This week marked the introduction of the all-new 2023 Dodge Hornet crossover, which surprisingly stands as the Dodge brand’s first offering in ten years. However, a confidential source within the parent company Stellantis has indicated that not everyone at the company is pleased—specifically Alfa Romeo.
Any observer can easily note the striking resemblance between the Dodge Hornet and the Alfa Romeo Tonale, with only minimal modifications. As per an undisclosed source within Stellantis who conversed with The Drive under anonymity, the Tonale initially originated as a predominantly Alfa Romeo endeavor; nevertheless, internal maneuvering and Dodge’s aim to enhance its low average fuel efficiency figures led to the transformation of the Alfa Romeo Tonale into the Dodge Hornet. This move has left the Alfa Romeo faction discontent.
“Dodge exploited the [Tonale] to fabricate a conformity vehicle—analogous to their Aston Martin Cygnet moment. It can be stated that internal politics triumphed, prompting Dodge’s necessity to boost their CAFE numbers, giving rise to the Hornet,” as outlined by the informant.
Dodge
Alfa Romeo
Both crossovers seem to share numerous identical body components, such as doors, fenders, and the fundamental unibody framework; essentially, components that are likely too costly to modify. Many individuals have pointed out the resemblances between the two vehicles, expressing their views on Stellantis’ platforms and social media. The source expressed frustration at having to defend the apparent similarities between the two cars.
To exacerbate the situation, the informant mentioned that there was insufficient funding to substantially alter more sheet metal on the Dodge Hornet to differentiate it visibly from the Tonale. The source highlighted, “Profit margins are slim in the C-segment, especially for non-luxury brands, making the OEM quite restricted in introducing entirely new sheet metal due to significant tooling investments.”
In fairness, Alfa Romeo’s much-anticipated reentry into the North American market in 2016 after a two-decade absence has not been as successful as hoped. The company poured billions into developing the Giulia sedan and Stelvio crossover; however, neither model has achieved exceptional sales figures, irrespective of the market they serve. Nevertheless, compact, semi-luxurious crossovers are in high demand globally. This segment could benefit from more high-performance, enthusiast-focused alternatives, an area where Alfa Romeo excels.
Hence, when the Alfa Romeo Tonale was revealed, numerous Alfa Romeo aficionados and media outlets lauded it as the “most critical recent release from Alfa.” The Tonale, in theory, possesses all the essential elements to challenge for the summit of sales charts, promising a dynamic driving experience and appealing aesthetics. Positioned in the upscale realm, the Tonale competes against crossover counterparts like the Lexus UX, Mercedes Benz GLA, or BMW X1, potentially attaining the level of sales success and strategic relevance akin to the Macan for Porsche.
Nonetheless, minor updates to the front facade, lighting elements, and a slight interior redesign have redirected the Tonale to serve as a more budget-friendly Dodge, diluting the original upscale vision for Alfa Romeo. With the merger of Fiat Chrysler Automobiles and France’s PSA Group, encompassing a vast array of 16 brands, many of which exhibit substantial product overlap.
Dodge
Alfa Romeo
Nevertheless, a spokesperson representing Dodge affirms that there is significant interest in the Hornet.
“Clientele appear to be exceedingly satisfied with the Dodge Hornet, with over 14,000 orders placed within just 24 hours of its introduction,” shared a Dodge representative in an email communication. “The Dodge Hornet showcases prominent Dodge genetic traits, including identifiable Dodge design elements like a ‘mail slot’ type grille opening and a rear light that spans the width of the vehicle with a centrally lit Dodge Rhombi logo, along with distinctive performance attributes like the on-demand PowerShot for Hornet R/T, delivering an extra 25 horsepower boost.”
The spokesperson also mentioned that the pricing of the Hornet is expected to be $10,000 lower than its Alfa Romeo counterpart. “The starting price for the Hornet GT is $29,995, while the Hornet R/T commences at $39,995, and the vehicle will be targeted towards enthusiasts looking for a performance-oriented vehicle that embodies the driving feel, appearance, and sound characteristic of Dodge,” the spokesperson stated.
Test drives for both the Alfa Romeo Tonale and Dodge Hornet are yet to take place, so only time will reveal if Stellantis has managed to differentiate the two cars in terms of driving experience. Dodge seems assured that its version will be distinctly Dodge, whatever that might entail.
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