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Brand Health Check: Alfa Romeo.

Marketing

| July 06, 2005 | COPYRIGHT 2003 Haymarket Business Publications Ltd. (Hide copyright information)Copyright

Chic, sexy, unreliable and a poor dealer network. Alfas have always looked good, but looks aren't everything. How can the iconic marque improve its global sales, asks James Quilter.

Mention Alfa Romeo and you think of its iconic Spyder model and Italy. It is the company where Enzo Ferrari learned his trade and, as a brand, it has an emotional impact most car manufacturers can only dream of. However, the brand's attempt to harness mass-market appeal appears to have failed, with worldwide annual car sales falling to 170,000 globally, compared with 250,000 in the mid-80s, according to the Society of Motor Manufacturers and Traders (SMMT).

To turn things around, Alfa Romeo owner Fiat has appointed Karl-Heinz Kalbfell as chief …

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