Fiat May Steal The Mazda Miata-Based Roadster From Alfa Romeo

Fiat May Steal The Mazda Miata-Based Roadster From Alfa Romeo


Patrick George
The Next Mazda MX-5 Roadster Will Spawn An Alfa Romeo
How can an independent Mazda survive to zoom-zoom another day? Alliances. Like, say, loaning its robust roadster tech to the Italian brand that once… Read…
Stop the Internet presses! For the past two years, we've heard that the 2015 Mazda Miata's platform will also underpin a new Alfa Romeo roadster. Now we're hearing that Alfa's parent company Fiat might say "You know, we're gonna grab that one for ourselves, but thanks for playing."

Automotive News Europe reports that Fiat, not Alfa Romeo, is now the more likely brand to get the Miata-based sports car. According to them — and this is news to me — Fiat-Chrysler CEO Sergio Marchionne wants no Alfas to be built outside of Italy as long as he's the boss, although he has declined to comment on the long-reported Mazda-Alfa platform teamup. 2P

RELATED

Alfa Romeo's Version Of The 2015 Mazda Miata May Get Abarth Power
Say, if you've ever driven a Fiat 500 Abarth and thought "This engine is a ton of fun, but it would be even better in a small, lightweight, … Read…
The last we heard, the Hiroshima-built cars were to get their own engines, with the Alfa version to get a 1.4-liter MultiAir turbo engine out of the Fiat 500 Abarth. P

Sergio's Italy-only rule doesn't go for Fiats, which are built all over the world. AN Europe's sources say the roadster could wear the Fiat badge so the company can fulfill its contract with Mazda. There's also a possibility it could be badged solely as an Abarth, but that's contrary to earlier news that Abarth won't get its own standalone models.P

The planned 1.4-liter turbo-gasoline roadster probably would be too small and underpowered for supercar brands Ferrari and Maserati. That leaves the Fiat brand and Abarth.

"Abarth really makes sense for a lightweight, small displacement, high-output two-seat roadster, which perfectly fits the brand's DNA," one of the sources said. P
Excited as I am for Alfa's return to the U.S., I think the Miata-based roadster would make sense with an Alfa Romeo or a Fiat badge. Both brands have a history of making great two-seat sports cars. This car would work for either of the two brands. P

There's also a depressing bit of news in that story regarding once great, now lost Italian brand Lancia

The sources didn't say which other brand is the most likely to add the roadster. Fiat's other near-premium brand, Lancia, is not in contention for the car because Marchionne has decided to reduce the 108-year-old marque to a one-model brand, the Ypsilon, that only is sold in Italy. Lancia will be discontinued outside its home market starting this year.P
Make sure you pour one out for our homies Stratos, Delta and Flavia tonight. P

 

I think Fiat could use a new 124 spider more than Alfa needs a new Alfa Spider. Alfa has the 4c which will run about 70K. They don't need another sports car at 30K.

Fiat though could use another car in the line up to show it's sporty and sexy side. I think it's better as a Fiat than Alfa.

But, lets be real here..... small 2 seat convertible sports cars are not big sellers. If they sell 10K per year they should be ecstatic.

 

There is absolutely no continuity in FIAT strategy.
It seems they are hell-bent in killing all the brands in that group, bar Ferrari and Maserati.

FIAT itself has almost become a one-model constructor, using the 500 under many different forms. FIAT has abandoned the family car market, concentrating just on superminis.

Alfa Romeo has been decimated with the end of the Breva. The new model are just FIAT under a different skin. Front wheel drive is what put off Alfa enthusiasts and killed the make. The 4C will not sell in large numbers, I predict. There is not one sporty saloon car in the range.

The once proud Lancia brand has been slaughtered at the altar of restructuration in the group. An innovative constructor like Lancia condemned to put its badge on mediocre Chrysler. What a shame.

FIATs badged as JEEP or the other way round look like mutton dressed as lamb. The latest JEEP models are too effeminate and will lose the brand its faithful customers, I am sure. How does it go down in the States, I don't know...

I cannot see one "reasonably priced" car in that group that could interest me.

It's a shame, I used to buy FIAT before and had one Alfa. Nowadays, when you buy one of FIAT group car, you don't even know if it will be replaced or killed after a few years.

 

Why does it seem there are no more affordable mid-engine cars? Where are the NSX, MR2s, Fiero, .....Only thing I can think of at moment is Lotus. Why compete w/ Miata, Honda S2000s and other roadsters when they could make a retro X19?

 

I agree that there have been much back-and-fourth at Fiat and there is currently a serious lack of models in their line-up. However it is worth nothing that Alfa Romeo do have more models that are currently under development and I believe the latest rumors are that they are going to show the long-awaited successor (which will be named Giulia) to the 159 sometime before summer. The development of this model have been delayed as they a) decided to scrap the partly developed fwd replacement and rather make a new rwd model to go up-market, and b) because Marchionne found the initial designs too bland and wanted something more exciting according to rumors.

