Alfa Romeo, the Italian sports car maker under Fiat Chrysler Automobiles, is known for setting ambitious targets that have been continuously pushed back due to struggling sales. Its 2014 goal to sell 500,000 cars around the globe is now a goal for 2020. Alfa Romeo added new models to its lineup, including the Stelvio SUV and the Giulia sedan which received the 2017 Driver’s Choice Award for Best New Luxury Car, but sales have only seen a small increase. The company now set its eye on the United States, but the it faces stiff competition in the luxury market from brands who have integrated themselves into American culture.
Vivaldi CEO and Founder Erich Joachimsthaler spoke to Forbes about Alfa Romeo’s potential in the US market. While he admires the brand for its proud history of racing, Italian heritage and especially design, he wondered if there was room in the U.S. market for another sedan, while the Stelvio SUV was competing in a section of the market that was well served already. “But I don’t think Alfa Romeo is really viable in the U.S. It will stumble along for a while perhaps, but a long-term proposition it is not. I don’t think BMW will worry about Alfa Romeo.”