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    Alfa Romeo: A Love Letter With Suggestions For Improvement

    “Once an Alfa Man, Always an Alfa Man.”

    Image | Monochrome Watches

    Alfa Romeo holds a special place in my heart, as my father used to own several Alfa Romeo models, including the Alfa Romeo 1750, Alfa 75, and Alfa Romeo GT 2000 Veloce. Today, I proudly own an Alfa 164 Super 3.0V6 24 Valves, which is known as the Alfa 168 in Malaysia due to cultural beliefs. I am writing this article to express my genuine love for Alfa Romeo, highlighting its captivating design, exhilarating engine sound, exceptional handling, rich heritage, and impressive torque and power delivery.

    Addressing Improvements Directly to the CEO

    As an avid fan, enthusiast, and owner, I would like to provide some suggestions for improvement directly to the CEO of Alfa Romeo. Although I am not an engineer, I believe that my insights and experiences can contribute to the betterment of Alfa Romeo’s offerings.

    1. Electrical Reliability. One area of improvement is the electrical reliability of Alfa Romeo vehicles. The sockets, harnesses, switches, and plastic components are often flimsy, prone to corrosion, and susceptible to melting. I suggest putting ego aside and learning from Japanese automakers such as Toyota, Mitsubishi, and Nissan. Their harnesses, switches, and plastic parts have stood the test of time, remaining intact even in cars that are 20-30 years old.
    2. Tropicalized Air Conditioning System. To cater to the hot climate in Asian countries, it would be beneficial to tropicalize the air conditioning system of Alfa Romeo vehicles. This includes optimizing the hoses, air-conditioning louvers, and blowers for both the front and rear sections. Additionally, providing separate or isolated blowers for the rear end would enhance passenger comfort.
    3. Engine Cooling System. Alfa Romeo should consider refining the engine cooling system. This includes selecting a thermostat that operates at a lower temperature, around 82 degrees, and adjusting the fan speed and sensor activation for optimal cooling. Furthermore, the thickness of the radiator and the ventilation from the front grille should be adjusted to suit the hotter climates experienced in Malaysia and other Asian countries.
    4. Electrical Issues. It is unfortunate that Alfa Romeo vehicles often experience electrical issues, such as faulty signals, headlights, interior lights, and instrument panel lights that intermittently turn on and off. Addressing these electrical concerns would greatly enhance the overall ownership experience.
    5. Availability of Parts for Older Models. The scarcity of parts for older Alfa Romeo models poses a challenge for enthusiasts and owners who wish to maintain and restore their beloved cars. Alfa Romeo should consider catering to the needs of these enthusiasts by ensuring the availability of parts for their older models, as their passion and admiration for the brand remain strong.
    6. Technical Training and Support. To further support Alfa Romeo owners, it is crucial to establish a robust Technical Training personnel team as well as an Alfa Romeo Asia Pacific Training Ground and Spare Parts Centre. This would provide comprehensive support for both new and older Alfa Romeo owners, fostering a stronger sense of community and brand loyalty.

    Maintaining the unique allure of Alfa Romeo while enhancing its reliability, as Japanese makes, can be a challenging yet achievable goal. Here are some strategies to consider.

