Fiat CEO Sergio Marchionne had revealed that the collaboration between the two companies weren't just limited to platform and engine sharing only, it seems that BMW will be able to utilize their highly successful MINI showrooms to sell Alfa Romeos as well.
MINI's successful entry into the North American market was one that's much talked about, for the first time in USA, driving a small car was seen as being cool and trendy, and it also demands premium pricing, in fact the MINI is the world's first premium small car, attracting other brands to quickly roll out their iterations of what will be their MINI, from Audi's A1, Fiat's Cinquecento, Alfa Romeo's MiTo and Volkswagen's Up!; plenty manufacturers are rushing to the scene.
We're not really sure how this move would benefit BMW, thou it surely would for Alfa Romeo, given that Alfa Romeo could also sell it's heritage, history, the nostalgic factor and blend together in a modern twist; and adverts could quote Henry Ford's famouse gesture of taking down his hat to salute everytime an Alfa Romeo passes by, and how Enzo Ferrari used to work for Alfa Romeo and so on. We're very sure Alfa's rich stories would give them an edge in repeating a success story started by MINI in North America, we'd just hope their products would back them up.
Hmm... what if people starts buying MiTo more than MINI? Would that irritate BMW? We would surely get the Alfa MiTo over a MINI anytime, anyday, anyhow.
