The Resurrection of Alfa Romeo – A Second Chance in the U.S. Market

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After leaving the U.S. market in 1995 as a result of poor sales figures and questionable vehicle quality, Alfa Romeo has officially returned to the states. Yes, officially speaking the return came two years ago, but in regards to actual presence, the return has only just begun.

The Alpha Romeo 4C coupe has seen decent sales since it's U.S. debut.

The Alpha Romeo 4C coupe has seen decent sales since it’s U.S. debut.

With the already released 4C and the newly announced Giulia Quadrifoglio performance sedan, Alfa Romeo’s sales numbers will surely be noticed by competitive manufacturers and interested consumers. Although the only two vehicles currently in production have set their sight on taking down iconic sports cars like the BMW M3, Audi S4, Mercedes-Benz C63 AMG and Lotus Elise, the brand plans to debut eight more economical vehicles by 2018, including two utility vehicles, two compact sedans and a full-size sedan. With the coming expansion set to reach outside of the sports car market, Alpha Romeo will likely see further success as it delves into a much deeper pool of consumers.

The all-new Giulia Quadrifoglio, set to go on sale in the U.S. in early 2016.

The all-new Giulia Quadrifoglio, set to go on sale in the U.S. in early 2016.

As far as performance goes, the Giulia seems to have given rival manufacturers a serious run for their money. The car managed to not only beat the BMW M4 around the Nurburgring (by 13 seconds at that), but also more heavyweight competitors like the previous generation Porsche 911 Turbo and even the Lamborghini Murcielago LP640. Although the lighter, more nimble 4C may carry a hefty price tag (just under $54,000), the car has seen reasonable success since it’s U.S. debut and the design is nothing short of jaw-dropping.

Critics of the brand are often quick to point out that returning to the country with two performance cars as their only offering might not have been the smartest move, but with a more practical lineup in the works, all backed by their sleek Italian image, I have no doubt that Alfa Romeo will be quite successful in their second shot at the U.S. automotive market.

A rear view of the 2015 4C coupe.

A rear view of the 2015 4C coupe.

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