    1. Reliability-focused Design and Engineering. Adopt a design and engineering philosophy that places a strong emphasis on reliability from the initial stages of vehicle development. Incorporate robust and proven components, materials, and manufacturing processes that have a track record of reliability. Implement comprehensive testing and validation procedures to identify and address potential issues before production.
    2. Quality Assurance and Manufacturing Processes. Implement stringent quality assurance protocols throughout the manufacturing process. This includes rigorous inspections, quality control checks, and thorough testing at various stages of production. Continuously monitor and improve manufacturing processes to ensure consistent quality and reliability.
    3. Long-term Testing and Durability. Conduct extensive long-term testing and durability assessments under diverse driving conditions and environments. Simulate real-world scenarios to identify potential weaknesses and areas for improvement. Address any discovered issues promptly to enhance the long-term reliability of Alfa Romeo vehicles.
    4. Supplier Collaboration and Selection. Establish close partnerships with trusted and reliable suppliers who share the commitment to quality and long-term reliability. Collaborate with suppliers in the early stages of vehicle development to ensure the selection of high-quality components that meet the required standards. Conduct regular audits and quality checks on suppliers to maintain consistent quality levels.
    5. Proactive Recall and Service Campaigns. Implement proactive recall and service campaigns to address any potential reliability concerns promptly. Communicate openly with customers, providing transparent information and timely resolutions to build trust and confidence. Prioritize customer satisfaction and ensure that any issues are resolved swiftly and efficiently.
    6. Comprehensive Warranty and Service Packages. Offer comprehensive warranty and service packages that instill confidence in customers. Extend warranty coverage to a competitive level and provide reliable and accessible service networks. Invest in training and equipping service personnel with the necessary skills and tools to diagnose and repair issues effectively.
    7. Continuous Improvement and Feedback Loop. Establish a robust feedback loop with customers and enthusiasts to gather insights and identify areas for improvement. Actively engage with Alfa Romeo owners through surveys, forums, and social media platforms to understand their experiences and expectations. Incorporate customer feedback into product development and improvement initiatives.
    8. Reliability Track Record and Transparency. Demonstrate and communicate Alfa Romeo’s commitment to reliability by sharing the brand’s reliability track record and performance metrics. Highlight improvements made over time and showcase any awards or recognition received for reliability. Maintain transparency in addressing any reliability concerns and the steps taken to rectify them.

    By combining the unique characteristics that make Alfa Romeo captivating with a steadfast commitment to reliability, the brand can continue to cater to car enthusiasts while attracting a broader customer base. Striking the right balance between performance, style, and dependability will strengthen Alfa Romeo’s position in the market and enhance its appeal among automotive enthusiasts.

    By addressing electrical reliability, enhancing the air conditioning and engine cooling systems, resolving electrical issues, improving parts availability for older models, and establishing dedicated technical training and support centers, Alfa Romeo can further elevate the ownership experience for enthusiasts worldwide.

    The love-hate relationship

    In the depths of our hearts, as passionate Alfa Romeo enthusiasts, we embrace our beloved Alfas with a unique blend of love and frustration. We understand the quirks and idiosyncrasies that come with owning an Alfa, for it is this very complexity that has woven the threads of our affection so tightly.

    Yet, we yearn for more. We yearn for the day when our Alfas will possess the unwavering reliability that rivals the Japanese makes. A day when we can embark on every journey with unwavering confidence, knowing that our Alfa will conquer the road ahead with steadfast dependability.

    As we express our desires for greater reliability, let us never forget the essence and spirit of Alfa Romeo. Let us preserve the very soul that sets these cars apart—their design that ignites passion, their engine sound that echoes through our hearts, their agility that dances with every curve, and their rich heritage that fuels our imagination.

    May the strides towards improved reliability not dilute the essence of Alfa Romeo, but rather, may they harmonize with the brand’s illustrious history, creating a symphony of performance, elegance, and dependability.

    Currently, Alfa Romeo’s product lineup appears to be lacking, with only the Stelvio and Giulia prominently featured. In my humble view, for Alfa Romeo to thrive, it is crucial to broaden its offerings and establish a diverse range of vehicles in the B-Segment and C-Segment. Introducing another Mini SUV and possibly a captivating coupe to rival the likes of the Mercedes E-Class Coupe could prove beneficial.

    Expanding the product range would not only cater to a wider audience but also allow Alfa Romeo to retain its premium racing heritage. By maintaining a focus on performance and elegance, while simultaneously diversifying the lineup, Alfa Romeo can tap into new market segments and capture the attention of a larger customer base.

    Furthermore, having a robust portfolio of vehicles would enable Alfa Romeo to achieve economies of scale, improve revenue velocity, and enhance its overall competitiveness in the automotive industry. By offering consumers a greater array of choices, Alfa Romeo has the potential to reestablish itself as a formidable player in the market and generate substantial revenue for the company.

