The Badge Appeal

What Alfa Romeo should really be doing is to increase their badge appeal. To do that, they should stop placing their sexy looking 159s on TIBS buses which is hardly flattering and instead come out with a radical new marketing plan involving sensual curves, hot babes and a thinking cap.

Perhaps they should even take a page out of MINI’s marketing plan, considering how well MINI has established its presence here in Singapore even though they attract a far more focused group compared to Alfa Romeo.

You must be thinking by now that I must have been paid or even bribed (heaven forbid!) by Alfa Romeo to write this article in exchange for a weekend with the gorgeous Spider. But truth be told, after spending an extensively long period of time back to back in both the Alfa Romeo 159 1.9 JTDM and the Alfa Romeo 159 2.2JTS Q2 (you can read on the 159 1.9JTDM here), I really do not comprehend why anyone looking for an expensive continental car wouldn't include an Alfa Romeo in their shopping list.

Take for example the newly launched MY08 Alfa Romeo 159 that now comes with an electronic differential. The car is gorgeous looking and it does stand out strongly as a contender to the BMW 3 series in departments such as interior, exterior design and cabin space. Even the rear cabin of the Alfa Romeo 159 feels more exciting than the minimalist look of the 3 Series' dashboard.

But sales figures speak other wise.

Honestly, I am unable to find any other reason other than badge appeal and the usual maintenance gripe (which happens to all continental cars anyway) to explain the reason for Alfa Romeo's sales here. But at least through this article, I am able to appeal to people who wants to go out to get a BMW or Mercedes to consider spending a little time behind the wheel of this wayward child from Italy to experience the good before deciding on the usual.

With that, I leave you with some gorgeous pictures of the 159 to hopefully help sway your opinion a little...

Credits: Story & Pictures by Jarvis Seo