Fiat Chrysler Automobiles made an emphatic statement about the future of its Alfa Romeo brand with its second-quarter TV commercial during the Super Bowl. The iconic Alfa Romeo logo takes shape, with a stylized green serpent, a dragon-like figure, joining a red cross. Also, as the Fox Sports game-calling duo of Joe Buck and Troy Aikman finished out the first half of the Super Bowl, they invited viewers to join the "Alfa Romeo Halftime Report." In fact, in June, 2015, in a ceremony starring the world-renowned Italian tenor Andrea Bocellli, Marchionne introduced the first new Alfa Romeo brand in six years. A cornerstone of his plan to beef up Fiat Chrysler was to expand Alfa Romeo sales to 400,000 vehicles in 2018.

Source: Forbes February 06, 2017 00:45 UTC