Audi vs Alfa

[Matthew Killick <m.killick@domain.elided>]

Seems as if open season on Fiat is back.  With respect to the fine job that
Audi have done reviving the brand in comparison with Alfa, there is one
thing that this digests's marketing experts seem to have overlooked.  Audi
have the incomparable advantage of being able to use the reputation of
German cars for engineering integrity and build quality.  Therefore thay
have been able to build the brand name in a climate of opinion which will
listen to their claims of "vorsprung dorch technic" (or whatever).  Alfa
would not only have to re-build the brand (from a base of about 300 cars
sold in their last year in the USA from unreliable memory), but to do so
unaided by the reputation of such other brands as Mercedes and BMW.
Rather, as is regularly demonstrated in this forum, there is a constant
background hum of American contempt for the Italian car manufacturer, Fiat.
 Multiply the prejudice and scorn expressed here across the USA, and I'm
not surprised that Fiat don't consider it commercially viable to attempt to
re-educate the entire American population, and re-introduce what at best
will only ever sell in low volumes.  Remember, it is US government *not
Fiat* policy that ensures that citizens of the land of the free can only
buy what they are allowed, rather than what they want

Cheers
Mat

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