TURIN -- Analysts are skeptical that Fiat Chrysler Automobiles CEO Sergio Marchionne can achieve his ambitious sales goals for Alfa Romeo.
"Despite our love of Alfa's past, we're unconvinced by its future," said Max Warburton, an analyst at Sanford C. Bernstein.
"While it has history, turning it into a credible premium player will be like launching a new company. It took Audi 20 years or more," Warburton added.
In his view, Alfa's product revival will swallow a significant sum of capital and has no chance of posting profits in its first product cycle.
The Giulia is the first model in FCA's 5 billion euro ($5.6 billion) plan for Alfa. Confirmed by sources so far are three models: the Giulia, a large SUV in late 2016 and a flagship sedan in 2017.