Building Alfa Romeo Brand in SA

[Gertie]

Hi Guys,

I've just been at a (market research) discussion on what can Alfa do to market their brand better - getting more people interested, then into the showrooms and then to get them to buy.

Would you give some of your perspectives and your understanding of other's perspective... more the latter as there is little use preaching to the converted...

I will relay the findings to them...

[WILDCARD]

Advertising!!!!! On TV, Radio and newspapers etc.

[Ian Lusso]

1. Better choice of options: We tend to go into the showrooms and have to take what's on the floor, not what we want. I know Alfa is a relatively low volume importer, so why can't they research what the customer wants before ordering their cars? And why not have an options fitment center? For example if you want full leather in a Ti they send the car to Ronnie's Retrimmers or something to have the leather stitched in and the quality and materials used is not always up to the Italian standard. Why can't we have built-in satnav when everybody else is offering it?

2. Advertising.

3. Racing. We want to see Alfas kick some hiney on the tracks, like in the 80's!

4. Higher trade-in values. Hyundai started offering better trade values on their cars when customers came to trade them in. They set their own benchmark for depreciation! It paid off, they have good brand loyalty and their cars values don't drop that much in the first 2 years!

5. Wider model ranges. If you want to put more people in Alfas, then bring in the cheaper models too, the ones you see overseas (they had 1.6 and 1.8 TS 156's).

6. Competent service staff who know how to diagnose problems and fix them straight away.

That's about it!

[BenzinaBrera]

definitely agreed on the model options, the biggest reason the 159 never quite caught on and was a serious contender was because of the choices, in SA we are suckers for turbo diesel, and yet they never bothered to bring the 1.9JTDM 159, if they brought that one im 100% positive we would have seen a big difference in 159 sales but instead we were left with the 3.2 that was too heavy on juice, the 2.4 diesel yay! but it was super expensive awwwww , the 1.9 was too lazy and uneconomic for what it is, and then finally the 2.2 which in most peoples minds is the happy medium but the problem it was also the ONLY happy medium and not everyone was interested in the gm derived engine so there was no alternative happy medium.

And then secondly, advertising, oh geez so much can be said about this, but the fact remains since they started pushing Giulietta ads, sales have been picking up nicely, but only for the G because thats all they advertise..... sigh

[scottyairborne]

Alfa should sponsor some high-end builds of vintage Alfas...nothing builds a name like street cred.

I have a GTA Replica project in mind...for a very cheap fee they take as much credit as desired we'll drive the car all about motoring events!

Have a few high-end cars from different eras running around, boosts interest (and resale value) and makes guys brand loyal (more new car sales).

[ysman007]

1. Mito Gta
2. Better trained mechanics, who can also fix older models
3. Available spares for pre 90 models!
4. Corporate presentation at production car championships!
5. Assembly plant in SA to curb the high pricing
6. Cupholders...

[Edoardobianchi]

The mainstream market does not care about passion if it comes at the expense of reliability, trade-in value and incompetent service.

The newer models seems to have trade-in/warranty covered (time will confirm), but you have to up dealer service levels consistently. In a breakdown situation (which happens to all brands) the consumer wants to be reassured through professionalism, knowledge and minimized inconvenience.

So, to answer your question:
1) up the dealer experience to premium levels
2) up the standard of service & make it consistent
3) captured customers for at least two models (I.e. 1st purchase is capture focused, launch loss leading, lower spec models to the 21-25 age group...then keep them into medium sedan/hatch phase.

[GTA QV]

We need to Start selling the Classic Alfa's for what its worth. We need to set the benchmark.

One of the reasons why Alfas get such a bad name is due to the crap second hand value.

Example.
2002 156 2.5 V6 R35 000
160 000km
Mint condition
Cambelt is due for service at 180 000
They guy who buys this car for a daily drive. Get it financed, but only just qualify. He cant realy afford the car but he can get it financed.
So when the time comes for the Cambelt service.... Noooo Its to expensive. He dont have the funds, and keep on driving.... now the brakes goes...also no money to replace the brakes, then the CV's goes....still driving it...
At the end of the day, the car is a wreck, due to this idiot that bought the Alfa. And ontop of this all.... he starts bad mouthing the brand.

Here's my side on my GTV. I can afford the car. I cant afford to do the Belt service in one Shot.... So everymonth I buy a part or some parts for this service. At the end of the day, I only pay the labour when the service is due. When something brake, I immediatly replace it. No waiting time.
The Car is NOT a Daily drive. Only there for pleasure trips an oven roads. No showing off to the BMW guys.
The car is always in mint clean condition. Never park it in the garage Dirty. If I have to wash her twice a day..I do it (Only with the beast car care products on the market.. No 711 car wash soap). When paked in the garage, she is standing under the soft microfibe cover.

