On Crisalide Press we found an extract from an Automotive News Europe interview to Sergio Marchionne, Fiat CEO. The part about the future of the Lancia, Alfa Romeo and Maserati brands is interesting.

In brief: Lancia will keep making “luxury” versions of Fiat cars, while Alfa and Maserati will collaborate in developing new models and share platforms. In particular, the Premium Platform (159 and Brera) will be used by Maserati to develop new models: probably a baby-Spider costing 80.000 € and maybe a baby-Quattroporte. Sadly for Alfa Lovers, no certainties about the opposite: using the next Quattroporte platform for the Alfa 169.

Read the rest of the post for the extracts from the interview.

Q. Reports suggest you have lost confidence in Alfa Romeo. What are Alfa’s problems - and possible solutions?
A. The Alfa issue is complicated and simple at the same time. Alfa is a great, world-renowned brand, but it is selling fewer cars than planned. To address the problem, we recently announced a change of leadership. Karl Heinz Kalbfell will concentrate on Maserati and on the future strategic development of the industrial and commercial alliance between Alfa Romeo and Maserati - the “polo sportivo” (sporting cars division) of Fiat group. Antonio Baravalle, who has done a great job at Lancia, will take over the day-to-day running of Alfa with his great commercial and marketing skills.
Q. For many years, neither the Fiat group nor Fiat Auto CEOs believed Lancia had a strong future. But you have approved three additional new models for Lancia. What has driven you to bet on an almost domestic brand in an increasingly global industry?
A. Lancia is a unique brand, truly Italian, stylish, a bit arrogant. It has a great past - it will be 100 years old next year - and no heavy legacy to deal with. Consequently, it is a perfect base for a new growth period. I agree that in terms of sales, Lancia is currently too Italian, but, step by step, this will change. We aggressively attacked the French market this year and in 2006 we will approach Germany and Spain. In term of investments, it is a sustainable bet because Lancia’s investments are incremental to the new models we are developing for the Fiat brand.
Q. Maserati had been the most over-promised and under-delivered champion within the Fiat group. Every 5 years, the 10,000 units a year target is postponed for another 5 years. The latest target is now 2010. How will Maserati get there?
A. First, by strengthening its current product range. The Maserati Quattroporte is an excellent car, but it needs to be produced, for example, with a true automatic gearbox for the US market. The Quattroporte platform also will be the basis of a new, top of the range coupe. At the same time, Maserati is too small to have its own platforms so it needs synergies with other brands. I think the industrial cooperation with Alfa Romeo on the premium platform is the proper answer.

[da Automotive News Europe, November 14, 2005]

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