Alfa Romeo was the first of the Fiat Group Automobiles brands’ to hold its press conference today - the opening morning of the 62nd Frankfurt Motor Show. On a spacious stand, under darkened lighting the full production range was presented, many in brand-new colours and trims, and all complimented by a black Alfa 8C Competizione which has been positioned in an exclusive raised area smack bang in the centre of the display.

Each of the models on show aims to demonstrate the ‘Unique Alfa’ package, which has been rolled out over the last few months and comprises of a vast range of new ‘customisation’ options. Individual specification is becoming a key part of all manufacturers’ offerings and within the Fiat Group, Maserati and Ferrari has exploited this to their full advantage on cars such as the Quattroporte and 612 Scaglietti respectively. Now Alfa Romeo has taken the plunge, adding an array of distinctive new finishes, trim levels, add-on bits, options and colours. The cars were each memorable, the Spider in pale blue and finished in ‘Vintage’ specification in particular catching the eye of passers-by.

Alfa Romeo CEO Antonio Baravalle introduced the brand at a packed press conference, stepping up to the lectern almost exactly two years after he was appointed to the top job to succeed Karl-Heinz Kalbfell. Within his tenure he has overseen the arrival of the Spider, driven the dramatic Alfa 8C Competizione from being just a dream concept to an actual limited-production road monster, and given the green light to the exciting ‘Junior’ project, as well as implementing a fundamental restructuring of how the brand operates from the very top right down to the dealer network and customer. Not to mention building up to a US relaunch.

He started off by emphasising the merits of the new ‘Unique Alfa’ programme, before moving on to mention the rapid success that has been achieved in the UK where Alfa Romeo has been conducting a radical shake-up, a test-bed for the whole of the European network - as well as the US, a series of harsh lessons that has included shedding 29 of its 71 dealers.
 

The bold stroke has paid off as sales have not fallen – in act the opposite has been the case. “The number of cars sold per dealer has more than doubled,” said Baravelle, but most importantly he added that a recent survey shows satisfaction with dealers rising from second to last place into the top ten.

The programme initiated in the UK will now be built upon, he continued: “This is to be repeated in other markets, starting with the German market,” said Baravalle. “Here in Germany we are making a big step forward”. The German market has suffered this year, but it is Europe’s most important and one that Alfa Romeo has to crack – as it has done so before. All the major car manufacturers are pumping themselves up here this week, no more so than the German brands that treat this event with great respect, flinging big budgets at it.

“All this is representative of how we are working to prepare for the arrival of new products,” said Barvalle who confirmed that the new smaller car project, know as ‘Junior’ is on course to arrive in the “summer of 2008.” He also hinted at the styling: “Despite the difference in class, it is going to be in the style of the car on my right,” he said, gesturing at the black Alfa 8C Competizione lurking next to him on the raised dais. The new car will be embedded with “personality, elegance and performance,” he added, “what a customer expects from an Alfa Romeo.”

Baravalle also revealed that Alfa Romeo expects to sell around 165,000 cars this year, 5 percent up on last year. The Alfa 159 has now overtaken the Alfa 147 to become the best-selling model.

by Edd Ellison in Frankfurt