As Fiat prepares to unveil a new Alfa Romeo model, analysts say the Italian automaker’s best shot at making the sputtering sports-car brand profitable is to drop its premium status and position it closer to the masses.
Fiat has made no secret of its frustration with a brand best known for cars made 40 years ago, before Fiat acquired the brand in 1986. Fiat doesn’t break out the earnings of its brands but analysts estimate Alfa Romeo has been losing money for years.
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(Source: The Wall Street Journal Online)