Alfa Romeo launches “Test Me” campaign in the UK

Article by Christian Andrei, on February 9, 2012

Do you want to know why more people are buying an Alfa Romeo? The automaker will give you the reasons on its recently launched television commercial titled ‘Test Me’, a part of a marketing campaign spanning one whole year. Alfa Romeo’s UK sales in 2011 have been impressive. Its marketing initiative actually draws on direct comparisons between the brand’s latest products − MiTo and Giulietta –and its closest rivals to highlight the reasons why consumers are opting to buy an Alfa Romeo.

The ‘Test Me’ campaign is comprised of TV, print and digital advertising as well as direct mail and widespread showroom activity.

Through a dedicated website, the latest Alfa Romeo models are pitted against Volkswagen, Audi and BMW models when it comes to the fuel efficiency, safety, technology and environmental benefits. Through the new ‘Test Me’ campaign, Alfa Romeo will seek to prove that Alfa Romeo gives customers a lot more than its German rivals.

The campaign seeks to emphasize Alfa’s passion, heritage and design flair inherent in each model as well as its class-leading economic advantages in terms of fuel efficiency and environmental considerations. What its customers get is the chance to drive in an extraordinary car that has both style and substance.

According to Damien Dally, Head of Brand for Alfa Romeo UK, customers like the stylish lines and sleek design of an Alfa Romeo but because of preconceived misconceptions, some would go to their rivals thinking that they’re being offered something better. The Alfa MiTo 1.4 8v 78bhp Sprint is priced at £12,950 OTR, £189 per month or 0% APR. Meanwhile, the Alfa Giulietta 1.4 TB 120 bhp Turismo has a price tag of £17,755 OTR, £259 per month or 0% APR. Furthermore, customers can take advantage of a special introductory limited offer on Giulietta ALFA TCT, which has the same monthly terms as the manual version.

The infusion of technological enhancements in the new 2014 Alfa Romeo MiTo, together with the retention of the car’s enticingly compact and sporty features, will most certainly draw the attention of car enthusiasts who prioritize refined detailing, quality Italian car styling and overall excellence in safety and performance.

A prominent new feature of the 2014 MiTo, which further complements its simple yet elegantly flowing front end, is the redesigned triangular, chrome-framed radiator grille, similar to that of its stablemate, the Guilleta. With the iconic Alfa Romeo emblem perfectly mounted on the grille’s top portion, the MiTo proudly announces to the world that it dons the Alfa Romeo logo. Other new features of the MiTo include a recently added body color, the Anthracite Grey and the new burnished finish for the front lights and all accent trims.

Equally impressive are the MiTo interior’s four new upholstery combination options. For the MiTo Distinctive variant, two Evoluzione fabric choices, Black / Titanium and Black / Red, are being offered. As for the QV Sportiva variant, a new stylish seat design with white accent inserts is available. And lastly, a new Heritage Black fabric with an electrically welded Alfa Romeo badge is available for the flagship Quadrifoglio Verde variant.

The new MiTo’s dashboard has also been upgraded, with the Impression, Progression and the QV variants possessing the street with black version dashboard. For the Distinctive, two Evoluzione design options are offered- the grey & black or the black & red combinations.

New 0.9 Turbo TwinAir 105 HP

A wide array of technologically advanced, excellent, high performance engines fittingly powers the sporty and agile 2014 MiTo. With the distinct roar of its mighty yet environmentally-friendly power plant, and the head-turning aerodynamic design of its exterior, the new 2014 Alfa Romeo MiTo is truly an exceptionally superb automobile, with its efficiently designed engine complying thoroughly with the corresponding CO2 emission laws.

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