10 years. This is the time that Carlos Tavares has given to the brands of the group Stellantis to demonstrate that they are able to bring added value to the group. The number one of the new reality born from the merger between FCA and PSA has clear ideas on how to enhance the many brands in the portfolio, including Alfa Romeo which in recent weeks has been the protagonist of a series of innovations that have strengthened the management and laid the foundations for a relaunch that will also include the synergies that will develop with Lancia and DS.
“We are giving everyone a chance, giving each a 10-year window and providing funding for 10 years to implement a basic model strategy”, Tavares said in his speech at the Financial Times Future of the Car Summit “CEOs need to be clear about the brand promise, customers, goals and brand communications. If they succeed, great. Each brand has the ability to do something different and attract customers. ” As soon as it was announced the merger plan, everyone wondered about how such a large trend of brands would be managed, all with their own peculiarities but also with different characteristics in common. In recent months Stellantis has tried to dispel any doubts about the possibility that some of the brands of the group could be canceled but in the world of the car everything is possible and so, waiting to know the industrial plan, we still wonder what the long-term destiny of those car manufacturers that over the years have shone less than the others.
Given the market trend of Alfa Romeo, the Biscione soon ended up under the magnifying glass, despite the assurances of Tavares. However, the number one of Stellantis once again spent words of appreciation for the car manufacturer from Arese, underlining the great potential of the brand: “In the past, many other car manufacturers were willing to buy Alfa. In the eyes of those buyers, it has great value and they are right. ” Tavares then acknowledged that Alfa Romeo must necessarily address a number of issues: “We need to improve the way we talk to potential customers. There is a disconnect with the products, the story and who we are talking to. We need to sort out the distribution and figure out who we’re talking to and what brand promise we’re talking to them about. It will take some time to get it right. Alfa Romeo will move into the world of electrification, but it will do so dynamically. Learned is of Italian descent and will lead the brand with passion and vision for what needs to be done “.
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