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Reliability Crucial To Alfa 159 Marketing
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MUNICH – Alfa Romeo is using. reliability as a selling point for its. new 159. . TRW Automotive supplies the Alfa Romeo 159's standard electronic .
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The maintenance incentive plus the decision by Alfa to do its 159 press launch here, in BMW’s home town and just 80km south of Audi headquarters, were clear signals from Alfa that it wants to be a more serious competitor in a segment dominated by the Germans. The person behind the bold initia- tives is Alfa Romeo CEO Karl-Heinz Kalbfell, who joined the company in January after serving at BMW for almost 30 years.
- Name: Alfa Romeo 159
Code-name: 939 - Launch: September 23 in France, Italy, Germany and Spain; October 7 in rest of con-tinental Europe; December UK and Ireland
- Platform: Premium platform that was developed with Saab, which later withdrewfrom the program. Alfa will use it also on the Brera coupe, debuting in November; onthe 159 Sportwagon, coming in January 2006; and on the new Spider, planned fornext spring. Alfa could also use it for the Kamal SUV and the 166 replacement.Maserati could base an entry-level spider and the Kubang crossover on the premium platform.
- Segment: lower premium
- Main competitors: Audi A4 and BMW 3 series
- Price: E28,000-E40,000 (preliminary)
- Investment: E900 million
- Plant: Pomigliano d’Arco, Naples, Italy
- Production: 30,000 by the end of the year, over 110,000 in a full year
- CO2: From 159g/km (1.9-liter diesel) to 270g/km (3.2-liter gasoline)
- Euro NCAP: not tested
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