This is the kind of love and respect i show to my Alfas. If All the Alfa drives start doing this, we can start getting better prices for our cars, and also sell it to people with the same passion as me and you.

Sarel

[Alu156]

Put Perreby in charge.

Originally Posted by ysman007

1. Cupholders...

+1

And how about providing current Alfa owners with genuine Alfa aftermarket products.
Like the GTA kit for the 156, or the GTA headlights or that elusive GTA boot lip ... a product range for all makes and models.
I don't want to be ordering overseas for these things when for other brands they are readily available -locally.

[KaizerG]

Alfa advertises passion but I can personally say that the dealership staff here in Durban have absolutely none whatsover. They also have no brand knowledge and no idea what they are actually selling.

You need proper staff who are trained in the ins and outs of Alfa.

Case in point: Through my passion for the brand I managed to convince a friend who was looking to buy the 320D BMW to consider the G QV. I explained the car and showed him the stats and he agreed that it looked great on paper and that he would like to check it out. Unfortunately when we arrived at the dealership floor (CMH Umhlanga/Mnt Edgecombe) not one salesperson approached us. We then approached one of them sitting behind his computer. The emails or porn he was watching was too important to assist us and he merely gestured to the QV on the floor. We then looked at the car and I ended up 'selling' it to my friend. After this we requested a test drive which we were then told was not possible at the moment (moment being today). As such my friend went away with a very bad taste for Alfa.

You need to fix the front of house so that it matches the passion that people who are looking to buy into the brand have.

Alternatively you should hire some of the members on this forum to do the PR and selling work for you as I think I could do alot better job at selling an Alfa than any of the Alfa sales staff here in Durban

[BenzinaBrera]

Originally Posted by KaizerG

Alfa advertises passion but I can personally say that the dealership staff here in Durban have absolutely none whatsover. They also have no brand knowledge and no idea what they are actually selling.

You need proper staff who are trained in the ins and outs of Alfa.

Case in point: Through my passion for the brand I managed to convince a friend who was looking to buy the 320D BMW to consider the G QV. I explained the car and showed him the stats and he agreed that it looked great on paper and that he would like to check it out. Unfortunately when we arrived at the dealership floor (CMH Umhlanga/Mnt Edgecombe) not one salesperson approached us. We then approached one of them sitting behind his computer. The emails or porn he was watching was too important to assist us and he merely gestured to the QV on the floor. We then looked at the car and I ended up 'selling' it to my friend. After this we requested a test drive which we were then told was not possible at the moment (moment being today). As such my friend went away with a very bad taste for Alfa.

You need to fix the front of house so that it matches the passion that people who are looking to buy into the brand have.

Alternatively you should hire some of the members on this forum to do the PR and selling work for you as I think I could do alot better job at selling an Alfa than any of the Alfa sales staff here in Durban

wowzers this is worth making a major complaint about at alfa hq, comlain about the specific person, only way to free your life from these bozos is to forcefully get rid of them

[GTA QV]

Dealerships are here to make Money. Nothing todo with Passion. We the owners are the Passionate ones.

If we take better care of our cars, and not sell it for what the book say, we will slowly start to get the Alfa second hand marked in the right way.

[Ian Lusso]

Originally Posted by GTA QV

Dealerships are here to make Money. Nothing todo with Passion. We the owners are the Passionate ones.

If we take better care of our cars, and not sell it for what the book say, we will slowly start to get the Alfa second hand marked in the right way.

That's so true, but the fact is we (even me!) look for the biggest bargain when looking for our second hand cars but expect the highest trade values when trading it in! I'm guilty of both!

We are the buyers and I'm not saying offer the owner of the car you're looking at buying, wads more cash, but pay the asking price for the vehicle you're prepared to buy. Buy the imacculate car at a little over market value if it's the best one around.

Regarding dealers: They need to sell more cars because if Alfa Romeo doesn't make money then there's no point in keeping the brand alive. Fiat has Lancia (semi-dormant), Maserati and Ferrari as well so Alfa Romeo is not going to make them lose much especially if they're not making much in the first place. We need to support them, but we need to tell them what WE want. What will make US buy more new cars from them. That's what this excercise is about. If we want to see their passion, they better give us passion or else we might as well be at a BMW dealership.

[masonGTA]

Originally Posted by KaizerG

Alfa advertises passion but I can personally say that the dealership staff here in Durban have absolutely none whatsover. They also have no brand knowledge and no idea what they are actually selling.

