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Dodges Might Be Sold As Alfas In Europe

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Fiat's Sergio Marchionne

Fiat's Sergio Marchionne

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A Dodge rebadged as an Alfa? Alfisti are no doubt astir over this one.

TheCarConnection.com has already told you about the near-certain plans for some Fiat models—like the stylish 500 minicar—to be sold in the U.S. via Chrysler's dealer network, and we've also heard talk about how Alfa might be using Chrysler's LX platform (underpinning the 2009 Dodge Charger and 2009 Dodge Challenger, along with the Chrysler 300) for an upcoming large sedan.

But it's new to us—and surprising—to hear that the Italian company's CEO is considering selling Dodge models as Alfa Romeos in Europe.

"Dodge is the American muscle car, while Alfa Romeo is the European muscle car," Sergio Marchionne told the U.K. publication Autocar. "How we dovetail these two brands is very important."

Marchionne added, "The level of competition between these two brands is tremendous because they are both going after the same customer."

Alfa Romeo MiTo GTA

Alfa Romeo MiTo GTA

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2009 Dodge Caliber SE

2009 Dodge Caliber SE

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If he's speaking of the Dodge Challenger or Viper, it's still hard to imagine as design-wise they're almost polar opposites from the Alfa GT or 8C. It's difficult to imagine the Alfa MiTo or 147 and a variation of the Dodge Caliber in the same lineup. Meanwhile, the other two vehicles Dodge has been selling in Europe in recent years, the Journey and Nitro, don't appear to compete with any current models from Alfa or Fiat but probably wouldn't work so well as rebadges either.

What is he thinking? We'll just have to wait and see. In the meantime you can browse our full review information on the 2009 Dodge Caliber and dream about how it someday might morph into an Alfa.

[Autocar, via Autoblog]

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Comments (3)
  1. All I can figger is FIAT is holding out the carrot of marginal incremental sales via more units through Italian factories, in order to sell this merger back home. Market-wise, it's a non-starter. Euros would buy the american muscle car BECAUSE IT'S AMERICAN. I mean, unless FIAT wants to enter NASCAR. The enthusiast's wet dream would be "Challenger by Alpha", with semi-bespoke interiors/exterior similar to the Mustang by Giugiaro!
     
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  2. Select Alfas rebadged as Dodges might not be completely out of the question, but I just don't see it for the most part - especially if these comments suggest that Alfas will ONLY be offered as Dodges in the U.S. That would/will stink if it comes to pass. I hope not.
     
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  3. Dodge was sold as Chrysler here in South Africa back in the day. We got Chrysler Chargers that looked like Dodge Chargers, but made as Chrysler in RSA
     
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