    Image | Car and Driver

    Expanding the product lineup

    Here are some pointers to consider for expanding the product lineup of Alfa Romeo.

    1. Market Research. Conduct thorough market research to identify emerging trends, customer preferences, and gaps in the market. This will help in determining the most viable segments and types of vehicles to introduce.
    2. B-Segment and C-Segment Vehicles. Develop a range of vehicles in the B-Segment and C-Segment categories to cater to a broader audience. This could include compact cars, hatchbacks, sedans, and crossover SUVs. Strive to strike a balance between performance, style, and practicality to appeal to a wide range of customers.
    3. Electric and Hybrid Options. Embrace the growing demand for electric and hybrid vehicles by introducing Alfa Romeo models with electrified powertrains. This will not only cater to environmentally conscious customers but also position Alfa Romeo as a forward-thinking and innovative brand.
    4. Mini SUV/Crossover. Consider adding a compact SUV or crossover to the lineup, targeting the rapidly expanding segment. This will tap into the popularity of SUVs while maintaining the brand’s distinct design language and performance characteristics.
    5. Luxury Coupe. Explore the introduction of a captivating coupe model that combines elegance, sportiness, and cutting-edge technology. A sleek and stylish coupe can attract customers seeking a thrilling driving experience without compromising on comfort and refinement.
    6. Special Editions and Performance Variants. Create limited-edition models and high-performance variants of existing vehicles to cater to enthusiasts and brand loyalists. These exclusive offerings can generate excitement, boost brand image, and attract customers who value uniqueness and exhilarating performance.
    7. Collaborations and Partnerships. Consider strategic collaborations or partnerships with other reputable brands to expand the product lineup. Joint ventures can bring together expertise, resources, and technologies, leading to the development of exceptional vehicles that merge the strengths of both brands.
    8. Emphasize Heritage and Racing Pedigree. Infuse each new model with Alfa Romeo’s rich heritage and racing pedigree. Highlight the brand’s DNA of passionate performance and Italian craftsmanship, creating an emotional connection with customers and distinguishing Alfa Romeo from competitors.
    9. Customer Feedback and Demand Analysis. Regularly gather customer feedback, conduct surveys, and analyze demand patterns to understand market preferences. Incorporate this information into product planning and development processes, ensuring that new models align with customer expectations and desires.
    10. Brand Cohesion and Consistency. While expanding the product lineup, maintain a cohesive brand identity and design language across all models. This will ensure that each Alfa Romeo vehicle is instantly recognizable and reinforces the brand’s unique character and allure.

    By considering these pointers, Alfa Romeo can successfully expand its product lineup, offering a diverse range of vehicles that captivate customers and propel the brand to new heights of success.


    In the midst of this love-hate relationship, we hold onto our Alfas with unwavering affection, hopeful that with each passing day, Alfa Romeo will continue to refine and perfect their craft, delivering vehicles that inspire unyielding devotion.

    For it is in the crucible of these emotions that the true beauty of our love for Alfa Romeo shines—a love that transcends imperfections and embraces the profound connection between man and machine. In the end, let us unite as Alfa enthusiasts, always yearning for the evolution and improvement of our beloved brand, while cherishing the essence that makes Alfa Romeo an automotive legend.

    With love in our hearts and hope in our souls, we remain faithful to our Alfas, forever embracing the enduring legacy and spirit of Alfa Romeo.

    I firmly believe that by embracing these suggestions, Alfa Romeo will continue to capture the hearts of enthusiasts, solidifying the mantra, “Once an Alfa Man, Always an Alfa Man.”

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    An entrepreneur, business coach, rally, and race driver with a passion for entrepreneurs and talent development. A certified business & leadership coach, a part-time motoring journalist, and an automotive TV host.He served in various automotive companies, including PROTON, DRB-HICOM, General Motors, Kleemann, and KIA; gained experience in branding and international sales & marketing while serving in Rayong Thailand, Copenhagen Denmark, Singapore, Europe, and the ASEAN markets.He provides Business & Leadership Coaching, Corporate Training, Advanced & Performance Driving Classes, and Talents Development programs. You can email him via the given link.

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