Sizing Up Its Competizione

It was a case of déjà vu at the Alfa Romeo stand when the Italian company's CEO, Antonio Baravalle introduced the black 8C Competizione that has toured the world's auto shows.

The presentation was identical to that delivered in Frankfurt a month or so ago, to the point that English speaking journalists were told to download a press pack from the Frankfurt show Web site.

However, there was one difference in that Baravalle made an interesting announcement about future developments that shows the company is changing strategy by entering two new model segments.

Saying the Competizione is the "source of inspiration" for future Alfa cars, he went on to outline five new models to be launched between now and 2010. The company is aiming to sell 300,000 units by 2010 through a strategy of new launches and opportunities for customers to personalize their cars.

In the second half of 2008 the company will launch a compact car, entering a totally new segment for Alfa. The car, said Baravalle, will offer a combination of "image and cutting-edge performance."

In 2009 consumers will see two new models; the replacement for the 147 and a limited-edition Spider (convertible) version of the Competizione. The company will enter a further new segment in 2010 with the launch of a crossover vehicle that will be a mixture of SUV and Coupe. This will be followed by the launch of a new flagship 169 sports sedan offered with V6 diesel and gasoline engines.