The advertisements for the Alfa Romeo Giulia that Fiat Chrysler ran during the televised broadcast of Super Bowl LI earlier this month have had the unintended consequence of helping to drive demand for the Alfa Romeo 4C sportscar.
Alfa ran three spots during this year’s championship match between the New England Patriots and Atalanta Falcons, all of which promoted the 505 horsepower Alfa Romeo Giulia Quadrifoglio sedan.
The Giulia, along with the related Stelvio crossover, are the newest products in Alfas lineup and will be the true money makers for the Italian luxury brand, but after seeing the ads and researching the brand, some consumers decided it was the mid-engine 4C sportscar that they preferred.
“We even see now, with the Giulia campaign launching, a spike in interest in the 4C,” Alfa Romeo North America brand director Pieter Hogeveen told us at the 2017 Canadian International Auto Show. “In the U.S. we’re seeing a really good month for 4C sales. And the cool part about that vehicle is it shows that being different can really work very well. It’s unique, you don’t see it much and it speaks truly to the brand heritage.”
4C sales were down 44 percent year-over-year in January to 38 units, a dip in sales that was hardly surprising considering the 4C is now in its third year of production and a good portion of North America is plagued by winter weather. Now it appears as though 4C sales are destined to spike in February 2017 and while the multi-million dollar ad campaign was supposed to peddle the Giulia, we doubt Alfa’s upset at the prospect of having more of the mid-engine sportscars on the road promoting its brand.