You need proper staff who are trained in the ins and outs of Alfa.

Case in point: Through my passion for the brand I managed to convince a friend who was looking to buy the 320D BMW to consider the G QV. I explained the car and showed him the stats and he agreed that it looked great on paper and that he would like to check it out. Unfortunately when we arrived at the dealership floor (CMH Umhlanga/Mnt Edgecombe) not one salesperson approached us. We then approached one of them sitting behind his computer. The emails or porn he was watching was too important to assist us and he merely gestured to the QV on the floor. We then looked at the car and I ended up 'selling' it to my friend. After this we requested a test drive which we were then told was not possible at the moment (moment being today). As such my friend went away with a very bad taste for Alfa.

You need to fix the front of house so that it matches the passion that people who are looking to buy into the brand have.

Alternatively you should hire some of the members on this forum to do the PR and selling work for you as I think I could do alot better job at selling an Alfa than any of the Alfa sales staff here in Durban

Couldn't agree more. I went there once and had the same thing. Utter useless pricks.

Alfa has a poor name already, its only selling point is the styling and the warranty/service plan. So when a custormer arrives at the door, treat him like gold.

I went to BMW the other day and I arrived in a cheap car dressed in my gym clothes, yet the treated me like I was buying a M6. Makes you think

[El 4 Romeo]

Do the salespeople even drive Alfas? I wonder how much they make and whether Alfa has last pick in the salesmen draft. I can't imagine that a slow-moving non-luxury brand would a) have attracted the industry's best or b) allowed the company to reward their salespeople adequately to ensure brand loyalty.

I had an awesome experience when I bought my Jetta. I just pulled into the dealership and there was a salesman helping me. It felt like all I had to do was say what I wanted and the guy would get it for me. I didn't have to call once for anything and the car was delivered as promised. I've had two warranty claims so far and the service has been way above expectation. Of course this is a large brand, but the incentives for each of the teams are obviously right. I think Alfa should look at how some other brands / dealers incentivise their staff. The old better mousetrap argument, the first thing they teach you in marketing class.

[turbonutters]

Fix the sales personnel first and then look at the rest.
Advertising really picked up a lot I see you can even get a G for R3100 a month so they are trying.
But if a salesman do not rush to meet you at the door and basically irritate you with information and offers top test-drive you will walk out and get something ells.

Advertise all models and not just the G most people do not know that there’s other Alfas available on the market. Bring us the 159 Sportwagon please and look at current trends we need Diesel and auto options in all market segments.
Bring in the smaller and cheaper variants as well since a lot of people will buy them if they fit there pockets.

Get a G on the track and make sure that it is competitive with descent manufacturer backup not semi private teams like we had with the GTA’s.

Give proper cars to the press make sure that everything’s perfect and the car have 5000km or more on the clock before they get it.

As far as the secondhand value of the older cars. We should thank the agents for that since they tend to rip people of even if they trade for another Alfa.
My brother traded his old Disco in on a new Disco because the dealers basically gave him above value for his old one. They can do it because they get incentive from LR to keep people brand loyal.

Alfa offered one of our customers R35 000 for his wife’s perfect 2001 Spider when she traded it in on a Mito. He decided to keep the Spider as his runabout instead. All of this while they had a similar Spider on the floor for R100 000.

It is strange that Alfa body panels are amongst the cheapest from the agents (not according to the idiots from insurance companies) but service items tend to be expensive.

A fender and a diesel filter for the 159 2.4 JTD basically cost the same how’s that possible.

[turbonutters]

Originally Posted by El 4 Romeo

Do the salespeople even drive Alfas?

No but it might be a FIAT unless they are part of a Nissan dealership then it will be a Nissan.

[corriedw]

Win races on Sunday and sell cars on Monday. We latched onto the brand because of this when we were young and are still Alfisti.

The dealers need happy client to realize positive bank balance, not the other way round. Before they milked the loyal Alfisti for every thing they can, by making spares, service and everything else unrealistically expensive, but never gave anything back to the clients. They got what they deserved and asked for. AR and Alfisti are the only losers

[Greg_ZN]

I agree with these guys, Motorsport will go a long way to building the brand, but the number one issue is dealerships not embracing the brand values. I just bought an ex demo GQV from the PMB delearship and they did an OK job of selling the car, but it was the Nissan managed used lot so I didn't get much of the Alfa brand feel there.

What concerned me greatly was when I was waiting for the finance paperwork, I took a walk around the Alfa new car floor and the attitude there was very lax. The salespeople took a good few minutes to notice I was there and knew only basics of the cars for sale there and nothing of Alfa's heritage or future plans. Some educational seminars for the sales people will go a long way to getting potential customers excited about buying what for a lot of people is an enigmatic but largely unknown brand (except for the horror stories of broken engines and overpriced parts!)

