Fiat of Edmond will become one of the first dealers in the United States to begin selling Alfa Romeos in nearly 20 years.
The Italian luxury cars have been available only in Europe since the mid-1990s. Alfa Romeo, founded in Milan in 1910, announced it would halt production for the U.S. market in 1995 after heavy losses.
The brand’s owner, Fiat Chrysler Group, announced this week that a distribution network of 86 dealerships has been set up for North America, with Fiat of Edmond, 14113 Broadway Extension, as the only Oklahoma dealership.
A new customer base
Fiat of Edmond expects to get its first Alfa Romeo 4C’s in the showroom later this year. The cars are expected to be priced in the $60,000 range, depending on the options, said Fiat of Edmond employee Mehran Tahouni.
“We definitely think we have a market for that kind of customer, and we are hoping we can cater to that clientele,” Tahouni said.
Fiat of Edmond expects to sell about 50 of the 4C’s in its first year, said John Hunt, general counsel for M & N Dealerships 7, which owns Fiat of Edmond.
“Of course, they anticipate the cars will be well received, and the demand will increase production as the years follow,” Hunt said.
With only about 2,500 of the Alfa Romeo 4C’s in production this year, Hunt expects to lure luxury car buyers from across Oklahoma and beyond to Fiat of Edmond.
“I think there will be a good demand for it with the limited release, we should be able to draw from a wider market,” he said.