There have also been rumors about a large coupe, a small and a large suvs, and a large sedan currently being under development.

Jeep are selling very well.

Jeep® Brand Records New All-time Global Sales Record in 2013 -- AUBURN HILLS, Mich., Jan. 6, 2014 /PRNewswire/ --

 

Fiat should make a move on Mazda before they're absorbed by Toyota. They certainly seem to have parallel corporate ethos. My guess is Alfas 'exclusive to Italy' nonsense is bait to keep the unions onside.

I suppose Marchionne is in the midst of determining whether the Mazda Spider should be priced as an 850 or 1750. I'm all for Mrs. Robinson...

 

Actually the Jeep/ Fiat deal is a pretty darn good one. The haters hate the Cherokee but it's actually selling really well.

Jeeps are also very popular in Europe, particularly Italy. Fiat never really had an SUV.

The new Maserati SUV, which will be their biggest seller ever, is based on a Jeep platform with Maserati (Ferrari) engine. Maserati never had an SUV.

If there is one thing for Fiat to smile about, it's Jeep.


Alfa though has been a total screw up in the US but I think part of it was existing Chrysler contracts and agreements (some of which have been solved now) and the lack of a new product line that they still haven't put into production. The existing front drive cars simply will not sell in the US. They don't even do that well in Europe.

 

No, they have gone back on that and it will be based on the Ghibli platform instead.

We Hear: Maserati Levante Will Not be Jeep-Based - Motor Trend WOT

 

This^^^^!

FIAT has only 500 variants in the US. That must change for them, and a retro-modern take on a 124 would be perfect (As much as I'd love to see a retro-modern X1/9, a fully open convertible would bring more sexy back, in most people's eyes).

Cheers,

George

 

Sergio is bi polar.

Alfa needs a Mazda miata derivative duetto.


If Sergio blows this next launch he should just sell alfa off to vw for the 2 billion offered....

 

Well, if true, that's new. However, for sure they will be sharing stuff. There's no way Maserati is going to tool an all new SUV when they have Jeep stuff sitting around.

 

This is so Italian nobody knows whats going on

 

Fiat marketing exec introduces Alfa marketing exec.
[ame=http://www.youtube.com/watch?v=BNUBMgaLP70]Now that's Italian - YouTube[/ame]

 

Yes, I would say "it's true", the Levante chassis will be based on the Ghibli/QP platform.
My Maserati dealer told me this story one week ago. The reason behind: Mercedes has still rights on the Jeep chassis/platform, at the end this led to a no-go decision for the "Jeep-approach".

 

100% correct. The decision was made a few months ago and communicated to the press...

It seems, as usual, that some people think they can manage an Auto company better than professionals....

Fiat has been struggling for a while because of the crisis in Europe and lack of cash to invest.

Fiat has decided that it should invest in the super mini and small car market including alternative group C car (VW Golf size cars). Due to the lack of cash and market in Europe they decided to postpone investments and only focus on the Panda and 500 family of cars. Now that the market is picking up and they have some cash they are bringing out the new products (Jeep, 500X, etc). We might disagree with their strategy but they have decided Fiat should only sell up to Group C cars.

Alfa has been in trouble for MANY years with bad strategy and bad products. The Brera was a disaster as the 159. Those were GM products and were terrible. Alfa was "killed" more than 15 years ago when they decided to move to fwd and Fiat based cars.
At least now they have a strategy which is to move Alfa up market and products will be coming soon. Investments had been halted in the past 3 years for the same reasons I mentioned above.

Lancia unfortunately has been a "dead man walking" since the mid 80's. It is a brand that has been selling the vast majority of its cars in Italy for the past 20 years and Fiat has decided that Lancia is a brand which doesn't have a brand image strong enough in Europe and the world to develop. Like it or not the Italian market will never make money for Lancia anymore. When you have to pick and choose which brands and products you can invest in because of cash restrictions, you have to make some difficult choices. Remember that Fiat is NOT VW, Toyota, GM, etc... They don't have enormous resources. When is the last time Lancia produced an innovative product? 30 years ago maybe.... And please don't talk to me about the Delta Integrale, that's an amazing model based on a terrible car that didn't sell well at all after the first few years.

Jeep has been selling like hotcakes and has never sold more cars than they do now. Like it or not the Cherokee is a huge success in the USA. IMO the little Jeep Renegade will also sell like hotcakes in Europe and in the USA.

