Global EditionASIA 中文雙語Fran?ais
    Business
    Home / Business / Motoring

    Alfa Romeo debuts powerful new models in Shanghai

    By Li Fusheng in Shanghai | China Daily | Updated: 2017-04-24 14:09
    Share
    Share - WeChat

    Italian carmaker Alfa Romeo makes its China debut with a stellar lineup of models at the Shanghai auto show. [Photo provided to China Daily]

    Until recently, the name Romeo in China evoked images of almost nothing beyond the character created by William Shakespeare. But the literary figure has a strong rival now, as the car marque Alfa Romeo, also from Italy, has arrived in China.

    Alfa Romeo's debut at the Shanghai auto show is part of the marque's plan to resurrect the brand globally and to create products that are indicative of its strengths developed over the past 107 years, said Reid Bigland, head of Alfa Romeo and Maserati.

    Established in Milan in 1910, the marque started racing in 1911. Enzo Ferrari, founder of the well-known Ferrari brand, was once a driver on the Alfa Romeo race team. Alfa Romeo won the first Formula One world championship in 1950 and won again in 1951, with the 158 and 159 Alfas, respectively.

    "To win in racing is not just about a big engine under a hood and going fast. It's about balance and weight, power/weight ratios, and 50/50 weight distribution-all of the technologies and things that are in today's Alfa Romeos," said Bigland.

    Fastest car

    One fitting example is the sedan Giulia, with two variants, launched at the Shanghai auto show.

    One of them, the Giulia Quadrifoglio, sports a 2.9-liter V-6 engine that generates a maximum output of 510 horsepower and a top torque of 600 Nm.

    Coupled with an eight-speed automatic gearbox, it sprints from 0 to 100 km/hour in 3.9 seconds and runs at a top speed of 307 km.

    "When we took the Giulia to the Nurburgring, it went around the ring in 7 minutes and 32 seconds. There is no other four-door sedan in the world that has gone around the ring in a faster time.

    "The objective of the vehicle is not to necessarily win races, but I think it underscores the technology and the design excellence in the Alfa Romeo. And, of course, that gorgeous Italian design and style that is unique to Alfa Romeo-a brand that was born in the fashion capital of the world, Milan."

    In addition to the sedan, Alfa Romeo is planning to launch the Stelvio SUV, also present at the show, later into the Chinese market, as SUVs are the fastest-growing segment in the world's largest auto market.

    Bigland said the brand targets those who value premium brands, and who are looking for an alternative to German premium brands.

    "What I've often said about Alfa Romeo is that it's not German. It is a vehicle that puts the driver at the center. From a driving dynamics and a performance perspective, we feel that we are a cut above.

    "China is a market that really values premium brands, and it seems to put a real value on premium Italian brands. Alfa Romeos have always been built in Italy."

    The Giulia Milano limited edition is well received in China, with 350 units sold out in 33 seconds on Tmall. [Photo provided to China Daily]

    Warm welcome

    Chinese customers are already showing their enthusiasm to the newest member of the growing premium segment.

    About a month before the sedan's debut in Shanghai, Alfa Romeo started a presale of 350 Giulia Milano limited editions through online shopping site Tmall, and all of them were sold out in 33 seconds.

    "It really exceeded our wildest expectations," said Bigland. "I'm incredibly pleased with the initial reaction from the Chinese consumer toward this legendary brand and I think it's a great first start and a great first impression in the Chinese market."

    Mirko Bordiga, managing director of Alfa Romeo and Maserati China, said the move, made with its dealers to gauge market acceptance, saw a fast spike in brand awareness.

    "Outside China, everybody knows Alfa Romeo. It's a nobrainer. But, in China, unfortunately it is not like this yet, so our job is to inform the Chinese people to make sure they know the brand as fast as we can.

    "And one of the things we are very strict on doing is giving our dealers the chance to work together on all these new projects. The brand is new and we really need support and understanding for what we are doing."

    Alfa Romeo is building its sales network with Maserati, and is also developing its own dealerships. There are now a total of 30 stores across the country, and the number will grow to 73 by the end of the year. It has received orders for more than 1,000 Giulia sedans.

    "We now have Alfa Romeo products that can compete in the heart of the premium performance segments. We feel, although consumers will be the ultimate judge, that we can do well."

    "We are not out, in our first year, to win any sales crowns. We need to make a positive impression on Chinese consumers and win them over one at a time by delivering a great experience by driving an Alfa Romeo, and that's the mission here in 2017."

    "We're just starting, we still have a lot of work to do, but I'm very happy with how things are going so far," Bigland said.

    Top
    BACK TO THE TOP
    English
    Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
    License for publishing multimedia online 0108263

    Registration Number: 130349
    FOLLOW US
    CLOSE
     
    无码AV动漫精品一区二区免费| 亚洲久本草在线中文字幕| 无码人妻少妇久久中文字幕蜜桃| 东京热av人妻无码专区| 综合国产在线观看无码| 人妻无码一区二区三区AV| 区三区激情福利综合中文字幕在线一区亚洲视频1 | 久久久久亚洲AV无码专区体验| 精品久久久久久中文字幕| 国产精品无码素人福利| 亚洲精品无码永久在线观看你懂的| 无码中文av有码中文a| 亚洲AV永久无码精品一区二区国产 | 亚洲AV日韩AV高潮无码专区| 最近最好最新2019中文字幕免费| 国产精品午夜福利在线无码 | AV大片在线无码永久免费| 亚洲日韩国产二区无码| 炫硕日本一区二区三区综合区在线中文字幕 | 亚洲精品无码久久久| 久久午夜无码鲁丝片| 亚洲中文字幕无码久久2017| 国产高清中文欧美| 中文字幕亚洲综合久久| 狠狠干中文字幕| 色综合久久中文字幕无码| 中文无码熟妇人妻AV在线| 久久精品无码一区二区三区 | 久热中文字幕无码视频| 夜夜添无码一区二区三区| 人妻无码人妻有码中文字幕| 日本一区二区三区中文字幕| 最近免费视频中文字幕大全 | 中文字幕一区二区免费| 五月天中文字幕mv在线女婷婷五月 | 国产精品三级在线观看无码| 色窝窝无码一区二区三区| 久久精品国产亚洲AV无码偷窥| 人妻丰满熟妞av无码区| 精品深夜AV无码一区二区| 精品欧洲av无码一区二区三区|