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A promotional campaign for the Giulietta, headlined by
leading Hollywood actress Uma Thurman, got underway
a week last Friday across all media in
Italy: TV, print, billboards, internet and
radio. |
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There have now been 58,000 different
configurations made on the Giulietta's "car
configurator" out of a total of 160,000
visits that have been made to that section
of the official website. |
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After the first "open house"
weekend dedicated to the new Alfa Romeo
Giulietta brought potential buyers through the showroom doors, Alfa Romeo’s domestic dealer network held a second edition of the
initiative last weekend, 29-30 May. Once the dust had settled the two hundred
Italian Alfa Romeo dealers had registered over 150,000 visits to their showrooms
over the ten day period that was sandwiched by the consecutive weekends that the
"open day" initiative was held.
The
250 cars made available to its dealers by the official
Alfa Romeo network have been hard worked and involved in
numerous test drives, in fact more than 20,000 test
drives have been carried out by potential Italian
buyers, and, most significantly, the Giulietta’s order
book in Italy now stands at over 5,000 units. The
Giulietta has finally replaced the much-loved but almost
decade-old Alfa 147 in the vital C-segment and the
initial signs are promising. The new model is hugely
important to Alfa Romeo's threatened future as the key
D-segment 159 sedan and Sportwagon have seen their sales
tailing off dramatically and the B-segment MiTo has
never broken out of a narrow niche appeal. Success in
the showrooms for the Giulietta will bring very welcome
volume increases to Alfa Romeo’s sparse cupboard.
Including the intense
promotional period from May 24 to 30, covering the two
weekends of the open doors initiative, the official
"Everyday Thrills" and "Alfa Ego" websites have
registered over 250,000 visits so far, with the peak
coming on May 27, while there have been 58,000 different
configurations made on the official car configurator out
of a total of 160,000 visits to that section of the
website. There has also been instant success for the
“alfa giulietta mobi” website which has received 5,000
requests and 1,500 test drives have been booked while
the new model's official website, alfagiulietta.it, has
notched up over one million visitors during the last three
months.
Meanwhile a promotional campaign, headlined by actress Uma Thurman, got underway
a week last Friday across all media in
Italy: TV, print, billboards, internet and radio. In
Italy the new Giulietta range starts at 20,300 euros for
the "Progression" version equipped with the 1.4-litre
turbo petrol engine with 120 CV and rises to 29,000
euros for the range's highly exclusive "flagship" model,
the Quadrifoglio Verde fitted with the powerful and
dynamic 1750 TBi petrol engine with 235 CV.
ItaliaspeedTV
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Alfa Romeo
Giulietta TV advert, Italy, featuring Uma Thurman
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