Patience of Loyal Alfisti Tested

I am what is known as an "Alfisti", or a fan of the Italian automaker Alfa Romeo. I owned a 1991 Alfa Romeo Spider Veloce convertible in Italian Tomato Red that looked a lot like the one Dustin Hoffman drove in “The Graduate”, and I would still have it if I could afford to own two cars.

Like the old joke people about Jaguars,

... it was usually best to own two Alfa Romeos so you would have another one to replace it when the other was in the shop. My Alfa, while it never suffered any catastrophic breakdown, the top leaked, the A/C overheated in hot weather, and the engine liked a drink of oil.

No new Alfa Romeo vehicles have been sold in this country since 1995. I have waited for what has seemed like eternity for the marque to return to the United States and, after years of stalling and delaying, it is starting to look like 2010 will be the year America will see the return of the moderately priced Italian car.

Unfortunately, spearheading the launch is the Alfa Romeo Competizione 8C sports coupe, based on Maserati and Ferrari mechanicals. It is intended as a halo model for the more plebian models and all 100 or so intended for North American sale have been spoken for.

So what can the more cash-poor Alfisti hope for from the revitalized Alfa? Originally Alfa only planned to sell modestly updated versions of its stylish 159 sedan and drop dead gorgeous Brera Coupe and Spider.

The company has now announced a much more ambitious model range. First off is the Alfa Junior, a MINI Cooper-sized hatchback that it hopes will tap into America’s new love of small cars. After that, around 2011, Alfa hopes to have a rear-drive, range topping Alfa 169 on the market. It is looking for a donor platform for the 169, with front runner to be Jaguar. This makes sense since Alfa is also looking to tie up its Maserati/Alfa dealers with Jaguar/Land Rover lots. These niche market European mega-emporiums would help keep overheads low for the brand and give it a ready made sales network.

Also on the drawing board is a Alfa Romeo crossover for 2012 and a jacked-up Audi-Allroad style 159 wagon that is most likely going to be introduced sooner than that. While this may sound nebulous and up in the air, one major thing has changed. The management and styling departments have both had a major end of year shake-up.

For one, Alfa Romeo’s return is now being spearheaded by one Luca De Meo, a higher up from the Fiat Group. He is widely credited with helping put together the range of models that have turned the company from a financial basket case into one of Europe’s most profitable. Another coup is the naming of Frank Stephenson as Chief Brand Stylist. Stephenson is best known as the man behind the BMW MINI Cooper and Fiat 500.

Alfa Romeo is also currently “taking care of business”, quality-wise, in the home country. Its main plant in Sant’ Agnata, Italy, closed for two months starting January 1 in order to bring the plant in line with the quality standards of its European peers. This move is pivotal for the brand, as a re-entry into the United States will require quality that is at least on par with their German neighbors. But let’s be honest, we shouldn’t expect an Alfa 159 to behave like a Toyota Camry. What’s the fun in that?

So what sort of chances do Alfa have at succeeding in the North American market? I, for one, think our auto market is hungry for something new, fresh and exciting. As long as the quality holds up, and the weakness of the dollar doesn’t destroy their profit margins, Alfa Romeo looks set to prosper.

But hurry up already Alfa Romeo! I can’t hold off my midlife crisis forever! Why else would I buy another red Italian sports car?