New Alfa Giulia for those who want 'different'

Potential owners with 'an appetite for something different' are part of the target market for the Alfa Romeo Giulia, which sells in Ireland from €39,995, writes Brian Byrne.

MD of Fiat Chrysler Auto Ireland Paul Hunt says the car is aimed at those who want a premium car, 'but not what their neighbour has in the driveway'.

Speaking to Irish motoring journalists today, he said volume aspirations for what is a key model for the brand 'are conservative', but the company is expecting conquest sales from German rivals BMW and Mercedes-Benz as well as selling to the core base of Alfa Romeo lovers.

The Giulia's key competitors are the BMW 3 Series, the Mercedes-Benz C-Class, Jaguar's XE, and the Audi A4. The Alfa Romeo strategy is based partly on having the Italian car stand out in terms of specification against these, and also building on the sporting heritage of Alfa Romeo, which goes back to the 1920s.

The original car with the Giulia nameplate was launched in 1962, and was the fastest car in its segment. In its range-topping Quadrifoglio version, the new Giulia is also the fastest car in its class ... albeit costing almost €100,000.

The engines in the new car are all brand new — 2.2 diesels in 150hp/180hp versions, a 200hp 2.0 turbo petrol, and the 510hp 2.9 V6 with a stunning 3.9s sprint capability to 100km/h. In RHD markets the car is only available with a 8-speed ZF automatic gearbox.

There are four grade options, the entry plain Giulia, the Super, Super Sport, and Super Lux. The price 'walk' from entry to Super is €2,000, while a special promotion of €171 extra to that for either Super Sport or Super Lux offers sporty or luxury trim and fittings extras.

A 2.9pc APR finance offer with a 30pc deposit on the ordinary grades provides PCP payments from €436p/m.

Alfa Romeo has six dealerships in Ireland. Paul Hunt said the brand will be focusing on raising the standards within the existing network for the moment, rather than expanding it. He added that the dealerships will be selling both Alfa Romeo and Jeep brands.