A More Affordable, More Accessible Line-Up of Fiat and Alfa Romeo Vehicles for Australia
MELBOURNE – Feb 14, 2013: Fiat Chrysler Group has announced a new positioning program with lower prices and more dealerships for its stylish Fiat and Alfa Romeo vehicles in the Australian market.
Acclaimed for an enviable Italian heritage, elegant design and driving performance, the Fiat and Alfa Romeo line-up in Australia has attracted a strong and passionate following, but, to date, has been priced out of reach of many of their devoted fans – but not anymore.
At a press conference in Melbourne today, the company announced a new positioning and price point for its Australian range which includes the Fiat 500, 500 Cabriolet, Alfa Romeo Giulietta and the Alfa Romeo MiTo.
Fiat Chrysler’s managing director and CEO, Clyde Campbell, said the new pricing structure was designed to sow the seeds for strong and sustainable growth in the Australian market.
“Since we took over the distribution of the brands in May last year, we have been working hard to ensure the vehicles in all our Italian brands are more accessible to the Australian market,” Campbell said.
“And the first factor we looked at was the price of our current range.”
The new pricing in the line-up starts with the Fiat 500 0.9-litre TwinAir manual, which attracts a reduction of $4,100 – taking the new start up price for the stylish bambino from $22,990 down to $18,800*.
Vehicles in the Alfa Romeo range have received the same treatment. The MiTo pocket rocket’s entry variant - the 1.4-litre MultiAir Progression with automatic twin clutch transmission (TCT) - offers even more savings, reduced from $31,990 to $25,200* – a reduction of $6,790.
And the range-topping Alfa Romeo Giulietta has the best news of all with a $7,640 price reduction: the entry level 1.4-litre Distinctive manual Giulietta is now available from a cracking $29,350.*
All other variants in the respective line-ups have received similar price reductions – see attached table for pricing of all variants.
“With these new pricing schedules, we are confident we will attract a new range of customers to these iconic brands,” Campbell said.
But, according to director of Fiat and Alfa Romeo Robert Moorcroft, the foundation for strong growth within the two Italian marques is not just about reduced prices.
“We have worked very hard to ensure we have all the pieces perfectly positioned in the puzzle.”
“But it’s not just about pricing. We’re all about the customer, and ensuring we are accessible in every way,” Moorcroft said.
“We have a strong dealer expansion program underway, and have more than doubled the number of Australian outlets – going from 17 to 46 fully functioning Fiat and Alfa Romeo dealerships in the past eight months.”
“And we have just launched a comprehensive marketing campaign, with two all-new television commercials that really convey the spirit and excitement of the two brands.”
“On top of that, we’ve got the right staff, the right locations, the right parts distribution centre. There’s no doubt that this is the year for Fiat and Alfa in Australia.”