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Giulia To Herald Upmarket Push For Alfa Romeo

The arrival of Alfa Romeo’s new premium mid-size Giulia sees a strategic shift for the Italian brand in Australia as it aims to take itself upmarket. Premium brands like BMW and Audi are soon to become prime competitors. To ensure customer exp


The arrival of Alfa Romeo’s new premium mid-size Giulia sees a strategic shift for the Italian brand in Australia as it aims to take itself upmarket.

Premium brands like BMW and Audi are soon to become prime competitors.

To ensure customer expectations are met Fiat Chrysler Australia CEO, Pat Dougherty, discussed some of Alfa Romeo’s future plans with TMR.

“Clearly if we want to be premium we have to look, feel and act like we’re premium.” Mr. Dougherty said.

“We’re in the process of going around and talking to all of our Fiat and Alfa Romeo dealers and laying out what our strategy is going forward”

“By the time we get to a point where a majority of the products will have been launched we anticipate having a stand-alone Alfa Romeo network.

"That’s going to require investment from the dealers as well, so we want to make sure that we go to where the right locations are, the premium markets, and we don’t overpopulate the dealer network.”

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Kez Casey

Kez Casey migrated from behind spare parts counters to writing about cars over ten years ago. Raised by a family of automotive workers, Kez grew up in workshops and panel shops before making the switch to reviews and road tests for The Motor Report, Drive and CarAdvice.

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