The Alfa Romeo Giulia launch this autumn will be backed up by a series of new initiatives to boost dealer service, according to Fabrizio Curci, the head of Alfa Romeo.
The Giulia, a BMW 3 Series rival, is critical to Alfa’s £3bn investment plan to sell 400,000 cars a year, a six-fold increase on last year’s levels, but Curci says that the initiative will only work if the car is backed by good dealer support.
“We are putting a heavy reliance on the sales processes and aftersales,” said Curci. “The sales process will be different, from how the car is explained, to how we get buyers in the dealerships to touch and drive it. Once they are there, they will experience first -class service, from the way they are dealt with through to free valets for (range-topping) Giulia Quadrifoglio customers.”
Curci added that he viewed it as critical to get buyers into showrooms, as the key selling point of the Giulia is how it drives. “Others in this segment claim to offer the best driving experience, but we offer something new, something more exciting in my view,” he said. “If you like driving, you will like this car. The technology that supports that experience is unsurpassed, from the electronic braking system to the steering response to the different driving settings.
“I am not being arrogant and saying our car is better, but I am saying that we have done a different job to what is already out there.”