Here’s something for the diehards. Alfa Romeo and Jeep, two niche brands with a small but passionate following, will be coming back to Malaysia in an official capacity. This was revealed to paultan.org by Stellantis ASEAN MD Isaac Yeo in a recent interview, but it won’t be in the form that you might be thinking of.
Previously under the Fiat Chrysler Automobiles umbrella, Alfa Romeo and Jeep are now brands of the Stellantis Group (which is the result of a merger between FCA and Groupe PSA), but Yeo said that their impending return to our market will not be directly under Stellantis Malaysia, which will now put its full focus on Leapmotor, scaling back on Peugeot in the process.
Instead, Alfa Romeo and Jeep will be handled by separate entities in what Yeo calls a ‘hybrid model system’ operating a ’boutique style’ business, which will suit the low volume of the brands.
“We are bringing in Jeep and Alfa under a hybrid model system. I believe these two brands, in the next two years, has its customer base, but I want to keep this next two years to a boutique style business. I’m not going after the mass market,” Yeo said.
However, this arrangement might only be for the short term, and there’s a chance that Stellantis might assume full control after two years. “Reason is also because the next generation of my products are evolving – in two years time I’ll have a very huge range. These are iconic old brands, so there’s a lot of interest but also a lot of skepticism, so I want to keep it small and manageable rather than go full NSC (national sales company) mode,” Yeo explained.
The group’s ASEAN chief used the word ‘relevant’ many times in our hour-long interview and one gets the sense that for Stellantis Malaysia, the main goal now is to stay in the game, with hopes resting on the shoulders of their new Chinese striker, supported by two niche wingers.
“I have a lot of brands to play with, but I need to be ready with every brand. For us now, Leapmotor is the focus, and boutique style for Jeep and Alfa Romeo. That will keep me relevant. I don’t need to be up there, just to be relevant, but I will make a comeback,” Yeo declared.
So, what can we expect from the returning brands? In Alfa Romeo’s corner we have the Giulia sedan and Stelvio SUV, as well as the newer and smaller Tonale SUV (think BMW X1). More recently, Alfa unveiled the Junior, an even smaller SUV (think Volvo EX30) that’s also available in full EV form.
As for Jeep, the American 4×4 brand has mainstays like the Wrangler along with daily-friendly SUVs like the compact Compass (think Peugeot 3008) and the just-unveiled sixth-generation Cherokee, which debuts with a 1.6T hybrid powertrain (American Honda CR-V alternative?). At the top of the Jeep range is the Wagoneer S, the brand’s first global EV.
Italian curves and American muscle – which of these Alfa Romeo and Jeep models would you like to see in Malaysia? As full CBU brands, none of the offerings will match the pricing of the Japanese and premium German brands – which have CKD operations – but those looking for something different will soon have a showroom to go to and official after-sales support.
Something to note on Jeep – while Malaysian exports to the US will face a 19% tariff (effective August 7, down from the previously threatened 25%), the Madani government has not officially announced its rate for US imports. Currently, import duties for cars from the US is 30%, so if this is reduced to match or undercut the 19% set by the US, “it will help me with Jeep,” Yeo says. Note that import duty is the smaller of the two duties that CBU cars face – excise duty is the bigger stick, so to speak.
By the way, Sime Darby was the distributor of Alfa Romeo until 2013. The group held the rights since 2005, but it was not until 2009 when Sime Darby Auto Italia launched the quartet of beauties that were the 159, GT, Brera and Spider. Meanwhile, Jeep was handled by DRB-Hicom between 2014 to 2017. They kicked off with four models and a big HQ in Glenmarie. Those of a certain vintage might remember City Motors for Alfa and MBF for Jeep.
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for the diehard fan only
So called diehards wont buy new la..they buy used and 2nd hand after depreciation has fxxxed the value ody…
They must be very truly DIEHARD fans to buy these brands second hands,,,,
honestly i dont see the point of coming back in as its inevitably high pricing already wont be accepted by market . furthermore alfa , peugeot , citroen brands have a reputation being unreliable
These are precisely the reasons why it’s for die hards which Malaysia has quite a few of. It’s not something You and I would be interested in but that’s not a reason not for it to come back.
The only Jeep I can see hope for is the Gladiator, all because Malaysia has no excise duty for pickup trucks vs other SUVs.
Great… waiting for Jeep Avenger or Alfa Romeo Junior Ibrida
Why not Gladiator? Thailand also sell it at premium. Ford Ranger Raptor got competition both in USA and Thailand.
Sime Darby tried to bring back Alfa Romeo and failed. The brand is loved by young enthusiasts who cannot afford the high price. Those who can afford it are middle age men who aren’t interested in youthful, high maintenance cars. Essentially the target market can’t afford it. Nothing has changed so history is set to repeat.
Yeah, right to the point
Would be cool if they also support Greg import units because why not? Still can make money from this group of customers too.
I guess this would be the 3rd attempt to reintroduce into the market. Again after sometime it’s going to vanish from the market due to high price, low sales and unreliable product and after sales service. Cannot compete with China products
Alfa Romeo is doing 500 unit sales annually in Australia.
If BYD does 20,000 unit sales in H1 in Australia and 5,000 in Malaysia…
rough estimate 100 units annually for Alfa Romeo in Malaysia.
That’s about on par with Jaguar/Land Rover who was near the bottom of paultan’s 23 vs 24 sales by brand tabulation
Lets not forget Milan Auto, importer and distributor for Alfa Romeo in the 1980s and 90s in both Malaysia and Singapore. During which, the 33, 75, 155, 145, 146, 164 and GTV/Spider were introduced. And also Maserati cars too – Ghibli, Biturbo and Quattroporte.
Yeah, right to the point