...I think the biggest problem with the hornet is people have found out that it’s a rebadged Alfa Romeo.
I disagree. This is not their biggest problem (more on that later).
People didn't "find out" that the Hornet is a rebadged Alfa. Dodge proudly (and rightfully) bragged about it and advertised on it.
Alfa Romeo does not have a good perception in North America, because of their history in North America. It hasn’t worked before, and it won’t work now.
Alfa actually got a great perception in North America when they came back ten years ago - 25 years were enough for most people to forget what an amazing bag of worms Italian cars are.
Alfa was given all the benefit of the doubt they could get, plenty of good will, the Giulia was an amazing proposition, the Stelvio is beautiful to this day, reviews were stellar. All the stars were aligned for them to succeed.
Dodge have proven that they can make truly great cars, but it just seems the engineers get squeezed and squeezed by the upper management and they just don’t get to really produce cars that actually become mainstream.
Not in my book. They have always been good in making wonky monsters, they managed to not mess up the mercedes platforms they were given, but that's about it. They worked hard into making every one of their mainstream cars laughable. They never needed the Italians for that.
I lived in Europe when the Neon and Stratus were released, and they both got a lot of positive attention chassis-wise. Even the French praised them, explicitly stating that these are the first US made mainstream cars that don't make them laugh and feel right. Little did they know how they'll age up though.
The Hornet was pure bingo for Dodge. They couldn't make a car that drives, rides and looks like it does with seventy seven government bailouts.
What they didn't or couldn't account for is that they were working with the Italian automotive industry, which has managed to maintain in a sustainable and repeatable way an ancestral tradition of electric, later electronic, and fuel delivery gremlins, that was the case for the last 50+ years.
This is even statistically improbable, but it is a fact. Their cars exhibit the same issues in 2020 as they did in 1970.
A winning formula would have been for Dodge to put their engineering expertise in reworking what Alfa feeds them into something that works reliably.
Alfa relied on selling cars that break like German cars to a clientele that buys either German and won't go elsewhere, or Lexus and would expect reliability. Dodge relied on hitching that train corncob pipe in mouth and joyful tune on their lips, raking the money in. Didn't work