'Beauty is not enough' is the underlying concept of Alfa Romeo's new advertising campaign. The slogan expresses the importance of content over form. Customers are attracted to the Alfa brand by Italian styling and Italian good looks, but they also appreciate the handling and engineering of our cars when they try them for themselves. They also recognise the driving satisfaction that typifies an Alfa car over any type of road in any situation and in any weather.
The host of new products introduced at the Frankfurt International Motor Show are ideal showcases for our philosophy. The cars are indisputable stars of a display area that can be described as a film set made up of compartments. High-tech aluminium and glass cells form big curvy container-like rooms.
The setting is complemented by a great superelevated structure in aluminium, glass and steel elevation rods that will act as a press office and VIP room. A gallery open on all sides will display the Alfa Romeo range.
The place of honour goes to the new Alfa GT that will be accessible to the public for the first time. The model was created in conjunction with Bertone for original styling coupled with exhilarating performance. It represents a revolutionary new concept, i.e. sportiness combined with comfort and elegance. Three of the versions on show in Frankfurt are equipped with a 2.0 JTS 16v with Selespeed gearbox while a fourth car is fitted with the 1.9 16v Multijet.