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Tonale Ad Campaign To Begin ?

274 Views 5 Replies 4 Participants Last post by  NYCtonale, 
T
We all know that US sales of Alfa Guilia and Stelvio models are down since 2021. The lack
of Alfa brand awareness is one major reason.
Another reason is public perception that Alfa brand is unreliable although this has improved in recent years. Stephanie Goldstein is Alfa’s advertising executive should be doing more to help with brand awareness and this US Automotive article might be her first effort todo so.

Alfa Romeo leverages Tonale to build brand awareness in U.S.
Alfa Romeo is investing heavily in advertising built around the plug-in hybrid crossover arriving this month to draw new customers and reverse declining U.S. sales.


May 13, 2023 12:00 AM
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C.Q4
I hope they do something. I have noticed an increase in high quality banner ads from Alfa for the Giulia/Stelvio (not dealer ads, real Alfa ads) and YouTube sponsored videos. They have also been running magazine ads in the Alfa Owner (AROC) magazine for months.

When I spoke to Larry D he mentioned they would focus on digital, not TV. They need to do a marketing blitz to increase awareness.
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Agree digital ads are need. A few short TV spots would help announce new models.
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P
People's perception is hard to change. Just looks at all the negatives against EVs, even after more than a decade of practical EVs on the road. Rather than ads, a more practical approach is to give potential customers reasons to try. Tesla is very good at that and they never use any ads.

If I'm in charge at Alfa, I would sharpen the pencil on their lease rate. In quite a few Youtube reviews, the reviewers all said it is a good car, and if you are concern on Alfa's reliability just lease it.
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Phil said:
People's perception is hard to change. Just looks at all the negatives against EVs, even after more than a decade of practical EVs on the road. Rather than ads, a more practical approach is to give potential customers reasons to try. Tesla is very good at that and they never use any ads.

If I'm in charge at Alfa, I would sharpen the pencil on their lease rate. In quite a few Youtube reviews, the reviewers all said it is a good car, and if you are concern on Alfa's reliability just lease it.
Click to expand...
Hyundai went from zero to what it is today based on adopting a ten year/100K warranty. Alfa needs to increase its warranty period from 4 years to maybe 8 years as proof its cars have improved reliability. Especially now that it will become an all electric car brand.
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NYCtonale
saw this commercial over the memorial day weekend. Can’t remember what “channel”, might have been magnolia network… nice to see some exposure, but compared to the number of times I’ve seen the hornet commercial it’s not even a drip in the bucket.
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