How many dealers are actually left in the UK? Less than 100 perhaps. The general car buying people will always go to where they see dealers and usually that means where VW/AUDI/FORD/VAUXHALL/RENAULT/BMW have dealers. Can't be many towns where Alfa also has a dealer near the usual crowd.
This also means that the dealers don't have to discount as unless the buyers are willing to travel miles to the next one, they have a captive audience.
On the subject of the relative cost of cars against the competition. Of course Marcionne(or whatever its spelt) is going to love the MITO and GUILLIETTA as they are on Platforms that FIAT can also use and therefore bring the cost per unit down. The 159 was virtually bespoke in this respect, using the new engines will increase the profit available in car but probably not enough to save it.
Someone mentioned earlier the lack of company fleet buyers using ALFA and this is down to the 156 and the costs involved in maintaining them. The company I work for had Alfa's on the list and the reason they were taken off was the cost of maintaining them. Company drivers that use a car rather than choose a car never bothered checking levels as regularly as the engines needed causing large bills and the removal of the marque from the list.
With the lower cost of the newer ranges will hopefully allow Fiat to invest in newer models, if they are based on the Chrysler underpinnings, so what, as long as it's not just badge engineering (Seat EXEO/A4 anyone) then hopefully more cars on the road and dealers, yes bacjk to them, having money to invest in stand alone premises and ARUK to invest in decent customer care all round.