Daimler-Chrysler-Fiat AG

[JHertzman@domain.elided]

There have been several mentions in the last few days of the rumored liaison 
between Daimler/Chrysler and Fiat Auto, leaving the other aspects of the Fiat 
conglomerate as they are. A sub-text has been the anticipation that this 
could, or would, lead to Alfa's return to the USA. 

On December 14 a prime digest lurker had broadcast this story to a list of 
about twenty old Alfa hands, citing Ward's (a US auto-industry trade 
publication) and the Detroit News website (detnews.com) as sources. I 
happened to mention it to another particularly well-connected lurker and he 
replied that (edited for brevity) "at Arese in the executive dining room 
upstairs above the cafeteria while there recently - - - almost every day and 
it was a surprise to me to meet so many Mercedes men stopping by our table to 
chat. I was told at the time, off the record, that the buyout was going 
down-but didn't bother to spread the word when I got back. The last time I 
tried telling people on the Digest the reality of the situation in Arese (as 
I see it, at least) I was inundated with emotional missives displaying a 
tremendous lack of critical thinking skills by everybody that replied, so - - 
- - I don't bother anymore. Let people think (or emote) what they want, I won't 
argue with them." 

The earlier note, citing Ward's, (again, edited) had started "it seems the 
Senator has decided to sell all of the family's shares to D-C AG. This means 
immediately 30% of the shares, thereby control, will shortly be in the hands 
of the Germans. Deal appears signed a while back, with lawyers now working 
out details." 

Then came the critical part: (add virtual Italics) "Already decided is brand 
management of Fiat will be Chrysler  while Alfa and Lancia will be "managed" 
by M-Benz."

That split sounds very logical to me, whether it does or does not involve 
selling any of the Fiat-brand cars in any particular market; I can see the 
Barchetta and the Fiat Coupe (or their successors) sharing floors with Vipers 
and Prowlers to compete against the likes of Mazdas, and I can see 
teutonicized Fiats having a role in various other parts of the world. Where, 
or how, the other Fiat brands, including Alfa, would fit into Mercedes' 
marketing strategies for a country such as the USA is murkier, although they 
might be seen as viable competitors against the VW/Audi niches. Stay tuned, 
if you wish, but I am not going to be holding my breath in anticipation of 
any proper heirs of my preferred past Alfas landing here anytime soon.

John H.
Raleigh, N.C.

------------------------------