We’re filing this one in the “unconfirmed rumor” bin, but it’s strange enough that it just may be true. Ward’s Auto is reporting that German automaker Audi is close to reaching a deal with Fiat to acquire the assets of the Alfa Romeo brand, as well as Fiat’s Pomigliano assembly plant.
While Pomigliano currently assembles the Fiat Panda, it was constructed in the 1960s as an Alfa Romeo assembly plant, meaning the facility would be going full-circle. Word is that Audi may also be looking to acquire the Magneti Marelli auto parts brand, which is an easy way for Fiat to raise much-needed cash. It would certainly be odd, however, if Audi controlled the supply of spare parts and accessories for the Fiat brand.
A spokesman for Audi, Juergen De Graeve, said only, “There is no substance in the news,” which is essentially the same thing the brand said about rumors it would acquire motorcycle manufacturer Ducati, right before the deal was inked. For its part, Alfa Romeo is only saying, “we do not comment on speculative rumors.”
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Alfa Romeo is currently a brand in turmoil, and it’s not adding much to Fiat’s coffers. Given Fiat’s struggles in the European market, a sale of Alfa Romeo to the Volkswagen Group would help its bottom line, while likely assuring a solid future for the Alfa Romeo brand, which needs more products and better distribution to survive.
We’re not buying into this just yet (after all, Monday IS April Fool’s Day), but we’d be the first to admit that it’s possible. Given the potential benefits for all parties involved, we hope the rumors turn out to be true.
Kurt Ernst has been passionate about automobiles and driving nearly his entire life. His early years were shaped working in the family service station, though his real passion was auto racing. After graduating from the University of Colorado, Kurt spent a year club racing with the Sports Car Club of America, before focusing on a business career in marketing and project management. Later, his passion for writing and the automotive hobby found him freelancing for a variety of automotive news sites, including Automotive Addicts and Motor Authority, where his work was syndicated and appeared in several national publications. Recognized as an expert in the automotive field, Kurt joined Hemmings Motor News as an Associate Editor in 2013, and in the years since has progressed to Editor, Hemmings Daily; Managing Editor for Hemmings Motor News, Hemmings Classic Car, Hemmings Muscle Machines, and the Hemmings Daily; and now, Managing Editor, Hemmings Auctions. Kurt was instrumental in organizing the Hemmings Motor News Concours d’Elegance from 2013-2019, and has served as a judge at this event and The Vintage Racing Stable Concours d’Elegance. A Skip Barber Racing School graduate and prolific writer, Ernst is also skilled in copyediting, project management, brand development, and public relations.
