The Alfa MiTo has made it international motor show debut at the Excel Centre in London's docklands this week where it is one of the biggest stars of the show despite the presence of several important new model debuts such as Lotus' new Evora sports car and the GM Vauxhall/Opel Insignia sedan.

The Alfa MiTo has made it international motor show debut at the Excel Centre in London's docklands this week where it is one of the biggest stars of the show despite the presence of several important new model debuts such as Lotus' new Evora sports car and the GM Vauxhall/Opel Insignia sedan.

Handing the Alfa MiTo its public debut in the UK is a novelty and signifies the importance Alfa Romeo attaches to this market which has seen its operations comprehensively overhauled over the last couple of years and the strategy which is already reaping rewards is now a model for the brand's relaunch in other major European car markets. Sergio Cravero (Alfa Romeo Marketing Director) hosted the well attended press conference at the Excel Centre yesterday which introduced the MiTo to the UK and he was keen to stress UK angle: "I’m particularly pleased to be unveiling this car here in London, because Great Britain, along with Italy, are two countries that share a passion for the motor car, whether modern or classic," he said. "And a passion of this nature would be incomplete without a prominent position for Alfa Romeo."

Also present at the press conference from Turin was Giovanni Perosino, responsible for Alfa Romeo Marketing Communications and Marinella Vincenzini, the Alfa MiTo product manager. Saying that they had a "great script in their hands" Cravero was upbeat about the short term plans for the brand: "What we are seeking between now and the date of our centenary, is Alfa Romeo, retuned and returned to its past splendours. In the next three years we will be launching more new products than in the past ten. We will be attacking important new market sectors with models, engines and transmissions conceived no longer with a European, but with a worldwide perspective in mind."

Two MiTos, finished in eye-catching multi-layed red paint, are on show in London this week and they are complimented on the stand by a red Alfa 8C Competizione as well as the forthcoming Alfa 8C Spider, the latter represented by the stunning white example first seen at the Geneva Motor Show in the spring and again earlier this month at the Goodwood Festival of Speed.

The synergies between the MiTo and 8C Competizione, as well as their obvious styling similarities, were emphasised by Cravero who said the breathtaking sports car "is the proof of our ability and talent in making sporting cars." Drawing the MiTo into this vein he continued: "What we want to do now is apply this same attitude to our everyday models. The Alfa MiTo is our first car created with this attitude in mind. I hope you agree with me that it's a good-looking car that stands out in the market."

The significant change of strategic direction that the new Alfa Romeo CEO Luca De Meo recently outlined for the brand was emphasised by Cravero to the British media in London. "We have decided to return to our roots, building cars with an essential style, with superior dynamics, with the right ratio between power and weight, using small but powerful engines, employing unique technical features to enhance our customers’ driving pleasure," the marketing chief told reporters. "Today we are already able to produce cars with these characteristics, and this makes me confident for the future."

Alfa Romeo's plan in the future will to target a wider audience than ever before, including groups such as young people and women, and with the MiTo it believes that it has just the exciting product needed to reach these potential buyers. "Within the MiTo we have a concentration of qualities which will allow us to talk once again with the Alfisti," said Cravero. "Young people who now have a model closer to their tastes and their financial possibilities, and of course women, who directly or indirectly, are the real judges of success in this market sector." It is certainly novel to see the words 'world première' adorning Alfa Romeo's stand at a UK motor show, and media interest in the model line up was high: on press day BBC Radio 1 were off the blocks early, visiting the Italian brand at 8AM to check out the MiTo. As well as the MiTo and 8C variants, the Prodrive-developed Brera S, 159 sedan, Spider and GT Coupé complete the line up.