Ramping up the image.

["Jacob Haagerup" <alfakroehl@domain.elided>]

Just read a tid-bit of news regarding Fiat Auto SpA. In connection with the 
launch of the 156 GTA and 156 SW GTA there has been a lot of media invited 
to Torino for test drives, launch presentations etc. etc. in particular 
since the Fiat group is not only launching the GTAs (whatever the sentiment 
regarding those might be) but also the Fiat Stilo, which btw looks like a 
real contender in the Golf class market, and the Lancia Thesis who's styling 
is a bit of an acquired taste.

In connection with the launch some 6000 European dealers were invited to 
Torino and apart from the presentation they were told to ramp up service. No 
more 'You want it, you buy it - otherwise get out' and 'Ohhh - your car 
isn't running? Bring it over and jump on the bus to work'.

The car should be picked up and delivered to the customer's home and a 
replacement car offered for the duration of the service. Showroom service 
should include much (if not all) of the things discussed previously on this 
list - cappucino, toys for the kids, silk scarf for the missus, Snap-on tool 
set etc. (my projections - not actual items - YMMV).

Already in place is very favourable financing from Fiat Auto SpA which no 
known banks can compete with.

During the first 7 months Alfa Romeo sold 100.000 new 147s and the goal is 
that total Alfa production should be DOUBLED by 2008.

Also Fiat Auto SpA will be spending 700.000.000 Euro on advertising in 2002.

It seems to me that attitudes are changing in Torino and that marketing 
efforts are being ramped up to prepare (among other things) for the US 
reintroduction of AR. I wonder if we are beginning to see the hand of the 
General coming into play. Sandro? Any comments from the mother ship?

Regards

Jacob Haagerup,
'75 GT 1600 Junior 'M'

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