Alfa Romeo has become a significant financial challenge for Fiat Chrysler Automobiles (FCA). CEO Sergio Marchionne has poured $2.7 billion into reviving the Alfa Romeo brand, with an additional $2.68 billion planned for the future. To mitigate this hefty expense, FCA is set to leverage the Giorgio platform, currently utilized for the Giulia, across most of its upcoming models.
Utilizing the Giorgio Platform to Offset Brand Relaunch Costs
Last year, FCA faced financial losses from the Alfa Romeo relaunch, and Marchionne anticipates similar outcomes this year. It’s no surprise that the company is determined to maximize the potential of the brand. The Giorgio platform will be advantageous, as it will also be employed by Maserati, Dodge, Jeep, and Chrysler.
The Giorgio platform, designed for widespread use across FCA’s vehicle lineup, will be integrated into several models, including the Jeep Grand Cherokee, Dodge Challenger, Charger, and Durango, as well as the Maserati Quattroporte, Ghibli, GranTurismo, Alfieri, and Chrysler 300C. Clearly, FCA plans to extract significant value from this investment.
While the Giorgio platform will be adapted for the various brands mentioned, it will undergo modifications tailored specifically for Maserati’s needs.
Additionally, Alfa Romeo is set to launch its Stelvio SUV in the second quarter of this year. FCA aims to have five Alfa Romeo models available, with projected annual sales reaching 400,000 units by 2020.
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