While the launch of the Alfa 8C Spider (middle) is the big focus of attention on the Alfa Romeo stand at the Geneva Motor Show, there was also news about the brand's future plans coming out of the show.

While the launch of the production Alfa 8C Spider is the big focus of attention on the Alfa Romeo stand at the 78th Geneva Motor Show, there was also news about the brand's future plans coming out of the show.

The stunning Alfa 8C Spider, presented at the Swiss event in Maserati's stylish Bianco Fuji paint finish, is being shown on the centre of the stand, next to an example of the 8C Competizione. And like its fixed-roof sister, the 8C Spider will be limited to just 500 units. With a price tag of 175,000 euros its order book has now opened.

The brand was presented on Tuesday by CEO Luca De Meo, who was recently parachuted in to steer Alfa Romeo towards its target of achieving 300,000 unit sales by 2010. De Meo, who took over from Antonio Baravalle, faces a tough task to sort Alfa Romeo's fortunes out. During his press conference he focused mostly on the 8C Spider and how he perceives its immense marketing value to the brand as a 'halo' sportscar; as such it will spearhead future advertising that De Meo hopes will rub off on the entire model range.

The 8C Spider, along with the 8C Competizione, will be used to spearhead the brand's relaunch in North America which is pressing ahead despite the recession and continuing weakness of the US dollar. In an interview with Reuters at the show De Meo said that they were currently considering which models to take to North America, and that the must discussed distribution network to be used will be revealed in the 'coming months'.

Meanwhile also speaking at the show, Fiat CEO Sergio Marchionne suggested that Alfa Romeo could build cars in Mexico as it looks at ways to counter the weakness of the US dollar compared to the strength of the euro. "It could be Mexico," Marchionne, who has previously hinted that Alfa Romeo could build cars in the future within the NAFTA area, told Reuters at the show.

De Meo also told Reuters that Alfa Romeo is looking at tackling other new markets as well as the United States. "The United States is fine but there are also other regions where Alfa Romeo can use its image (to its advantage)," he said, suggesting that China, Russia and South America were candidates. Whilst plans are in place to build cars in China and a new importer structure has been put in place for Russia, Alfa Romeo has in recent years retreated from South America. It is no longer present in Latin America's biggest new car market, Brazil.

The Fiat Group is the biggest carmaker in Brazil, and Alfa Romeo has a long history in the country where it once built cars. Brazil and México have rapidly expanding mutual trade and a low taxation agreement specifically regarding vehicles meaning that a proposed factory in México could competitively supply cars for the Brazilian market. Alfa Romeo is still exposed to the Latin American region mainly through exposure to the Chilean market, although sales volumes are very low.

Alfa Romeo's 100th anniversary comes up on 25th June 2010, and De Meo suggested to Reuters that an extra model could be built to celebrate the occasion. This would be aside to the C-segment 5-door (149) and large flagship saloon (169) both of which are in the pipeline.