With many orders already rolling in for the Fiat Grande Punto, the Desira Group Plc are now preparing for a second major model launch this month with the arrival of the Alfa 159 this coming weekend.

Desira Group Plc has seven automotive retailing sites located throughout East Anglia, and a further site in London. One of the region's première motoring groups, it has a long standing tradition with the Fiat and Alfa Romeo brands, bringing enjoyment of the Italian lifestyle to a wide as possible customer base for year after year. Desira Group currently employs around 350 staff across their Sales, Service, Body Centre and Parts departments, and holds four major franchises: Alfa Romeo and Fiat, which are complemented by Nissan and Citroen.

New Fiat Grande Punto already a hit for Desira

Last weekend saw the official launch of the new Fiat Grande Punto at Desira's five Fiat-dedicated dealerships. The Grande Punto has been a huge hit as it has rolled out across Europe ever since its Italian launch last autumn, and last weekend it was the turn of the UK to play host to the stunning Giorgetto Giugiaro designed supermini.

"The Fiat Grande Punto has been designed from the outside in with plenty of Italian flair and its styling is reminiscent of Maserati!" says Laura Himpleman, Marketing Executive for Desira Group Plc. "Larger than the rest in its class this funky Punto is a combination of stylish and unmistakably Italian good looks, backed up by in-built quality and durability. The new Grande Punto boasts a five-star Euro NCAP safety rating that puts its firmly at the top of its class," she adds.

To kickstart the official UK launch of the Grande Punto last weekend, Desira has been working very closely together with many local businesses, restaurants, shopping centres and supermarkets. Offering a wider audience the chance to see the sexy new Grande Punto in person when out and about, and to help create an atmosphere of excitement not just amongst existing Punto customers but amongst all car enthusiasts.

Desira is launching new Grande Punto on a regional tour which is taking in the UCI Cinema at the Riverside, Norwich, for a week. The Grande Punto will also be appearing at Morrisons Supermarket in Diss, Asda and Market Gates Shopping Centre in Great Yarmouth, Asda in Ipswich, and an appearance at the huge Brent Cross Shopping Centre, near Southgate in London. Desira have also been organising a 'Valentine's Day Competition' with anyone taking the Grande Punto for a test drive automatically being given the chance to enter and win. A romantic weekend in Italy, a romantic meal for two or a pair of cinema tickets are amongst the prizes. "We work very hard to actively promote our products," says Laura, "and to bring the core values of Italian motoring to the wider region. These initiatives include recently giving away a Fiat Idea during a high-profile match day event at Ipswich Town Football Club."

Desira gearing up for UK Launch of the Alfa 159 in a matter of days

Meanwhile, just as Desira's staff are coping with this huge surge of interest in the new Grande Punto, a model which is in fact is now Europe's best-selling car, the new Alfa 159 sedan comes bursting into the equation, with its official UK public launch being scheduled for this weekend.

Just like the compact new Fiat, Desira has absolutely no doubts that the Alfa 159 will be a big hit. "The new Alfa 159 is a car that offers the utmost in driving pleasure and at the same time, total control. Getting behind the wheel of the Alfa 159 is an absolutely thrilling experience," says Laura Himpleman. "Especially with its extraordinary feeling of power and control, and with its unforgettable visual perception that makes this car truly unique in the world of motoring," she adds. In terms of comfort and luxury the Alfa 159 is at the very top of its class. The car is generously proportioned so it has a tremendous amount of room to offer. The spacious yet refined interiors create a perfect balance between sportiness and elegance, which means that five people can be accommodated in great comfort. The Alfa 159 offers a wide range of engines, each at the very top of their field in terms of motoring technology: three petrol engines with JTS direct-injection and twin-phaser variable valve timing; and three second-generation, common-rail turbodiesel units. Alfa Romeo is known all over the world for its thrilling, high-performance engines, and the Alfa 159 successfully lives up to that great tradition.

Next month (13-19 March) Desira plan to present the Alfa 159 at Norwich International Airport. It will also make an appearance outside the stunning Dunston Hall Manor, along with a series of Cinema Adverts which are scheduled for the London area.
 

"This is a very exciting time for Desira," adds Laura. "The Grande Punto has been an instant hit with car buyer; and interested parties are flocking to our showrooms, and now we are busy putting the final touches to the launch of the Alfa 159. Within a month or so another sure-fire big winner, the Alfa Brera will arrive, and then later in the summer will come the new Sportwagon and Spider. These are truly exciting cars, we expect great things from them, and are look forward to demonstrating their real values to many new customers."

