Alfa 4C, Act II
|Douglas A. Bolduc is Managing Editor at Automotive News Europe.|
Getting a close look at the Alfa Romeo 4C when it debuts at the Geneva auto show March 5 will be a challenge if there is a repeat of what happened two years ago at the same show.
When Alfa unveiled the concept version of the small sports car at Geneva in 2011 it seemed like every person in Switzerland was crowded on and around the Fiat subsidiary's tiny stand.
The guy standing closest to the concept was also the person with the widest smile in the building: Fiat-Chrysler CEO Sergio Marchionne.
The outpouring of attention for the car that day was something to behold. It also gives an understanding why Marchionne has unwavering faith in Alfa, despite its falling sales and years of financial losses.
He keeps investing billions of euros in Alfa because he saw those faces and knows that the brand has huge potential to tap. How much potential? Marchionne wants Alfa to triple sales to more than 300,000 by 2016.
You can reach Douglas A. Bolduc at firstname.lastname@example.org.