24.01.2012 GIULIETTA PROVIDES 2011 SALES IMPETUS FOR ALFA ROMEO

ALFA ROMEO GIULIETTA TCT

Alfa Romeo's sales position significantly improved in Europe last year, from 0.8% to 1% year-on-year, thanks to the lifeline it was thrown by the new Giulietta, although its sales were uneven and were heading back south again by the end of the year.

Alfa Romeo's sales position significantly improved in Europe last year, from 0.8% to 1% year-on-year, thanks to the lifeline it was thrown by the new Giulietta, although its sales were uneven and were heading back south again by the end of the year.

The Giulietta's sales reached however 2.8% of the hatchback segment in Europe in 2011 and 14.5% in Italy, these being the highest sales figures ever achieved by an Alfa Romeo in this segment.

In concrete terms, 2011 saw the registration of approximately 80,000 units of the Giulietta in Europe, of which 45% were in Italy, around 35,000 units, exactly on its sales target. It does mean though that the Giulietta hasn't got close to emulating the success of its predecessor, the 147, although its arrival came after a long period (and still on going) of acute mismanagement of the brand by Fiat, as well as after many delays in its introduction when had resulted in lost market share, a metric that is always very difficult to reclaim, another strategic issue that senior management has continually failed to grasp. The foreign markets on which the Giulietta had its best results in 2011 were France (more than 9,200 cars), the UK (more than 7,000 cars) and Germany (more than 6,300 cars).

Since its launch, worldwide orders for the Giulietta have totalled almost 140,000 units. Sales of the car have witnessed a preference for the top "Distinctive" and "Exclusive" levels of fitting that represent about 90% of the total sales mix. When it comes to the engine, sales have leaned towards the more powerful versions in the line-up: for example the 170 hp 1.4 MultiAir has a sales mix of 15%, about seven times the segment average in this power range according to Alfa Romeo. The most popular engine is the 105 hp 1.6 MultiJet that accounts for 35% of the total sales.

The most popular colour is white which has been specified for just over a third of all the cars sold since launch, while red represents about 6% of the total. The optional 'Sport Packs' have also sold well, and of all the customers choosing the Distinctive or Exclusive trim levels, almost half customised their Giulietta with one of these packs.

The Giulietta has seen buyer age averaging 40 years with a medium-high level of education, 20% of whom have been women (in line with the market), while people with families represent a good half of the purchasers, compared with the segment average of a fifth.

The Giulietta also needs the lowest number of service intervals during its first 3 years or 90,000 km covered compared to its rivals. This has led to the car being considered by fleet buyers, where Giulietta is the top seller in Italy and is entering the policies of all the leading European companies. Further proof of the quality of the Giulietta is its residual values: according to third parties such as Eurotax, Giulietta has the best resale value among cars of its segment. After twelve months, the values are, Italy (68.5%), the UK (77.5%) and Spain (66.9%), while on other markets the Giulietta is at the top when it comes to residual value among its competitors.

Further proof of the Giulietta's construction qualities is given by customer opinion: 98% are satisfied and almost all (90%) recommend the car; 15 points above the general market average for models at their launch. According to Alfa Romeo, customer surveys show that characteristics like handling, comfort and efficiency, are those that satisfy them the most and their satisfaction increases with the miles covered.

It is the data regarding the Giulietta's efficiency that has been most recently improved thanks to the introduction of the Alfa TCT transmission option and in this new guise acceleration the time taken from 0-100 km/h improves whilst reducing fuel consumption and CO2 emissions at the same time. Concerning the relation between CO2 emissions and the power; the Giulietta is placed amongst the best in class not only when it comes to its petrol engine range but also the diesels. And it is not only regarding engines with equal power, but also when compared to versions with less power, says Alfa Romeo. When comparing the Giulietta 170hp TCT 1.4 MultiAir with the VW Golf, with the same power output and an automatic transmission (160 hp 1.4 TSI DSG), Alfa Romeo claims the Giulietta will consume 0.8 less litres per 100 km and pollutes 18g of CO2 per kilometer less. To equal the Giulietta's consumption and emission figures the Golf must reduce power by 65 hp and lose the automatic transmission. Since the beginning of sales, demand for the Alfa TCT has been 15% of all vehicles, therefore above the European average and promising success in future sales.
 

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