Alfa Romeo drives online to address 'unreliable' image

The brand, which targets male consumers in their 20s to early 40s, has traditionally focused on its design and racing heritage. However, over the years, technical problems associated with Alfa Romeo models have not gone unnoticed, according to KC Chong, marketing manager, EuroAutomobile, official importer and distributor of Alfa Romeo. "(Buyers) are willing to live with the problems and buyers tend to accept (these) in exchange for individuality," he noted. Alfa Romeo, which sold 200 models in Singapore last year, has set a sales target of 250 cars for 2004. Said Chong: "We have new models and upgrades out this year, so we expect sales to go up in 2004. Those who buy Alfa tend to appreciate design, and we have a plethora of designers who go into the details. "Our target prefers to buy this than the run-of-the-mill Japanese offerings. The engineering philosophy is different, where German brands are more reliable, Italian are seductive. They won't just buy a Mercedes or BMW to follow the crowd." The company has launched a website for the Singapore market, alfaromeo.com.sg, featuring its upgraded car models and upcoming models such as '8C competizione' and the Kamal. AKQA managing director Cheeyue Ho said: "The function of the site is to generate awareness for Alfa Romeo's history, its technology and its cars. At the same time, there's a section where prospects can request car brochures and another section tries to cater to current car owners, where they can book their car servicing online." The site will go live in coming days with the tagline, 'Beauty is not enough', making use of the "sensual lines of the cars' exterior as a main focal point". AKQA-developed print advertising will be used to drive traffic to the website.