When FCA brought Alfa Romeo back to the US market in 2014, it had lofty goals for the brand. But sales never caught on—until recently, that is. Now Alfa is ahead of where it was a year ago, despite the COVID-19 pandemic. Bob Broderdorf, the Director of Operations for Alfa Romeo North America, explains the changes he’s made, and where they’re taking the brand in the future.
John McElroy is an influential thought leader in the automotive industry. He is a journalist, lecturer, commentator and entrepreneur. He created “Autoline Daily,” the first industry webcast of industry news and analysis.