Fiat Counts on Chrysler for Help with U.S. Alfa Launch

For the past three years, Sergio Marchionne has used the assets and resources of Italy’s Fiat SpA to turnaround Chrysler Group LLC.

Now, he’s doing the reverse—employing Chrysler engineers, plants and dealers to help Fiat become a true global auto maker and break into the markets driving the future growth and profits in the auto industry.

Key to his ambitious plan is the relaunch of Fiat’s sporty Alfa Romeo brand in the U.S. in 2014, starting with a new two-seater sportster and followed by an upscale sedan, called the Giulia, according to Fiat dealers who were briefed on the strategy at a private meeting earlier this month in Las Vegas.