Automakers

Alfa Romeo CEO discusses product push, matching BMW on price

Alfa Romeo CEO Jean-Philippe Imparato with the Tonale
"Our pricing benchmark is BMW in every region," Alfa Romeo CEO Jean-Philippe Imparato said. "To me, pricing is not a selling tool, it's a lever to improve a brand's positioning. You can't build a premium brand if you are under pressure to reach high volumes." (Mattia Baruffaldi)
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February 09, 2022 05:00 AM