What if Dodge rebadged the Alfa Romeo Giulia for North America?


This story contains independent artwork of an imaginary Dodge-branded Alfa Romeo Giulia created by Thanos Pappas for CarScoops that is not related to or endorsed by Dodge or Alfa Romeo.

The fact that the next Dodge Hornet will be a rebadged version of the Alfa Romeo Tonale made us wonder what would happen if the two Stellantis brands went further in terms of badging engineering. So, we envisioned the Dodge version of the Alfa Romeo Giulia as an imaginary Italian-American marriage that never happened.

Platform sharing is so common in our world that automakers don’t even try to hide it. Yet most car groups and alliances have moved away from badge engineering, offering unique body panels for sister models to conform to each marque’s design language. These range from the entire body to as little as the front fascia. Since the Dodge Hornet is closer to the second scenario, we decided to keep the changes minimal for the sedan.

Also Read: Will Dodge’s Decision to Rebadge the Tonale Hurt Alfa Romeo’s Image in America?

As you can see from the renders, we kept most of the Giulia’s body panels and its lighting units intact. Naturally, the changes focus on the front end, with a redesigned bumper and hood inspired by the Dodge Charger SRT Hellcat Redeye. The new grille connects the Giulia’s elongated headlights, effectively replacing Alfa Romeo’s iconic scudetto. The wide air intakes of the bumper and the pronounced splitter make up a rather aggressive look, enhanced by a set of black stripes and the domed bonnet with an integrated scoop.

The rest of the sculpted bodywork remains stock, but a new set of black-painted SRT wheels and a refreshed color scheme might inject some American flavor into the Italian sedan. After all, Dodge is known for having a very talented color and trim department that kept buyers interested in aging Chargers and Challengers. This would extend inside the cabin with SRT-branded sport seats and new upholstery options.

What would you call it?

If Stellantis really wanted to put Dodge emblems in an Alfa Romeo, surely they would need a new name. The Giulia is 4,639 mm (182.6 in) long, which would put it a segment below the 5,084 mm (200.2 in) long Dodge Charger, and shorter than the discontinued Dodge Avenger by 4 849 mm (190.9 in). That means it could bring any Dodge or Plymouth nameplate back from the dead, following its predecessor’s rebadging strategy. A few options we liked were the Plymouth Fury and Turismo names.

Whatever its name, the powertrain choices suitable for the Dodge sports sedan would come from the sporty Veloce and Quadrifoglio versions of sister Giulia. The former is equipped with a 2.0-liter turbocharged four-cylinder developing 276 hp (206 kW / 280 hp), while the latter receives a 2.9-liter twin-turbo V6 developing 503 hp (375 kW / 510 hp). To avoid internal competition, Dodge might opt ​​for the less powerful engine that produces fewer ponies than the base V6-powered Charger. Still, the exceptional driving dynamics offered by Alfa Romeo’s Giorgio platform would make the new Dodge sedan a delight to drive.

Read also : Dodge teases electric muscle car concept, looks like a ’68 Charger

And now we give free rein to our imagination, we must tackle the real problems. The Alfa Romeo Giulia was unsuccessful in terms of sales in the US market and while a Dodge twin might give it a sales boost, it would never prove to be a best seller. Sedans are a dying breed and Dodge buyers would likely find it hard to get past the stereotype about Italian cars and their reliability.

The other elephant in the room is the age of the model. The Giulia was launched in 2015, so it doesn’t really make sense for Dodge to present a seven-year-old sedan with makeup. Still, we have to admit that our imagined Dodge Fury/Turismo would feel quite youthful compared to the seventh-generation Charger that dates back to 2010, and the third-generation Challenger that was introduced in 2008.

In conclusion, we are quite aware that our renders will remain fictional, and that’s probably a good thing. Stellantis recently detailed four modular electric vehicle architectures that will be widely used across its portfolio of brands, including Alfa Romeo and Dodge. Hopefully, however, future models will have their own character, with a unique design. After all, that’s one of the main points of Stellantis CEO Carlos Tavares, who recently said he was confident there will be enough differentiation in future EVs despite using shared underpinnings.