27.05.2010 ALFA GIULIETTA "OPEN DOORS" INITIATIVE TO BE REPEATED THIS WEEKEND ACROSS ITALY

ALFA ROMEO GIULIETTA 1.6 JTDM-2 105 CV

The most popular specification level ordered for the new Alfa Romeo Giulietta from Italian consumers so far is "Distinctive" trim and the most popular colour is Bianco Ghiaccio (Ice White).

The first "Open House" dedicated to the new Alfa Romeo Giulietta took place last weekend (May 22-23) across Italy and it saw no less that 90,000 interested people pouring through the doors of the brand's 200 domestic dealers although this burst of initial interest hasn't yet translated into firm orders which remain somewhat unexpectedly sluggish.

Those 90,000 people inspected closely the 200 cars that had been made available by Alfa Romeo to its dealers, one for each point of sale, and 10,000 test drives took place. The Italian order book for the exciting new C-segment Giulietta, which replaces the decade-old former Car of the Year winning Alfa 147, at the end of last weekend stood at 2,700 units, which shows good initial interest from Italian consumers for the Alfa Romeo Centro Stile-design 5-door hatchback, but is still down from generally expected ordering levels at this point. However 17,000 good contacts were made with potential buyers over the weekend.

The most popular models to be ordered so far by Italian buyers are the 1.6-litre JTDM-2, the highly regarded second-generation Multijet turbodiesel with 105 CV, along with the more powerful 2.0 JTDM-2 Multijet with 170 CV. The most popular specification level to be chosen so far is the "Distinctive" trim and the most popular colour is Bianco Ghiaccio (Ice White).

The initial successes of this initiative means it will be repeated across the Italian Alfa Romeo dealer network this weekend (May 29-30) while a new dedicated website, under the slogan "Everyday Thrills", went into motion last Friday. Over last weekend traffic to the official Italian Giulietta website increased a claimed five-fold and the previous average daily 8,000 users of the comprehensive car configurator function reached 60,000 configurations over the weekend. At the same time traffic to Alfa Romeo's Italian website this month has doubled to 870,000 "hits" while the section of the official site dedicated to the new Giulietta has now seen 56,000 visits in three weeks.

Meanwhile a promotional campaign headlined by actress Uma Thurman got underway last Friday across all media in Italy: TV, print, billboards, internet and radio. In Italy the new Giulietta range starts at 20,300 euros for the "Progression" version equipped with the 1.4-litre turbo petrol engine with 120 CV and rises to 29,000 euros for the range's highly exclusive "flagship" model, the Quadrifoglio Verde fitted with the powerful and dynamic 1750 TBi petrol engine with 235 CV.
 

2010 Interfuture Media/Italiaspeed