Alfa Romeo (UK) Sharpens Marketing

Alfa Romeo (UK), which is planning a major sales push with sporty diesel versions next year, has recently appointed BDW, a Midlands-based marketing agency, to operate a retail marketing programme across its network of franchised dealerships.

Under recently appointed Alfa Romeo (UK) marketing director, Robert Frost, the company is working closely with BDW and Alfa Romeo’s dealer network to identify individual marketing priorities and create, develop and deliver relevant, cost-effective solutions. This will cover all aspects of direct marketing, events promotions, sponsorship, PR and advertising at dealer level.

"This appointment will greatly assist Alfa Romeo’s field team in improving the commercial performance of our dealer network," says Robert Frost, "as well as ensuring that all local activity supports the delivery of the brand message to our customers and prospects. We are extremely pleased with the progress being made."

BDW’s appointment comes as Alfa Romeo (UK) prepares to increase its presence in the burgeoning diesel market. Early next year the company will be introducing a 1.9 litre JTD direct injection turbodiesel version of the Alfa 147 hatchback, as a precursor to the arrival of second generation JTD Multijet turbodiesel technology in both the 156 sports saloon and 147 hatchback ranges later in the year.

Published 30 October 2002 Melanie Carter
 

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