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15 May 2001
FIAT, LANCIA AND ALFA ROMEO AT THE 31st BARCELONA INTERNATIONAL MOTOR SHOW
THREE PRESTIGIOUS BRANDS JOIN FORCES AT THE BARCELONA MOTOR SHOW
The strength of a car brand lies in its history, in the tradition it represents, in its ability to keep pace with the times and in its vitality. In other words, in its ability to reinterpret its heritage of knowledge and values to meet the needs of customers now and in the future.
True to this principle, at the Barcelona Motor Show Fiat, Lancia and Alfa Romeo display models that interpret the spirit of their celebrated names. These three illustrious manufacturers have given us some of the finest cars of any age and have never been far from the limelight since the early years of motoring.
Nowadays the three Fiat Auto brands continue to play leading roles on the market by forcing their rivals to contend with brand new styling ideas, cutting-edge technological solutions and unprecedented standards of quality, comfort and safety. The new stars that will be hard to beat are:
The Fiat Stilo, the car that Fiat (already a leader in segments A and B) intends to use to carve out a sizeable slice of the medium-sized compact market band. The substance inherent in this model's genes is evident:
The Lancia Thesis, a deluxe saloon where quality, safety, comfort and technology are all-important, as you would expect from a flagship. This car stands out among the pantheon of élite cars because it displays the extra touch of attractiveness we have come to expect from cars created by Italian designers, who are, after all, masters of design and sophistication.
The Alfa 147, 'Car of the Year 2001', a prestige compact car that is young, dynamic and just the vehicle for people who travel the world and want to change it. The 147 opens up new travelling possibilities because it is the first car on the market to offer CONNECT. Now drivers can stay in permanent contact with the outside world and the services it offers.
Three products that sum up the different personalities of our three separate brands more effectively than mere words. Three products that are aimed at specific market bands and well-defined customer groups, with their own specific tastes and needs.
Fiat Auto is the Brand of substance, fun and ingenious solutions to everyday needs.
Alfa Romeo is the Brand of dynamism and pro-active attitudes. The brand that has used cars such as the 156, Sportwagon, 166 and now the 147 to re-invent the concept of sportiness. It has become a symbol of driving emotion combined with the satisfaction of inhabiting an élite car.
Lancia is left with the task of interpreting the essence of Italian style to create cars that turn heads due to their exclusivity, charm and technological innovation.
These three quite different evolutionary strands came into being as a result of the different histories of the three Brands and the values they have stood for during their long lifetimes: more than one hundred years for Fiat and more than 90 for Lancia and Alfa Romeo. These differences are priceless to the single Group of which they are a part.
The differences between the three brands allow Fiat Auto to pursue a strong, diversified sales strategy. We can meet the demands of customers with very different needs and tastes while also following individual buyers through their driving lifetimes.
The Fiat Brand helps you make light work of buying your first car because it has always displayed an unrivalled ability to come up with easy, compact cars that offer friendliness, good value for money and clever, practical solutions.
As motorists' needs change, Fiat comes up trumps again. It offers cars designed for the family and its changing needs such as the Multipla, cars for people who work on the road such as the Marea Weekend and the ultra-new Stilo for those seeking a vision of the future.
Then again, you could choose an Alfa. These sporty, high status cars are a natural next step for the years of career success and include fast, dynamic models such as the 147, the 156 and the range-topping 166.
Or a Lancia, symbol of prestige and Italian styling with models such as the Lybra and Thesis that are the choice of those who have reached the pinnacle of their careers.
All these different products represent a host of sales opportunities for winning over and ensuring the long-term loyalty of any manufacturer's greatest asset: its customers.