DETROIT -- As they prepare to reintroduce Alfa Romeo to the U.S., Fiat Chrysler marketers are exploring the notion that shoppers are tired of look-alike German luxury cars.
Olivier Francois, FCA US' chief marketing officer, says that American and European consumers have "started to get a little bit tired" of the sameness of German luxury cars and the "copying" of their attributes by Japanese and American luxury brands.
"It's a little early to think about, but we've started our marketing reflection around Alfa," said Francois in an interview with Automotive News last week.
He said people say about German cars "'Yeah, sure, the best cars, nice-looking, great' -- but they're kind of tired. They want something new."
FCA executives have revealed few details about their plans for Alfa, which left the U.S. market 20 years ago. They have said the vehicles will be fully competitive with German luxury vehicles and will feature the brand's Italian styling and performance.