Rather than launching a huge new marketing campaign to go along with its raft of new and upcoming products, Alfa Romeo plans on letting its products do the talking, Fiat Chrysler Australia CEO Steve Zanlunghi told Drive.com.au.
It would be easy for Alfa to begin touting its new Giulia compact sedan in television and online media campaigns, but the automaker would prefer to let the word spread naturally. Alfa’s idea is that the Giulia, along with the upcoming Stelvio crossover, will be so good that they’ll have to be on consumers’ lips.
“It all starts with product, so product is king,” Zanlunghi said. “Before you can call yourself cool, you have to have something that you can put out there that will do the speaking for you and I believe that the product that we have in the pipeline for Alfa Romeo and the reason it was initially delayed was so that we could get it absolutely spot on.”
“So I think, once we have the product out there, and then we can start telling people what the product is about, I think the word will spread, but it all starts with the product.”
Performance offerings like the 4C and 505 horsepower Giulia Quadrifoglio Verde will certainly help in getting the word out about Alfa. A high performance QV version of the Stelvio, which is expected to make its debut at the 2016 Los Angeles Auto Show next month, will also arrive and will help drum-up excitement for the standard version of the vehicle.
Zanlunghi said the inbound Alfas are more high-end than the Alfa road cars that came before them and will arrive ready to go head-to-head with established German brands such as BMW and Mercedes-Benz.
“These Alfas that are coming out now on the Giorgio platform are like nothing you’ve ever seen. They are more comparable towards Maserati type brands, so we are going to look to come out with premium products that are priced at a premium level, in line with the competition.”