The immediate impression at the unveiling of the Alfa 4C concept this morning is that Alfa’s convinced this car is the way forward for them, particularly in the US, where they have little brand recognition and fewer cars.

The key thing going forward - they’re already talking about production and 2012 sales - is whether they can keep a lid on the weight of the car. If they can keep the real thing anywhere near the concept’s impressive 850kg, then they’ll be on to a winner. It’s a real challenge, though, as they haven’t exactly got a reputation for lightweight tech at the moment.

I also felt a slight twinge as I heard the conference finish with the words: “And now, if you care to join my colleagues at Jeep, their press conference will begin in three minutes.” Let’s hope they’re not providing the lightweight technology.