Alfa Romeo returns to the Geneva Motor Show with a spectacular booth that unfolds like a winding, dynamic road, the ideal place to present the world première of the Alfa Romeo 4C, the ‘compact supercar’ which represents the true essence of a sports car, embodying the authentic values of the brand: Italian style, performance, and technical excellence, offering maximum driving satisfaction in total safety.
Designed by Alfa Romeo and produced in the Maserati plant in Modena, the beguiling mid-engined rear-wheel drive coupé with 2 bucket seats will be available for purchase in 2013 and it will be the first car to mark the return of the Italian brand to the United States and thus inaugurate Alfa Romeo’s global growth plan. Derived directly from the concept which raised many eyebrows in wonder at the Geneva Motor Show in 2011, the Alfa Romeo 4C uses technologies and materials derived from the 8C Competizione – carbon, aluminium, rear-wheel drive – and technologies from the latest standard models from Alfa Romeo currently on the market, but thoroughly developed to enhance the sports appeal of the new car to the full. This is demonstrated by the new 1750 Turbo Petrol engine with direct injection and aluminium block, the sophisticated “Alfa TCT” twin dry clutch transmission and the Alfa DNA selector with the brand-new Race mode.
A length of approximately 4 metres and a wheelbase of less than 2.4 metres: these dimensions on the one hand emphasise the car’s compact attributes while also accentuating its agility on the other. In addition, the excellent dynamic features of Alfa Romeo 4C are confirmed by a weight to power ratio of less than 4 kg/HP; it’s a value worthy of a real ‘supercar’. This vehicle quite simply screams Alfa. Its sports car soul creates a unique driving sensation, both on the road and when racing, where its velocity and transverse acceleration become even more demanding.
The public at the Geneva Motor Show will be able to admire some examples of the Alfa Romeo 4C on display and will even be able to get hands-on experience of the most innovative technological content: the engine-transmission unit dissected so that you can see its tiniest details and the suspended carbon fibre chassis to emphasise its lightness, surrounded by a transparent profile which takes up the line of the 4C to help visitors contextualise the position of the body in relation to the body of the car.
Beside the Alfa Romeo 4C, the booth will also be exhibiting two MiTo vehicles: a Limited Edition Superbike 170 HP of 200 models and a Superbike 1.4 135 HP TCT Special Series, customised with the original SBK kit. Both special versions are inspired by the MiTo, Official Safety Car of the “FIM SBK Superbike World Championship”, a witness to the winning team of the brand and the Championship, starting in 2007, that best conveys Italian motor racing style and experience around the world.
The spotlights will also be trained on the Alfa Romeo Giulietta which will be débuting the brand-new Veloce (“Fast”) version in Geneva, an evocative name from the Alfa Romeo tradition, devised in 1956 together with the Giulietta. The versions bearing this name were created with the specific purpose of identifying cars distinguished by specific equipment which emphasised their sports character. Today, just like then, the Giulietta Veloce responds to the needs of a clientèle looking for contents and styling details with a particularly distinctive and sporty spirit. The end result is a striking car that expresses Alfa Romeo values in the very best light.
Alongside these new products, the public will also get the chance to admire the powerful Quadrifoglio Verde and the Giulietta equipped with the exclusive “QV Sportiva” pack, dedicated to all customers looking for a car with exciting performance, top-level technological equipment and distinctive styling.
Both the cars and a dedicated area of the booth will show the exclusive accessories produced by Mopar®, the Fiat Spa and Chrysler Group LLC division that deals with Customer Service activities and Parts & Service operations. Specifically, the Alfa Romeo MiTo SBK is equipped with rear dam and side skirts, while Giulietta offers carbon parts – such as the spoiler, door mirror fairings, the gear knob and dashboard inserts – as well as the velour mats with the ‘Giulietta’ logo and customised valve caps. The Mopar® display is to be completed with the merchandising products dedicated to the Alfa Romeo 4C supercar shown in special display cases.
For the Brand, the World Première of the Alfa Romeo 4C represents the occasion to launch the exclusive merchandising collection inspired by the new ‘super compact’, created working closely with Mopar®. Thanks to the support of the Alfa Romeo Style Centre, the products were conceived and produced to reflect the sports essence of the new model and reinforce its premium identity, both in the design and in the materials used (aluminium, carbon, leather). This way, the connection between the model and the products of the merchandising line is clear and indissoluble.
The product range, the development of which was coordinated by Mopar®, includes various types of item: the more iconic, able to express the brand’s image and the content of its DNA to the full, such as the all-carbon long-board, the aluminium luge and the carbon sunglasses. Then, those characterised by fashion and lifestyle, such as the high-impermeability raincoat, the carbon-brushed sweatshirt with softshell inserts and the waterproof backpack. A more technological area is occupied by the ski goggles or snowboard with GPS connection for augmented reality, the ceramic clock and the handmade carbon and aluminium pen, while the car-shaped USB drive and the carbon cover for iPhone or iPad are more geared towards fun.
What’s more, in response to the huge demand from fans of the Brand, Alfa Romeo and Mopar® are launching the new e-commerce portal right in Geneva. Within the portal, you can purchase all merchandising products, including the high-quality Alfa Romeo vintage line and the new line dedicated to the 4C, plus a vast range of accessories for personalising your car.
Alfa Romeo will be offering visitors to the Geneva Motor Show 2013 an original experience linked to the launch of the Alfa Romeo 4C. Specifically, the exhibition space will be fitted with a laboratory with two latest-generation 3D printers which will be producing, in real-time throughout the show, a limited series of gadgets in PLA, a biodegradable plastic, mirroring the style of the Alfa Romeo ‘compact supercar’. Visitors who wish to collect their own unique and customised item free of charge can reserve it on the website: 4c.alfaromeo.com. Once at the booth, they will be invited to select the colour of the reserved item using an interactive panel and witness its physical production with their own eyes, layer after layer, then collect it. Indeed, 3D printers make it possible to create any item and they are the last frontier in digital customisation. Conceived by Seac02, this initiative is implemented with the collaboration of Fablab Torino, the first Italian ‘fabrication laboratory’ specialising in production and digital fabrication.
Finally, visitors will be introduced to the products of FGA Capital, a finance company specialising in the automotive sector, through illustrative materials and dedicated media at the booth. The finance company is operative in all the major European markets, and in Switzerland with Fidis Finance, with a sole mission: to support the sales of all Fiat Group Automobiles brand vehicles by offering innovative financial products with high added value services targeted to the dealership network, private customers and companies.