Alfa Romeo keen to focus on strengths
01 August 2012
The Alfa Romeo Giulietta
Alfa Romeo is looking to fleets with a freer choice of vehicle to leverage its corporate growth, with salary sacrifice, smaller fleets and elements of the public sector that are allowed a wider selection criteria being its main targets.
Alfa head of brand Damian Dally said the firm tended to struggle on restricted badge policies, because its two-model range of the supermini Mito and lower medium Giulietta can't meet the needs of larger fleets looking for a diverse range of vehicles.
"You get around this by leveraging areas where you are strong," Dally told BusinessCar. "There's no point smashing your head against a closed door. There are plenty of doors out there we can open."
Dally said the firm is working to get more fleets and drivers into its cars. "Everyone has an opinion on Alfa Romeo, but when you talk to people, they haven't experienced the product," said Dally.
"Our strength is that when people try our product, it exceeds expectations. It's about getting people behind the wheel, then the rational arguments of build quality, BIK and reliability are areas we exceed expectation and, particularly with Giulietta, exceed the competition."
Dally was speaking at the launch of the firm's new Twinair Mito, a new 98g/km petrol engine for the supermini that he predicted will become the dominant engine and, with its position as the only premium sub-100g/km petrol supermini, give Alfa "A USP in this segment".
Follow BusinessCar on TWITTER.