Alfa Romeo’s foray back into the North American market was led by the 4C mid-engine sportscar, however the true test of the brand’s staying power in the market it left behind more than 20 years ago will be the market performance of its Giulia compact sedan.
The Giulia, which made its debut in high-performance Quadrifolgio Verde trim at the recent 2015 Los Angeles Motor Show, will do battle in the luxury compact arena with the Mercedes-Benz C-Class, BMW 3-Series and Audi A3, among others. Analysts aren’t too confident in its ability to attract buyers away from the well-established Germans – but we think it has both the looks and the on-paper performance to be considered a serious player.
Pieter Hogeveen, Alfa Romeo’s Senior Manager of Marketing Communications, took some time out of his day at the LA Auto Show to talk about the Giulia QV and why the automaker feels it’s an important part of their portfolio. Hogeveen notes the loyalty rates with cars such as the BMW M3 are very low, so the company is hoping to pick up a few conquest buyers as they ditch their ‘M’ cars and AMGs.
Check out the video above for some further insights on the new Giulia QV from Hogeveen.