For the full year Alfa Romeo has allocated 160 units to Argentina and Uruguay, with almost half of these (70) being the new MiTo 1.4 TB (above). The rest of the quota will be made up of the 159 (30), 147 (30), Brera (10) and Spider (10).

Alfa Romeo will be relaunched on the Argentinean market this summer through a new importer, Centro Milano S.A., with a full range of its sporty models that will lead out the independent firm’s ambitious new plans for this important Latin American market where the marque has always been held in high esteem. At the same time the Milanese brand will be relaunched in neighbouring Uruguay, also under the guidance of Centro Milano S.A.

The shakeup of Alfa Romeo's presence in Argentina brings with it great prestige and a very long and rich history to a key regional country where the Fiat Group has been closely involved since the earliest days of its existence, and where the Fiat automobile brand is already well established and boasts a modern production facility located in Córdoba that currently assembles the Siena model.

Fiat directly controlled the import of Alfa Romeo cars into Argentina until 2006 when the activities were handed over to Gruppo Modena, a private company headed by the CEO of Fiat Argentina, Cristiano Ratazzi. During this three year tenure Ratazzi also took ownership of the only Alfa 8C Competizione to be imported to Latin America.

The countdown is now well underway to Alfa Romeo’s relaunch in Argentina and Uruguay under the guidance of Centro Milano S.A. with the new models set to go on sale from mid-July. Centro Milano S.A. expects interest to be strong although import duties will keep Alfa Romeo firmly in the niche category. For the full year Alfa Romeo has allocated 160 units for the two countries with almost half of these (70) being the new MiTo. The rest of the quota will be made up of the 159 (30), 147 (30), Brera (10) and Spider (10).

Originally a full year allocation of 500 units was made but this was scaled back due to the process of the expansion in the country and the ability of the European factories to meet the quota. Eventually all the models sold on the European market will be commercialised in Argentina and Uruguay so as to create as broad a range as is possible. Demand has been graphically illustrated by the interest and excitement that has already been generated by arrival of the MiTo, and Alfa Romeo Argentina says that it has now received 60 reservations from its budding dealer network for the new B-segment coupé. The relaunch will be spearheaded by a nationwide publicity campaign.

Alfa Romeo Argentina is now focused on building a team of the people that is highly qualified in each of their areas to ensure the relaunch is a success. Initially the service network will comprise of six or seven points, with first sales outlets located in Vicente López and the Federal Capital in Liberator and Lafinour, and with another in Uruguay. This will soon spread to ensure that Buenos Aires, Rosario, Cordoba, Mendoza are covered while further additions will bring the total representatives to six.

The MiTo version to be sold by Alfa Romeo Argentina will be the 1.4-litre turbo with 155 bhp and a top speed of 215 km/h. All the versions brought into the two countries will be fully specified to ensure a prestige reputation for the brand. Alfa Romeo Argentina will offer one-to-one advice to the client on the product, principally focused on service and personal attention to the client and a key part of the aftersales process will be to ensure that a comprehensive spare parts logistical structure is in place to ensure a dealer can get most parts overnight so that a customer doesn’t have his car off the road for several days as is a normal scenario in Argentina.

Alfa Romeo Argentina wants to highlight right from the start that this attention and level of aftersales service is fundamental and that for the buyer of a vehicle of this nature, their contact doesn't finish with the company once they makes their purchase. To this end all personnel will be sent to Italy and Spain for training on the whole product range and to gain a deep understanding and knowledge of the brand’s values and history. A special telephone call centre will be initiated with the number, 0800-ALFA, to provide immediate customer attention while a website will provide the client with all kinds of consultation. The company will also set up a department dedicated to special sales, offering advice on the models buy with a service of directly invoicing to companies, providers, diplomats and disabled persons. Clients will also be able to purchase merchandise and other personal items via the web or the dealer.

by Ricardo Alejandro Carballes (Planeta Alfa Argentina)