The last pages of Alfa Romeo’s history are being written on the roads of today.But the sporting spirit
that
has always been part of Alfa Romeo’s DNA comes to the fore once again in the next,long-awaited
GTA version of
the Alfa 156 and the 156 Sportwagon.The legend continues.
June 2001,Milan;for the staff of its Fiat,Lancia and Alfa Romeo sales network,Fiat Auto organises a convention, unprecedented for the breadth of the programme under discussion and for the number of people involed.A total of 6000 people attend,from no fewer than 2180 dealerships in 25 countries.The goal is to fine tune the company’s marketing development strategy for the near future.The result;an articulated work programme representing Fiat Auto’s measured response to the changes taking place in the automotive industry. Of the three brands,Alfa Romeo boats a wonderful heritage and excellent public perception of the brand.The new Alfa 156 GTA and Sportwagon GTA are ushering in new line of products which will see a GTA version for every model in the range.Other models are also being planned for the future. The strength of the brand and its products,together with a special marketing plan,will bring the brand even closer to its customers,bringing it right into their world.This means; Alfa Romeo on the big screen (as has happened already,with the Giulietta featuring in “The Graduate”), touring exhibitions with beautiful vintage models from the Alfa Romeo Museum,targeted sponsorship,And advertising focussing even more closely on the lifestyle of the Alfa Romeo target customer...