Desira Group Plc Long Service Awards - setting the standards

Desira Group Plc, justifiably one of the regions première motor groups, are once again leading the way and setting the standard for others to follow, this time by holding their very own Long Service Awards for their dedicated staff. Desira Group wanted to thank and acknowledge their staff, for all of their hard work and loyalty, some of whom have been with the company for more than two decades. As a mark of their milestones over the years, a voucher scheme had been implemented, with bands depending on the length of service.

A Champagne Reception was recently held at the Desira Group dealership at Vulcan Road North, Norwich. Managing Director, John Desira presented each staff member with their very own certificate and their choice of vouchers that varied for anything from driving experience days, hot air balloon trips, ghost hunting weekend, exquisite cookery lessons, pampering days, pony trekking and much, much more. Managing Director, John Desira stated, “You can’t run a business on your own – you need a good team of people. At Desira our employees are our biggest asset, and we thrive on making a difference and focus on developing and training a very strong, unique team. We are very proud of our employees and wanted to thank those that had been with us for many years.

The Desira Group Plc

Desira Group plc has evolved over 33 years from its origins as a small garage in Brooklyn, Norfolk. The turning point for the company came with the de-merger of DMC Ltd in 1995. Desira Group then consisted of two sites in Diss and Great Yarmouth holding Fiat franchises, and a multi-million pound parts operation distributing all over the UK. At this time the group was performing well, outselling other Fiat dealers across the UK, but it wanted to expand into a city centre location. An opportunity arose in 1997 that gave them an opening in Norwich. Blue Boar Garage, on Wroxham Road, held Kia and Proton franchises, not quite the major franchises the company was seeking, but the location was perfect to launch into Norwich.  This was just the start of a time of rapid expansion. In 1998, the perfect new franchise for the Group became available: Lancaster Nissan at Hall Road and Whiting Road, Norwich. It had split sales and service sites but it gave Desira an enviable coverage of the city and also meant they could then put Nissan into the Wroxham Road dealership, relinquishing the Kia and Proton franchises. In 1999 exactly the right proposition became available: Lindfield, on Heigham Street, one of the most prestigious and important Fiat and Alfa Romeo dealerships in the UK, and for Desira Group it would be the jewel in their crown.

Desira Group Plc was performing incredibly well for Fiat and Alfa Romeo, and was the leading dealership within the UK. When in 2000, Pendragon decided to terminate their contract for Fiat and Alfa Romeo in London, the territories needed to be filled. Fiat and Alfa Romeo knew just who they wanted to take over the North West London area: Desira Group. This would give Desira two large Fiat and Alfa Romeo dealerships that would be multi-million pound sites, owned by Fiat, and employing over 100 staff. The company would be doubling its turnover in one fell swoop. For Desira's ambitious management this was an opportunity not to be missed. So the takeover of North West London started. It did ensure Desira Group had a steep learning curve, but one that was suitably integrated into the company.

Whilst the Group was expanding they still wanted to provide excellent coverage within their existing territories to all their franchises.  So in 2001 a new showroom was built at Great Yarmouth to house the Nissan franchise giving the Japanese firm a greater coverage in Norfolk. Over the next two years consolidation was the key, the management and staff spending much time focusing on ensuring Desira Group's eight dealerships were performing well for the company and their franchises. Then, another opportunity arose, this time a little closer to home. In 2003 Desira Group took over Sterling Fiat and Alfa Romeo and at a stroke they were now the largest Fiat and Alfa Romeo dealers in the UK. 

Never ones to sit still, Desira looked closely at how each dealership was performing. One site was not so successful, Wroxham Road, so after much research into the market place and looking at the competition, the decision was made to change the site into a 4x4 and Van Centre for Fiat and Nissan, giving Norwich something entirely new. What a great decision: the site ws transformed overnight giving the business community a dealership with a stock of more than 80 vans.

Whilst looking closely into the marketplace a few gaps came to Desira's attention, firstly adding a new franchise to the group that complemented the other brands well, whilst also giving a growth opportunity within Norfolk. Thus in 2004 a new showroom was built in Great Yarmouth adjoining the existing Fiat and Nissan site, and Citroen was added. This gave the Group a whole new opportunity. The Citroen service franchise was then also integrated into Diss. Secondly, a Car and Van Rental business which would complement not only the Group but also the Wroxham Road 4x4 and Business Centre was targted. So Abacus joined Desira Group bringing with it 150 vehicles, enabling a new market place to be conquered. The same year also saw a major move for Desira Nissan from its Humble Hall Road sales site to a new, highly prestigious two million pound dealership for Nissan at Vulcan Road, Norwich. This also gave Nissan service an operation covering both the North and South of the City. Now we reach 2005: Desira Group in October added Citroen servicing into their Diss and London dealerships.

The Desira Group today employs 350 staff, has eight dealerships, four franchises, Alfa Romeo, Fiat, Nissan and Citroen, a multi-million pound parts operation, Abacus Rental and a Group turnover of £78 million.