Alfaromeo

1. Introduction

1.1 Background

Alfa Romeo, an Italian car manufacturer, was formed in 1910 under the name of Anonima Lombarda Fabbrica Automobili (A.L.F.A.) with the mission to deliver Italian-designed vehicles recognised for their quality design, comfort, sportiness and state-of-the art technology. With a brand name steeped in motorsport heritage, Alfa Romeo cultivated its sporty image over the years in areas of motorsports after claiming multiple victories in Formula One, Grand Prix motor racing, sportscar racing, touring car racing and rallies. This is turn enhanced Alfa’s raised the branding awareness and value over the years, accounting for their preference in producing premium and high performance sports cars.[1]

Today, to ensure quality Italian-designed vehicles, Alfa Romeo ropes in famous Italian automotive design houses such as Bertone and Pininfarina to produce concepts and production vehicle shapes. Alfa Romeo’s beautiful body design has been very influential, and has been widely imitated by other car manufacturers.

Alfa Romeo seeks to deliver maximum driving pleasure and comfort while at the same time boast best-in-class special features and technology such as advanced suspension systems which enhance road holding and stability.

Alfa Romeo introduced various technological innovations over the years, and the company has often been among the first users of new technologies. Examples include the “Alfa Romeo DNA” which customises car performances based on different driving styles or road conditions and the “MultiAir” technology with greatly enhances fuel efficiency. Alfa prides itself in being a car with “driving passion and highest level technology.”

To date, Alfa Romeo has created more than 70 cars. Currently, Alfa offers 5 models, namely the Alfa Romeo Mito, 159 Sedan, 159 Sportwagon, 8C Spider and Giulietta.

1.2 Recent Performance

1.2.1 Global Sales Figures

Analysts have estimated Alfa’s operating losses in the mid-2000s to be...