As the brand prepares for US launch of the Alfa Tonale and upcoming EVs, its top US executive thinks a lot about quality.
None of Alfa Romeo’s recent US offerings have been runaway hits for the legacy Italian brand, and that might be because some were too affordable, so they were regarded as mainstream products, said Larry Dominique, the senior vice president and head of Alfa Romeo and Fiat North America.
“Alfa is a premium brand. It’s just that it was a premium brand that didn’t necessarily act like a premium brand. Now we’re acting like a premium brand.”For Dominique, that means stepping up the customer experience for those willing to spend at least $44,000 for an Alfa Romeo in the US. For the past three years, Alfa Romeo has scored poorly in JD Power’s Customer Service Index, which measures satisfaction with maintenance or repair work at franchised dealer or aftermarket service facilities.
Dominique is counting on improvement this year. “CSI comes out in a few weeks. Hold your hat. Let’s see how Alfa does in CSI,” Dominique said. “In my opinion, we’re going to be—if not the most improved—one of the most improved brands in the industry.”He said the Alfa Romeo team has “completely changed our mindset in the way we treat and think about our dealers.
There are two other JD Power studies that Dominique didn’t mention in his meeting with journalists: the Initial Quality Study and the US Automotive Performance, Execution and Layout Study .
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