I looked at a Honda Civic Type R when I was car shopping and although I was totally convinced the Giulietta had it beat in every way, the salesman was a Honda fanatic (my first car was an S04 Ballade so I know the excitement Honda brings to owners firsthand) and he really sold the brand to me...chattering off about SBK successes and engine technology...the kind of guy you WANT to buy a car from!

Alfa has such rich petrol head history, the dealerships really need to leverage this to their advantage! How about some posters of a 33 Stradale or a Montreal on the wall!? Go to race pics and get some awesome pictures of a Giulia Sprint GTV and an Alfetta GTV having it out on Zwartkops!

[Guili]

Greg, how do you like your GQV? I've decided to stay away from this here thread but can't resist. I think that Alfa's sell themselves. You usually know if you want an Alfa or not, nothing the sales guy says will sway your decision.

How they could be better is if they fit the cars fully spec'd from the start. They need sales.

[Ian Lusso]

Lance I agree with you partially. Alfas do sell themselves, but they are currently a niche market and would like to expand their sales for financial reasons.

Alfas have always been "full-house" cars or had full house spec in their model ranges. The 156, 147 and GT range came comprehensively equiped for their period. Sales were not what what they were supposed to be and Alfa has repositioned themselves by offering a different spec level, and those who wish to have full leather can do so at additional cost. You still don't feel like you're losing out as the technology employed is as current as their competitors (with the exception of satnav on some models like the 159!) but they are rather satisfying vehicles to own these days despite not having full leather and 19" wheels throughout the range.

I could live with my 159 in it's Ti spec with leather and alcantara and even though I would have liked the full leather and 19" wheels, the 18's look good and it still draws admirers wherever I go in it and the seats are fine like that.

you have to remember an Alfa is more special than most, but these days you can have a 159 for the price of a Golf!

[masonGTA]

Originally Posted by corriedw

Win races on Sunday and sell cars on Monday. We latched onto the brand because of this when we were young and are still Alfisti.

The dealers need happy client to realize positive bank balance, not the other way round. Before they milked the loyal Alfisti for every thing they can, by making spares, service and everything else unrealistically expensive, but never gave anything back to the clients. They got what they deserved and asked for. AR and Alfisti are the only losers

Excellent post

"Win races on Sunday and sell cars on Monday", history has proved this time and time again. Have to agree

[Greg_ZN]

Originally Posted by Guili

Greg, how do you like your GQV? I've decided to stay away from this here thread but can't resist. I think that Alfa's sell themselves. You usually know if you want an Alfa or not, nothing the sales guy says will sway your decision.

How they could be better is if they fit the cars fully spec'd from the start. They need sales.

1. I LOVE my GQV!! Fifth day with it today and spent the whole day at work waiting to drive home! Was sad when I parked in the garage! I'm loving the head turning it causes too, at the toll today a guy in the queue next to me in a 147 motioned to wind down my window to ask me how I like the car

Driving is a real treat, took it up to Camperdown on Sunday to drive on the B-roads and got the back out just a teeny bit in some of the tighter bends. Lovely...but very, very controlled...even in Dynamic it never feels scary or out of control. You can actually feel the Q2 system come on and drag that inside wheel back in line. Second, third and fourth gear are just steam-train powerful, and even sixth will pull from 2000rpm if you need to overtake on the highway.

The DNA switch is such a clever idea, the wife can drive in normal and not freak out, and makes stop start traffic easier to manage, then a quick pop into Dynamic for some hooliganism when the mood takes...it's a great way to elimate compromise between sporty and comfort set-up.

2. Anyway, back on topic, I agree somewhat that Alfa's sell themselves, to us Alfisti. But Alfisti won't keep the brand in the black in these economic times...they need to crack the mainstream with the Giulietta Progression / MultiAir and start shifting some units, and to do that they do need to up their game considerably on the showroom floors, from what I've seen so far.

[sheepapple]

Originally Posted by KaizerG

Unfortunately when we arrived at the dealership floor (CMH Umhlanga/Mnt Edgecombe) not one salesperson approached us. We then approached one of them sitting behind his computer. The emails or porn he was watching was too important to assist us and he merely gestured to the QV on the floor. We then looked at the car and I ended up 'selling' it to my friend. After this we requested a test drive which we were then told was not possible at the moment (moment being today). As such my friend went away with a very bad taste for Alfa.

In my opinion CMH Fiat/Alfa Umhlanga really need their dealer license taken away until such time as they can properly address issues. They are doing more damage than good!