Re: Alfa's return to the US

["Eric H." <ejham@domain.elided>]

Rather than assume that US Service provider listings indicate a
possible return to the market, I think it's more an assurance from
Alfa that people who may travel to the US with their cars would be
able to obtain qualified service. While gadding about overseas with
ones own car is prohibitively expensive for most of us, Alfa would
like to think that at least some of their customers belong to that
upper strata of society.

FIAT would face tremendous problems trying to re-enter the
lemming-like US market. Only two methods for this re-entry come to
mind:

1. All-out media blitz: TV adverts (paint the cars as *reliable*
Ferraris-for-the-people using all the sexy Italian advertising design
they can bring to bear), get on the good side of the print automotive
press and syndicated newspaper columns, show the cars as more sexy
(and perhaps less expensive) alternative to BMW's and the Nipponese
lemming-mobiles. To make this work, they should shore up their
distribution and dealer support well in advance.

2. Pick one of their best models, perhaps the 156, and release it in
limited numbers only in metro markets where they will sell out. To
ensure this success, FIAT should partner with an existing dealer web
who would provide the support for this single model (sorry, Authorized
Shops...but the consumer confidence created by buying the car at a
Ford dealership would be a tremendous asset.) This is probably what GM
is having to do with the Cadillac Catera/Opel Omega. Releasing the car
in this way might have the effect of creating shortages and giving the
car a very desirable image -- similar to the Miata when it was
initially released. They would need to ensure favorable press and make
sure quality on the cars was absolutely first-rate. After the hype
died down, then they could begin a more generalized campaign.

Above all, they must understand their competition and the American
market! Many Americans will only buy what they've always bought
(usually domestic models. Others will buy something different or
unusual but only if it's not TOO different or unusual and only if it
will impress their neighbors. I think very few buyers actually
understand or appreciate the technical superiorities of one make/model
over another. They buy what gets the best press (or the most press),
seems *safe*, is what they've traditionally bought, or will impress
others. How many times have you seen a 50-ish dentist or lawyer
driving a new Jag or V10 Mercedes like it was 57 Nash Metropolitan?

With right ad campaign the 156 could easily target the audience
already primed for the Toyota Solera or the "New 3" BMW. And I could
easily envision the Spider carefully claiming it was the car from
which the Miata and Z3 were 'derived.'

Waxing philosophical on a Memorial Day Monday,

- - Eric Hambleton, Clearwater, FL
Alfa present: 1983 GTV6 -- Felicite
Alfas past: 1978 Spider Veloce, 1988 Milano Platinum
Alfa future: 2001 156 Berlina (grin -- just making up a name -- but
using a German name in the model might help the image)

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