The Giulia represents a new, higher-end chapter for Alfa Romeo and as a result, it must be backed by strong dealer support. The car is not only more expensive than other recent Alfa passenger cars, but Alfa also pushes a high-performance driving experience as one of its selling points.
“We are putting a heavy reliance on the sales processes and aftersales,” said Alfa Romeo boss Fabrizio Curci. “The sales process will be different, from how the car is explained, to how we get buyers in the dealerships to touch and drive it. Once they are there, they will experience first -class service, from the way they are dealt with through to free valets for (range-topping) Giulia Quadrifoglio customers.”
Curci also explained that dealers will be encouraged to explain the various technologies packed into the car that make it so much different than rivals like the BMW 3-Series and Audi A4.
“Others in this segment claim to offer the best driving experience, but we offer something new, something more exciting in my view,” Curci said. “If you like driving, you will like this car. The technology that supports that experience is unsurpassed, from the electronic braking system to the steering response to the different driving settings.”
The Giulia will go on sale in Europe this fall.