What will become of the Alfa Romeo brand?

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The very rational Carlos Tavares repeated it again this week during the presentation of the results of the PSA group (Peugeot, Citroën, DS, Opel) for the first half. Profitability is the metric on which an automaker should stay focused. Another boss of the sector shared his analysis: Sergio Marchionne, who died two years ago. Conductor of the daring merger between Fiat and the American Chrysler, he has also always advocated economic performance. However, he failed to straighten out one of his group’s most iconic brands: Alfa Romeo.

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In a few weeks, after validation of the merger between PSA and Fiat Chrysler Automobiles by the European competition authority, Carlos Tavares will in turn be faced with the embarrassing problem: how to save Alfa Romeo? A puzzle for this engineer who dreamed of being a pilot and experienced his first emotions at the wheel of a… Alfa Romeo when young. In the portfolio of FCA (Fiat, Jeep, Chrysler, Maserati), Alfa Romeo occupies a special place.

In its 110 years of existence, the brand has been both Hollywood star and racetrack champion. It seduced by the exceptional design of its bodies, imposed itself by the power of its engines. Between the popular Fiat and the billionaire Ferrari (its stock market valuation reaches 33 billion dollars), Alfa Romeo has written some of the most beautiful …

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