Would you rather have an Alfa Romeo or a Dodge? Fiat is allegedly banking on the fact that European consumers will purchase Dodge vehicles bearing the fabled Alfa Romeo badge. There are reports that Chrysler’s Dodge brand could possibly be rebranded in Europe as Alfa Romeo. Fiat, which took over Chrysler’s assets, is considering this as an option for restructuring Chrysler. The rationale appears to be: If the Dodge brand struggled to be profitable here in the states, why would anyone think it would be successful elsewhere? Still, I understand if they want to rebadge the Viper, but besides that and possibly the Charger, would hatchback loving Europeans really be interested in gas guzzling behemoths? Is the plan to completely ruin Chrysler and bring down Alfa Romeo at the same time? As consumers become savvier about marketing strategies and have the latest news about a product at their fingertips, it seems strange that Fiat thinks that just dashing the Dodge name will turn things around.
—Posted by Philip Mathew
