Don't Expect Big Deals on Alfa Romeos Anytime Soon
- Stelvio SUV model set to arrive in U.S. showrooms next month
- Building luxury brand’s value ‘a completely different game’
The Alfa Romeo Stelvio Photographer: Troy Harvey/Bloomberg
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 reestablishing the brand in the U.S. as a true luxury name, with the Stelvio sport utility vehicle about to join Giulia sedans in showrooms.