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No Budget Alfas Says Brand Boss

Alfa Romeo will launch eight new models in North America by 2018 but don’t look for any bargains.

Currently luxury brands are in a race to the bottom, dramatically boosting sales with more affordable products, ranging from the Mercedes CLA to the Audi A3, both of which start at under $30,000.

“How much can a brand be stretched before the exclusivity and the image associated with that brand becomes compromised,” asked Alfa Romeo brand boss Reid Bigland rhetorically in a sit down interview with

Describing the gap between a CLA and an S-Class as “awkward,” Bigland confirmed that Alfa’s future plans don’t include entering into this hot new segment.

When we asked Bigland if we’ll be able to buy a $29,000 Alfa he quickly responded, “Unfortunately not,” before pausing and adding, “I don’t want to say never.”

“You might be able to get a used 4C in about 14 years with 100,000 miles on it [for $29,000],” he joked.

Bigland commented that Alfa is in a unique position in the larger Fiat Chrysler Automobile company, flanked by exotic brands like Maserati and Ferrari on the high end and mainstream brands like Fiat and Dodge below. As a result he feels Alfa will be able to maintain an identity and be more “pure.”

“We can be very consistent,” he said, with a focus on “state-of-the-art technology, incredible performance and of course that gorgeous Italian design and style.”

Instead of budget Alfas the brand’s re-launch in North American will also mark a new lineup of global products. Later this year Alfa Romeo will launch a BMW 3 Series competitor, followed by a mid-size crossover in 2016. By 2018 Alfa Romeo aims to launch 8 all-new products.

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