Fiat CEO Sergio Marchionne is dissatisfied with the design proposals for the new Giulia-based sedan family. 2013 will see the replacement of the aging model 159 by the Giulia.

Fiat Group had to delay the launch of Alfa Romeo in North America due to design problems with the 159-replacing Giulia sedan.

Automotive News claims that the delay was caused by Sergio Marchionne, Fiat CEO, dissatisfaction over design proposals for the new Giulia car. This model, a sedan-sized model of mid-size that will be the core of the lineup, is critical to the brand’s success on the North American market.

Marchionne isn’t satisfied with the proposals for the new Giulia by Alfa’s design team in Turin. He’s also not impressed with the work of Chrysler’s Michigan designers who are creating sibling models to Guilia, the next-generation Chrysler 200/ Dodge Avenger. These models will also be due in 2013, and will share the same platform and powertrains as the Giulia.

However, in order for Alfa to re-enter North America, it will need a sufficient lineup. If the Giulia core, which is the mainstay of the lineup, isn’t ready, then launch may be almost impossible. Alfa Romeo plans to sell 85,000 cars in North America by 2014, and 500,000 globally. Analysts believe this is unrealistic.

Max Warburton, an analyst with Bernstein Research, said that the Alfa plan seems more ambitious by the day. He was speaking in the Automotive News article.