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‘Exclusiveness and personality’ have
always been distinctive features of the Alfa Romeo brand, a
fact borne out by the broad choice of bodies, engines,
exterior outfits, interior furnishings and options, enabling
customers to order the car that meets their needs and their
desire to be different.
To extend this broad choice even further,
and in response to the growing number of requests from the
market, Alfa Romeo has now developed the ‘Unique Alfa’
Customisation Programme, a new departure for the brand that
will enable customers to make their cars even more refined
and exclusive. The wide ranging programme will be on show in
Frankfurt next week.
The Alfa Romeo Customisation programme
has been available on the entire range for a couple of
months, and was born out of the experience of the Alfa 8C
Competizione, the model that the brand has chosen to define
its strategies with precision and authority. One of the
winning features of this lovely GT is the fact that it was
conceived to cater for every whim of competent, refined
customers, who wish to state their personality by the way
they configure their car, transforming a car that is already
exclusive into something unique. By the same principle, the
‘Unique Alfa’ Programme, the expression of the best Italian
products, now extends this opportunity to the other Alfa
Romeo models. Alfa Romeo is one of the most prestigious
brands in motoring history, and it indubitably conjures up
the art of Italian living, expressed in a perfect synthesis
of tradition and modernity, heritage and the avant-garde,
beauty and culture. And it is thanks to this propensity for
art and beauty that the Alfa Romeo Customisation Programme
has taken shape, developing into three different areas that
identify the brand’s exclusive values and make its
relationship with its customers unique.
The first area, known as ‘Vintage’,
reinterprets Alfa Romeo tradition with elegance and
modernity: intriguing colours that conjure up the Dolce Vita
or victories on the world’s most prestigious racing
circuits.
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Alfa Romeo has now developed the
‘Unique Alfa’ Customisation Programme, a new
departure for the brand that will enable customers
to make their cars even more refined and exclusive. |
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‘Vintage’ reinterprets Alfa Romeo
tradition with elegance and modernity: intriguing
colours that conjure up the Dolce Vita or victories
on the world’s most prestigious racing circuits. |
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Chromatic treatments that recall the
timeless emotion of the prestigious finish, and upholstery
crafted with the care and precision typical of a craftsman’s
workshop.
‘Collezione’ is the second area, which invites customers to
explore the world of fashion and elegance. The interiors are
designed to recreate a sensation of well-being and beauty,
underlined by the materials chosen to give a feeling of
sensory involvement: soft, perfumed leather covers the
seats, facia, and panels; the stitching reveals and
underlines the sinuous, elegant shapes; the real metal
inserts propose different finishes. On the exterior,
multi-layer lacquered paints give an extra touch of elegance
to the lines of the body, drawing attention to the
ornamental elements and the alloys with their luminous
sparkle finish.
The third and
final area of the ‘Unique Alfa’ programme is ‘TI’ (Turismo
Internazionale), which obviously harks back to Alfa Romeo
tradition, where racing and competitions have always played
an important part in the development of cutting-edge
technologies designed to guarantee the proverbial enjoyment
of driving an Alfa Romeo, and safety in all driving
conditions. The heritage of technological culture and a
passion for the product have laid the foundations for the
development of this area, which addresses customers who are
particularly demanding where performance, dynamic behaviour
and sporty personality are concerned, with mechanical
components such as a low stance, boosted braking system,
alloy wheels and high performance tyres. And in the
immediate future, this exciting catalogue will also
incorporate other features to raise the performance of the
powerful Alfa Romeo engines even higher.
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