Earlier this week it was reported the Alfa Romeo 4C is to be discontinued in 2020, while the next-generation of the two-seater sportscar has been cancelled. It was probably a bad week for Alfa to launch its new ‘4EVER4C’ ad spot then, which features owners claiming the 4C is, well, forever.
All facetiousness aside, we get what Alfa Romeo is going for with the ad. Even though the mid-engine 4C is set to go out of production and likely won’t be replaced with a similar offering, to owners, the car is something they’d like to keep forever. We can hardly blame them. If we had a 4C, we’d resort to living in it before selling it to make ends meet.
The 4C may not be forever, but it’s sticking around for another three years or so, giving the low volume product a surprisingly long production run. That means you still have plenty of time to scoop one up before it departs, and who knows, maybe Alfa will send it off with a special edition version similar to the 2017 Dodge Viper.
Check out the ad above and hear what owners have to say about their beloved 4Cs.