LAST year was a very successful one for Alfa Romeo in Europe thanks mainly to the success of the eye-catching Giulietta.
In fact, the car’s sales reached 2.8% in Europe and 14.5% in Italy, the highest sales figures ever achieved by an Alfa Romeo in the hatchback segment.
In concrete terms, 2011 saw the registration of approximately 80,000 vehicles in Europe, of which 45% were in Italy (35,000). The foreign markets in which the Giulietta had its best results were the French (more than 9,200 cars), England (more than 7,000 cars) and Germany (more than 6,300 cars).
Since its launch, worldwide orders for the Giulietta have totalled almost 140,000.
Sales of the car have witnessed a preference for the top “Distinctive” and “Exclusive” levels of fitting that represent about 90% of the total.
When it comes to the engine, sales have leaned towards the more powerful versions. For example, the 170hp 1.4 MultiAir has a sales mix of 15%, about seven times the segment average in this power range.
The most popular engine is the 105hp 1.6 MultiJet that accounts for 35% of the total sales.
The most popular colour is Ghiaccio white that everyone will remember from the commercials. That was chosen for 35% of the cars sold, while the reds, an essential element in the Alfa range, represent about 6% of the total.
When it comes to red, the sport packs present in the Giulietta range were highly appreciated. Of the customers choosing the Distinctive/Exclusive fittings, almost half customised their Giulietta with the sport touch.
Giulietta immediately won over a wide and diverse public. The car has been the choice of those with an average age of 40 and a medium-high level of education, 20% of whom were women (in line with the market), while people with families represent a good half of the purchasers, compared with the segment average of a fifth.
These last two figures show an inversion of the Alfa Romeo target trend, testifying to how much the car’s elegance and practicality has been appreciated by the public.
However, Giulietta has not only been praised by customers since its launch. It has received various awards from the national and international press.
The reasons behind the success are simple. Giulietta has scored big in terms of handling and driving pleasure, quality and contained operating costs, comfort and habitability plus active and passive safety.