Romeo and Giulietta

11 November 2010 - 03:26 By By BRUCE FRASER
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Mention to anyone you drive a Anonima Lombarda Fabbrica Automobili and you are guaranteed to get a sideways, quizzical glance.



Why? Well because that is the original name for the iconic Italian motoring brand Alfa Romeo which had its beginnings exactly 100 years ago in the city of Milan.

It's 100 years of history that is as rich and intoxicating as the wines that come from the valleys of Franciacorta which surround this picturesque northern Italian town.

A century that encompasses the lows of bankruptcy to the highs of producing vehicles that will be remembered for their technology and stylish designs.

It is a brand that has survived two World Wars, bombings and takeovers through its long journey and it all began way back in 1910 when Alexandre Darrecq started the company before a resultant buyout saw the creation of the Anonima Lombarda Fabbrica Automobili (Alfa).

It was in 1915, though, that it would become the brand we know today when automotive engineer Nicola Romeo bought in to the company.

When Alfa Romeo won the F1 Grand Prix in Nurburgring, Germany, way back in 1935 it made the motoring world sit up and take seriously this relatively new brand.

South Africa also played an important role in the company's worldwide expansion. In 1974 a plant was built in Brits, North West Province, that supplied the Alfasud and Sprint to the European market.

Production at the plant ceased in 1986 but not before South Africa became the biggest market for Alfas outside Italy which helps explain this country's affection for the brand.

One person who grew up during that period and has had a long association with the brand is Fiat Group Automobiles South Africa CEO Oscar Rivoli. Although South African-born, he is as Italian as a dish of Risotto Alla Milanese. "My family are Alfisti through and through. I have fond memories of my very first car when I was still a student - a 1979 metallic silver 2.0 Alfetta," says Rivoli.

"My second car was another Alfa Romeo - this one was a 159 (1984 model) and probably my favourite of all the Alfas I've ever owned.

"After that came every enthusiast's dream - a white 1983 Alfa Romeo 2.5 V6 GTV ... need I say more?"

With the group since 1999, Rivoli has seen the Alfa go through some pretty tough times. Not only did the worldwide recession hit hard but their reputation for after-sales service was less than satisfactory. "We were obviously not immune to the vagaries of the economy but we were fortunate enough to have stable sales for the Fiat Group throughout this period - in fact we remained on one percent market share."

When things got really tough the rumour went around in motoring circles that during one month not one of the 16 Alfa dealerships throughout the country managed to sell a car.

Rivoli admits as much.

"In December 2008, no vehicles were retail reported. However, this does not mean that no cars were sold. This is due to the fact that we report retail sales in line with our international guidelines, which considers a sale only once the vehicle is registered and December purchases are often registered in January of the following year.

"But, notwithstanding the registration issue, the brand suffered in terms of volumes and demand and this was largely attributable to a lack of new products. This is obviously changing as new Alfa Romeo products are filtering through to the market.

"Of course waiting in the wings is the all-new Giulietta - a finalist in this year's European Car of the Year."

And the perception that Alfa has poor customer service?

"The work started over two years ago to constantly monitor the various areas that impact the ownership experience. First, in the area of parts, we have daily followed the processes required to improve the availability of parts and today very few people know that we enjoy probably a leadership position in this area.

In the annual Dealer Satisfaction Survey FGASA, representing Fiat and Alfa Romeo, was one of only two brands this year to be awarded Gold," says Rivoli.

There is no denying that Alfa is a niche brand, and justifiably so.

"Alfa buyers are individual in their choices, in what they wear, what they drive and generally choose products that stand out from the crowd.

"Alfa Romeos are infused with Italian passion that is impossible to replicate. This is reflected in the styling, the choice of interior materials and the drive. It's that intangible 'X' factor that comes with owning an Alfa Romeo. That said, the latest brace of new models combines all these aforementioned niceties with some very rational traits.

"For example, the new Giulietta is the safest compact hatch ever to be tested by the EuroNCAP, and was awarded five stars.

It has also been lauded for having the best ride comfort out of any hatch in the ultra-competitive C-segment - mind you this hasn't been at the expense of dynamic performance," says Rivoli.

The fact that the brand has survived 100 years is an achievement Rivoli is proud of. "It's a historic milestone and one is justifiably nostalgic but it's also heartening to experience the resurgence of Alfa Romeo and how the company has been able to meld all the traditional virtues of the brand together with 21st century must-haves."





















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