Jeremy Clarkson of Top Gear once said that you aren’t a true car enthusiast unless you’ve owned an Alfa Romeo, well, that might be true in Europe, but here in North America, the Italian car maker and its history of beautiful sports cars and exciting hatchbacks haven’t been driven on our shores in over 30 years. However, there’s has been some shifting going on in Italy, and now, Alfa has returned. Alfa Romeo will be selling cars in North America for the first time in over 30 years, their lineup will be simple to start out with, a sports sedan called the “Guilia” to rival cars like the BMW 3-series and Mercedes C-class, and an SUV called the “Stelvio” named after the famous mountain pass near the Swiss/Italian border. Of course with this being such a big step for the company, they want to get it right, and in doing so have employed quite the aggressive marketing strategy, and this is what I’ll be taking a look at today. Marketing strategies are important to a company; if you can’t get your name out, you can’t sell your products to the customers that will want to buy them. Alfa Romeo know this, and on their return to America, they decided to take over one of the advertising world’s Holy Grail: the Super Bowl. What better way to mark your return than and get your name that to put your ads on the most watched event of the year, and Alfa dominated the ads, having more commercials than any company there. Alfa has also stepped up their game in terms of online advertising, with online ads appearing everywhere. The ads themselves focus in on those who would normally consider buying a 3-series or a C-class as their new luxury sedan, by marketing themselves as a more stylish and attractive option to the Germans. They want you to consider them over their completion because they have all the class and style you would normally associate with an Italian designed product. Alfa is also going to great length to integrate their vast motorsport history into their marketing. Most car enthusiasts know of Alfa’s motorsport history with cars such as the Tipo 33 and the 8c 2900, cars which known for their success on the racetrack, as well as their design as well. Alfa wishes to capture the essence of these cars to ensure people that buying one of these cars will allow to experience something (at least vaguely) similar to those classic racers. Alfa Romeo has also done a great job appealing to younger buyers also. Their first advertising for their new SUV the “Stelvio” featured a creative and exhilarating freestyle rap about the vehicle that incorporated many of today’s modern slang into it. You can watch it here. Many people are praising Alfa Romeo’s return, and the first reviews of the both the Guilia and the Stelvio seem to be positive. Many people are praising both cars’ high performance, or “Quadrafoglio” versions of the cars, that both come with Ferrari developed engines. Only time will tell if Alfa Romeo will be able to stay in North America, but the company has certainly cemented itself as a real contender against its German rivals.
0 Comments
Leave a Reply. |
About Me:Welcome to my blog! Here you'll find various articles about all sorts of topics. Politics, Music, Video Games, eSports, and many other topics I feel the need to write about. Archives
February 2018
Categories |