Alfa Romeo have just successfully concluded an 'Open Week' for the new Alfa 159 at dealers across Italy. The series of events, which have been hosted by the 230 Alfa Romeo retailers spread the length of Italy have seen more than 22,000 test drives being carried out by interested members of the public.

The idea of dealer-based 'Open Week' format was introduced by Fiat Auto earlier this summer when the new Croma model was launched in Italy. A heavily promoted weekend of events saw, in Fiat's estimate, around 100,000 Italians swarming into their local dealers to check out the new station wagon that revived the well-know 1980s sedan name. The event was part of an on-going strategy by Fiat's marketing bosses to reconnect their model range with the Italian public, and make potential buyers fully aware of the merits of their products.

Flushed by the apparent instant success of the Croma-based initiative, last month, Fiat decided to created a similar programme for the brand new 'compact' class Grande Punto model, their most important new model for some years, and one which is poised to drive forward the Turin carmaker's burgeoning revival. Around 2,000 new Grande Puntos were quickly rushed out off the Mirafiori assembly lines and shipped to the dealer network, just as it made its public debut at the Frankfurt IAA, in time for the week-long event. More than one million Italians visited the dealers to view the car, around 100,000 test drives were undertaken, and 15,000 orders were placed within that week. Thus the 'Open Week' format was extended to the Alfa Romeo 159 last week.
 

The Alfa 159, styled by Gioretto Giugaro in conjunction with Centro Stile Alfa Romeo, is arguably a new sedan model that has attracted attention like no other this year. A stylish, refined, luxurious car it has greatly impressed onlookers ever since its public debut on 1st March 2005 at the Geneva Salon. The 'Open Week' (which actually lasted 10 days) saw 150,000 visitors attending, over 22,000 test drives being undertaken, and dealers reporting that they were staying open as late a 11.00PM as they struggled to cope with the huge surge of interest. Over 3,000 firm orders were placed for the Alfa 159, keeping the new sedan in line with expectations.

The Alfa 159 'Open Week' included the option of testing the car at three of Italy's major race tracks, allowing the dynamics of the Alfa 159 to shine out in the most testing of circumstances, on the race track, a place where Alfa Romeos have always demonstrated their abilities since the A.L.F.A. company was formed in 1910. The Alfa 159 promotional initiative - under the "Alfa 159. A New Breed of Alfa" slogan - will continue in a number of fresh stages right up until the 23rd December, while an Armando Testa agency created television advertising campaign is now also underway.