In Geneva this week Alfa Romeo rolled out their extensive new model customisation programme, which aims to make all their cars more exclusive, prestigious and desirable, the idea taking a leaf from the extensive personalisation package ranges already available from higher-end brands such as Ferrari and Maserati, and which have been very successful and popular with buyers, particularly on models such as the Maserati Quattroporte. The personalisation packages also contribute to revenues as the sales margin's are increased.

The new Alfa Romeo customisation programme, referred to as "Alfa Unica" by staff in Geneva, is being previewed across a number of models on the motor show stand this week, before being officially presented at the Frankfurt IAA in September, at the same time as it arrives on the dealers' options lists. There are three levels in the programme: Vintage, Collezione and TI, each of which offers the customer a very different approach. The most attention though was focused of the TI pack, it is already offered on the 147 range, however it was launched at the show on the Alfa Romeo 159 and 159 Sportwagon, and these two examples on display looked very impressive resplendent with their TI options, including subtle branding, revised, sporty interiors and special "8C Red" body paint finishes.

TI, which stands for Turismo Internazionale, is designed to recall Alfa Romeo’s involvement in competition, with international racing always having played an important role in the company’s illustrious history. TI is therefore a sporty package, aimed to compete head-to-head with BMW’s M-Package and Audi’s S-Line.
 

In addition to mechanical aspects such as the 20mm lowered suspension, Brembo braking system, 19” alloy wheels and high-performance 235/40 R19 tyres, it is also possible to choose a more aerodynamic exterior configuration. Eventually, the TI catalogue will include mechanical improvements to enhance the performance of the powerful Alfa Romeo engines.

On display in Geneva are two Alfa 159 TI cars, a saloon and a Sportwagon, both stunning in their 8C Red paint. The main changes to the interior trim include new sports seats which give a very snug fit, especially on the lower back and outer thigh areas. The dashboard is finished in a dark metal trim, with new white on black dials. Other interior changes include a leather sports steering wheel and gearknob, grooved aluminium pedals and black headlining. On the exterior the cars are complemented by 8C Competizione inspired 19” alloy wheels, red brake callipers, aluminium coloured door mirrors, aerodynamic sideskirts, TI personalisation badging and a revised exhaust rear box section.