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NEWS
Alfa Romeo price war heats up
New local management rationalises pricing across Alfa's model portfolioAlfa Romeo has cut thousands of dollars from the price of its current line-up in a bid to make its models “more accessible and desirable”. The news comes as the Italian marque seeks to bolster its presence Down Under improving not only on model pricing, but its dealer network and parts supply chain as well.
The savings begin with Alfa Romeo’s diminutive MiTo which has sold in decreasing numbers since its local launch in 2009. Last year, the MiTo sold only 160 units, down 37.3 per cent from 255 units the year prior (2011).
Previously priced at $31,990, the entry-level MiTo Progression has been slashed to $25,200 (before on-road costs), a saving of $6790. The mid-spec MiTo Distinctive takes the biggest price cut of all Alfa Romeo models in 2013, cut by $7890 to a new price of $27,100. Finally, the top-spec MiTo QV (pictured) falls to $30,000 from $34,990, a saving of $4990.
The theme continues across the Giulietta range, which now starts from $29,350. The base model Giulietta Distinctive faces a price drop of $7640 (from $36,990) for the manual model with automatic variants now retailing for $31,350 (previously $38,990). Mid-spec Giulietta JTD-M falls from $40,990 to just $35,250 while the sporty Giulietta Quattro Verde now retails from only $39,150 (down from $41,990).
Alfa Romeo has also centralised its Australian parts network in Melbourne to provide “assurance” to customers that any necessary spare parts will be available and in stock when required. The Australian dealer network has also been increased to 46 centres nation-wide (up from just 17), to provide owners with better access to service centres and potential owners a place to view and test drive cars.
Alfa Romeo Australia’s aftersales director, Robert Moorcroft, says the improved price positioning will help get buyers wanting an Italian marque back into local showrooms.
“In the past they weren’t cheap. We believe we didn’t even have people on the shopping list – people weren’t even thinking Alfa Romeo; with these prices, we think we will get them back.” said Mr Moorcroft. “These cars have never been positioned in this way before.”
2013 Alfa Romeo MiTo pricing:
MiTo Progression $25,200 (-$6790)
MiTo Distinctive $27,100 (-$7890)
MiTo QV $30,000 (-$4990)
2013 Alfa Romeo Giulietta pricing:
Giulietta Distinctive $29,350 (-$7640)
Giulietta Distinctive TCT $31,350 (-$7640)
Giulietta JTD-M $35,250 (-$5740)
Giulietta QV $39,150 (-$2840)
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