Alfa Romeo UK Sales Hit Highest Level Since 2002
Alfa Romeo registered 11,563 new cars in the UK in 2011, marking its strongest British sales performance in nearly a decade despite an overall market downturn.
Alfa Romeo closed 2011 with 11,563 new car registrations in the UK, the brand’s best annual result since 2002. The Italian marque’s market share in Britain grew by 30.8 percent year-on-year, bucking the trend as most carmakers saw their UK share shrink during the period.
While the UK’s overall car market contracted by 4.4 percent in 2011, Alfa Romeo achieved the third-largest market share increase among manufacturers. The company attributes the growth to its updated product range, an expanded dealer network and competitive finance offers across its models.
MiTo and Giulietta Drive Recovery
The MiTo supermini and Giulietta hatchback formed the backbone of Alfa Romeo’s UK resurgence. Both models, introduced in recent years, have targeted buyers seeking Italian styling in the competitive small and medium hatchback segments. Improved reliability, sharper pricing and more accessible finance deals have helped the brand win back customers who may have previously avoided Alfa Romeo.
Alfa Romeo’s performance in 2011 follows a period of declining sales and limited new product for the brand in the UK. The Giulietta, launched in 2010, replaced the ageing 147 and has been positioned as a rival to the Volkswagen Golf and Ford Focus. The MiTo, launched in 2008, gave Alfa Romeo a credible entry in the supermini class for the first time in years. Both cars have played a key role in rebuilding Alfa’s presence in Britain.
Competitive Offers and Dealer Network
Alfa Romeo’s UK management credits a refreshed dealer network and a focus on competitive finance and incentives for much of the brand’s recent momentum. The manufacturer has sought to improve aftersales support and customer experience, areas that have historically challenged the marque in Britain.
The company’s strategy has included making finance packages more accessible and offering incentives across its range, helping to attract retail buyers as well as fleet customers. This approach has been particularly important as overall consumer confidence in the UK car market remained subdued through 2011.
Looking Ahead: New Models on the Horizon
With the Alfa Romeo 4C sports car confirmed for a 2013 launch, the company expects further interest from British buyers. The 4C is intended to serve as a halo model and could boost showroom traffic for the brand’s mainstream hatchbacks as well. Alfa Romeo is also preparing to expand its line-up with an SUV, as previously reported, aiming to capitalise on the growing crossover segment. For more on the brand’s SUV plans, see Alfa Romeo prepares to launch SUV in 2013.
