Alfa's return to NA

[C M Smith <cmsmith@domain.elided>]

Nicky Avery made some good points about success in the marketplace. I 
bought my 91 164L in November of 1991. The "competing" product was BMW's 
then brand new 325i, but a 92 model. I received a substantial "discount" 
off the list price of the 164L but it was still only marginally cheaper 
than the BMW. Subsequent experience with the car has proved that the market 
place was correct to insist upon a substantial discount due to the totally 
unreasonable cost of repairs required after the car was merely 6 years old. 
The poor design of a few components absolutely wrecked this car, though 
admittedly the marketplace passed it's fatal judgment in the very first 
year before these defects became apparent.

ARDONA failed to sell any 1992 models, palming off the 91 stock of 
inventory to cover that model year. 1993 models were merely warmed over 91, 
new paint and trim but no significant changes. The model "range" was 
narrowed for 94 by changing the trim levels to essentially a four seater 
LS. I can't recall whether there was an uprated engine available in NA, 
certainly such cars were not available in Canada. Foolish marketing. Sell 
too few cars so narrow the selection further, narrowing the market even 
more. The 24 valve uprated motor would have motivated me to purchase except 
for two major obstacles: the trade in for my essentially 2 year old 91 
offered in 94 by even Alfa dealers was pathetic (and I do mean pathetic) 
and the rear seat of this enormous (by European standards) sedan was 
reconfigured to seat only two comfortably. Bone headed stupid to sell a 
family sedan with "Executive" seating.

Contrast ARDONA/Alfa with Audi's rebirth in NA after a near fatal collision 
with the blue rinse set (inability to distinguish between the gas pedal and 
the brake in a self induced "panic" situation.... the whole idea of 
experiencing a "panic" situation while supposedly operating an automobile 
boggles the mind..but there you go)  is a marketing tour de force. Check 
out the prices Audi is getting for their four cylinder 1.8T powered A4. 
North America is lapping up what is admittedly a very sweet handling little 
car, and for premium prices too. Of course, this is nothing to what VW is 
getting for their Jetta.

Ya gotta project value for money. Ya gotta stand behind your product come 
hell or highwater, or certifiable moronic drivers just to take an example 
purely out of the hypothetical. Ya gotta buy back your older cars if 
there's no market if that's what it takes to build the resale market. SAAB 
did it, by the skin of their teeth. BMW did it (remember the first BMW 
before the 2002 series? They were awful little s**tboxes really, but they 
had  a great motor and the 2002 had at least a half assed chassis which 
transformed the car and allowed BMW to expand its model range rapidly. The 
latest BMW are no screamin' heck but check out the press on these 
overpriced econoboxes and even more so, check out the prices of used ones.

So, unless Alfa comes back with a full range of models, a gilt edged 
warranty, and proper resale incentives, they'll sell oh maybe 4,000 cars in 
four model years to crackpots like me who actually like fwd and the idea of 
a Selespeed. If they bring over an awd model then maybe some of the 
besotted Audi crowd will switch buying plans. I know I would be in the 
market for an Audi A4 if no Alfa returns to Canada.

Cheers

Michael


Michael Smith
Calgary, Alberta
Canada
91 Alfa 164L, White, original owner

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