You have to hand it to the Italians for design and flair. Fiat Chrysler Automobiles (FCA) launched its new Alfa Romeo Giulia model in Tokyo tonight. It is a car I’ve long been fond of given my father owned a 1970s version. In Japan FCA sales have almost quadrupled in 10 years to over 20,000 cars. Chrysler/Jeep sales are up 10x over that period as well. American cars have always struggled in Japan for the obvious reasons of narrow streets being unsuitable for Yank tanks. Jeep has put one of its cars on a photocopier and shrunk it for Japan. Boom. Target client needs and away you go. FCA CEO Pontus Haggstrom has steered the company for the lst 9 years to turn it into the fastest growing foreign brand in Japan. Impressive.
The thing I loved most about the new Giulia Quadrifoglio is that it hasn’t been built in a gluten-free multi-ethnic factory which has one eye on Johnny Polarbear. It is pure noise, speed and emotion. As the head of design said, “we want a car that rules the heart not the head”. Too true. No wonder the tag line of Alfa is “la meccanica delle emozioni’.