Alfa Romeo wants women buyers.
Eighty percent of Alfa buyers are men. With the new 147, the goal is to double the number of women buyers.
'We are expecting the 147 to attract a much higher percentage of women buyers - up to 40 percent,' says Federico Goretti, marketing director for Alfa Romeo in Great Britain.
In 1996, total Alfa production was 113,800 units. In 1999, after the launch of the 156, it was 208,336, growing to 235,000 last year and a predicted 280,000 this year.
That is impressive by any standard. Now the 147, a replacement for the 145/146, is the European Car of the Year 2001. It is ahead of the Ford Mondeo, which had been the favorite.
The United Kingdom sales goal for the 147 this year is a modest 5,500. But with 40,000 orders taken across Europe in the two months the 147 has been on sale, it is probably all of the right-hand drive production that Alfa Romeo GB can expect to squeeze out of the factory at Pomigliano D'Arco.