I thought that the Fiat CEO Sergio Marchionne appeared to be setting the company on the right track a few years back but his infatuation with Chrysler and concentrating on trying to achieve huge production volumes has done his Italian brands no favours at all. The product range from Fiat is very narrow and poor now and is not ageing well (500 excepted). The Punto Evo restyle was a disaster. The Bravo was a fairly good looking car at launch but not competitive enough in terms of drivetrain or quality with the Golf etc. It has only continued to lose ground to ever better, newer offerings in this class. The about to be launched new Panda is hardly ground breaking and there are no stylish sports cars to create a halo for the brand. Abarth added a bit of glitz but already that has started to fizzle out in a fashion conscious and fickle market as there are no new models, just poor facelifts of the Punto. And now they are committing the cardinal sin of once again launching Abarth styling only packages onto the Fiat badged mainstream 500. That will sink the value of the Abarth brand for sure. Paulo Cantarella did far better in his day by spinning the Coupe and Barchetta off mainstream floorpans and injecting a bit of style and emotion into Fiat showrooms. For a company that has led the way with so many things - platform sharing to spin many varied models off one floorpan (Tipo), common rail injection etc - they are now sadly well behind the rest of the field.
The freeze on product development spending to fund the Chrysler take over isn't going to bode well for the mid term future either as there isn't a pipeline of competitive models awaiting launch. The rebranding of the Lancia Delta (now 3 years old itself) to be sold as a Chrysler in the UK is a bad/desperate move IMHO. Chrysler hardly has a top image here. The "new" rebadged Dodge Fiat Freemont looks awful. Whatever happened to Italian style?? Sad times. They've destroyed Lancia with the new Thema being nothing more than a rebadged Chrysler 300C and not invested enough in Alfa either. The 164 was a sales sucess in it's day for Alfa but they then handicaped it's successor by freezing it's design then delaying it's launch for 3 years whilst they brought the 156 to market. When the 166 did finally appear it was unsurprisingly outdated by the competion and 164 owners had moved elsewhere. Staggeringly Fiat have tightened the purse strings once again for the replacement flagship model and haven't learnt a thing from the 166 debacle. If the 169 ever gets to market very few target buyers will even remember Alfa as competing in the 5 series market place. Sales conquests in this section of the market are extremely tough and the Fiat group lags way, way behind the likes of Audi, BMW and M Benz on the level of technology required to sway buyers nowadays. The usual stalwart of chic Italian design has also been sadly lacking since they either stopped working with the external design houses completely on new models or fudged their great designs to fit them onto totally unsuitable platforms - step forward the Brera and Spyder.
It's sadly like watching the whole British Leyland saga being repeated by the Italians and they should strongly take heed of what happened to the once great companies who became part of that ill fated umbrella group. The best thing Marchionne could do is sell Alfa to the VW group who would give it the investment and technology it needs to find it's way again.
Even if the 4C reaches showrooms in a vaguely similar guise to the promises Alfa have made they don't exactly have a flood of new product following behind it to take advantage of any glitz it brings to the brand. The new Giulia has been reportedly delayed due to Marchionne rejecting it's styling at the 11th hour. That speaks volumes about the lack of confidence within the company over the brand.