I am not sure what you mean by reasonably priced car, but the Panda has been selling extremely well, the 500 as well, the 500L is a success in Europe. Apart from those it's fair to say they don't have much else reasonably priced but I think that I have explained above the reasons. They have made a clear decision that for lack of cash and declining market they would not invest until now.

Wait and see what happens with the new products they introduce in the next 2 years. If you expect to be able to buy a Fiat or Lancia sedan though, you should not wait and look elsewhere. Mid sized cars made by the Fiat Group in Europe will only be mid-upper market as they have clearly stated as they believe that's where the money is.


Cheers

 

Great post Edmondo, thank you!

Based on the actual product launches, developments and announcements (one can recognize that they have a plan) I'm sure Fiat Chrysler Automobiles is facing a great future.

 

So true! Alfa 4c dealer network? Who knows.

Small roadster to FIAT? Who knows!

Geo

 

Fair comment; I only comment as an observer, and previous FIAT/Alfa buyer.

It's very frustrating when you buy a car and find 2 or 3 years down the line that the manufacturer doesn't intend to replace it and kills the product.

I notice that other carmakers have continuity in their range, and replace and upgrade their models regularly. That's the way brand loyalty works!

In the last 50 years (yes, I am that old), I have seen an one-car brand like Volkswagen develop a whole range of products. From an rear-engine air-cooled smal car, BMW emerged and captured a huge slice of the medium and luxury car sector. The tiny rear-engine NSA transformed itself into the magnificent AUDI brand that offer plenty of different models. These companies have nurtured their clientele, replaced models regularly, etc...and are now dominating the market in Europe.

But what have the Italians done? Gone the other way. They have completely demotivated their buyers by stopping and no replacing their products. Alfa GTV, gone; Alfa Duetto, gone, Alfa Breva, gone, FIAT 124 Spider, gone; FIAT Barchetta, gone, Lancia Fulvia, gone; FIAT 131/132, gone; it's a long litany of failures and it explain why the FIAT group has declined so spectacularly.

 

To be fair there are very few other large car corporations that have been in the middle of a merger with another large corporation, are working at "re-launching" several brands and introducing brands into new markets at the same time. There is a lot that needs to worked out and it's not only Fiat that have problems when I comes to issues like that either. I expect it to go much more smoothly now when they are done merging and therefore now what resources they have available and can they focus all their energy on broadening and strengthening their portfolio.

For what is worth I do think Fiat seems to have understood what needs to be done to get their brands in a better position, like for instance the talks about moving all future Alfa Romeos above the hatch-segment onto rwd platforms. I think they could have a bright future indeed if they follows through on the plans.

 

I agree, but these times certainly are frustrating for those of us who want a 4C or a drop-top FIAT. Here's hoping it all gets ironed out.

Cheers,

Geo

 

This move to not make the Alfa Spider in Japan makes me think Alfa will indeed be a top marque again, with M's help. You can't do this half assed and expect it to work. The Miata Alfa was going to be cheap, but not necessarily top quality.

 

LOL most of the guys posting on this thread could do a better job, these companies are no different than any other company…….. they should have a well organized game plan.

 

Also a fair and imo true comment, unfortunately.

Now let's look into the future.
Following a few indications why they will have success.

Trough the Chrysler acquisition Fiat is no longer depending exclusively from the European market, Fiat wasn't able to use the advantage of globalization.

In the past the product mix within the different brands was a disaster, consistency was always a foreign term for them. Also the positioning of the different brands across the group was never keen enough, never enough differentiated. The only brand who has mastered its product mix at highest level was (and is) Ferrari. Today Fiat knows exactly why Ferrari has reached the highest brand value in the world. Now if I have a look at the Maserati product roadmap I clearly recognize the influence (competence in how to dominate market segments) of Ferrari. I venture to say that concerning a group wide harmonized and competitive product mix the "correct signs" are to be recognized.

I also see efforts to acquire technology leadership in important future topics: the new turbo engines of Maserati are world class (with engines for small cars Fiat has always been a market leader). With the 4C they acquired important know-how regarding carbon chassis production processes for larger quantities and for entry/mid price segment cars. I guess only BMW with its i-line is currently ahead.

 

I can't think of any other car companies that have had so many major task at once really.

Of course there is a lot that could have been handled better, I'm not going to disagree with you there, but don't think it is quite as hopeless and Fiat are quite as much to blame as some may want/think them to be.

Alfa Romeo is also lucky enough to debut its new models in the same time frame as brands like BMW seems bent on going more downmarket, less driver focused and even dropping rwd on some models. I would guess that this will have a negative effect on the perception of the BMW brand as the go-to for sporty cars in the segment and as the producer of the "ultimate driving machine". I think this can works in Alfa Romeos advantage assuming they manages to get their future models right, basically taking over the customers that used to go to BMW.

 

Totally fair comment.

I hope and think the future is bright for the FCA group