world market. And Europe represents 90% of sales.
In the words of Carl-Louis Vignon, Alfa Romeo competes in what is only “5% of the world market”. In addition, Alfa Romeo’s European sales accounted for 90% of the 101,000 units sold globally in 2012. To avoid this dependence in Europe, Alfa Romeo will return this year to the United States.
Milanese firm left the U.S. market in 1995, but Vignon believes that the brand is still enough known there, despite an absence of almost 20 years, to be successfully implemented. In the business plan of Alfa Romeo, the idea is that the United States and Europe represent 40% of sales of Alfa Romeo in 2016.
Not surprisingly, the Alfa Romeo 4C will lead the arrival of the brand across the pond , but its presentation in the United States will be made in November at the salon in Los Angeles. Alfa Romeo expects to sell about 26,000 units globally Alfa Romeo 4C over its seven years of commercial life, but give a strong brand image thus preparing the ground for future range.
According to estimates AutomotiveNews, the saloon and the Alfa Romeo Giulia would break the horizon 2016 about 100,000 units sold annually worldwide. Alfa Romeo Giulietta (90,000 units) and MiTo (50,000 units) will be the other models of global volume of the brand, while the E-segment sedan derived from the Maserati Ghibli would be about 30,000 units. It is expected that the future SUV (between 4.60 m and 4.80 m long) unindades 40,000 range and that the next Spider, developed in partnership with Mazda, is imposed with 25,000 units. Alfa Romeo 4C, which will be a Targa version, represent only about 3,500 units.
