Alfa Romeo are really coming back into their own now. It’s taken a while for the FWD and not overly exciting saloons to be pushed aside, but it’s finally happened. The car that did it, the Giulia, is one hell of a vehicle, and is more than likely on a lot of your dream car lists. But now the Italian company are forcing themselves into the German market, and the way they’re doing it is ingenious.
Armed with the Giulia and Stelvio, Alfa took to Bimmerfest, not only showing their cars off with a make-shift track, but also sponsoring the event. And I think it’s safe to say that a few BMW fans were won over by the rear-wheel drive sports saloon.
Taking your company’s cars to an event which revolves around one of their largest competitors is one hell of a gamble. But Alfa seems more than confident in its products and this confidence will certainly transmit to the hordes of BMW owners at Bimmerfest – which is by the way, the largest private owner BMW show in the world. Yes, for Alfa, this is a gargantuan undertaking, and one that could very well have gone wrong. But by simply having the knackers to do this speaks volumes more than a positive review on our website or any others. In the car industry you have to be ruthless, and this is definitely up there.
This type of marketing is exactly what Alfa Romeo needs in an industry that is dominated by large brands such as BMW, Audi and Mercedes. As has been reported many times, the Giulia, Stelvio, and 4C can each stand their ground against their German counterparts, but they need a firm nudge to get them in front of the potential market. This has done just that, and hopefully will allow Alfa a little more of the market share.