There is a "personalization" trend in almost all the markets today. Buyers are not happy anymore with just having something that a few million others also have. The first moves the car manufacturers did to meet this demand was offering options, but now they are starting to see that this is not enough anymore. They are starting to offer real customization programs and Alfa Romeo just announced theirs: the Unique Alfa or Alfa Unica customization program.
The Unique Alfa offers three levels of personalization: Vintage, which obviously is all about tradition, Collezione targeting the world of fashion and TI (Turismo Internazionale) which is all about performance and racing.
Alfa Romeo Press Release:
The new ‘Unique Alfa’ Customization Program
‘Exclusiveness and personality’ have always been distinctive features of the Alfa Romeo brand, a fact borne out by the broad choice of bodies, engines, exterior outfits, interior furnishings and options, enabling customers to order the car that meets their needs and their desire to be different.
To extend this broad choice even further, and in response to the growing number of requests from the market, Alfa Romeo has now developed the ‘Unique Alfa’ Customization Program, a new departure for the brand that will enable customers to make their cars even more refined and exclusive.
The Alfa Romeo Customization program has been available on the entire range for a couple of months, and was born out of the experience of the Alfa 8C Competizione, the model that the brand has chosen to define its strategies with precision and authority. One of the winning
features of this lovely GT is the fact that it was conceived to cater for every whim of competent, refined customers, who wish to state their personality by the way they configure their car, transforming a car that is already exclusive into something unique. By the same principle, the ‘Unique Alfa’ Program, the expression of the best Italian products, now extends this opportunity to the other Alfa Romeo models. Alfa Romeo is one of the most prestigious brands in motoring history, and it indubitably conjures up the art of Italian living, expressed in a perfect synthesis of tradition and modernity, heritage and the avant-garde, beauty and culture.
And it is thanks to this propensity for art and beauty that the Alfa Romeo Customization Program has taken shape, developing into three different areas that identify the brand’s exclusive values and make its relationship with its customers unique.
The first area, known as ‘Vintage’, reinterprets Alfa Romeo tradition with elegance and modernity: intriguing colors that conjure up the Dolce Vita or victories on the world’s most prestigious racing circuits, chromatic treatments that recall the timeless emotion of the prestigious finish, and upholstery crafted with the care and precision typical of a craftsman’s workshop.
‘Collezione’ is the second area, which invites
customers to explore the world of fashion and elegance. The interiors are designed to recreate a sensation of well-being and beauty, underlined by the materials chosen to give a feeling of sensory involvement: soft, perfumed leather covers the seats, facia, and panels; the stitching reveals and underlines the sinuous, elegant shapes; the real metal inserts propose different finishes. On the exterior, multi-layer lacquered paints give an extra touch of elegance to the lines of the body, drawing attention to the ornamental elements and the alloys with their luminous sparkle finish.
The third and final area of the ‘Unique Alfa’ program is ‘TI’ (Turismo Internazionale), which obviously harks back to Alfa Romeo tradition, where racing and competitions have always played an important part in the development of cutting-edge technologies designed to guarantee the proverbial enjoyment of driving an Alfa Romeo, and safety in all driving conditions. The heritage of technological culture and a passion for the product have laid the foundations for the development of this area, which addresses customers who are particularly demanding where performance, dynamic behavior and sporty personality are concerned, with mechanical components such as a low stance, boosted braking system, alloy wheels and high performance tires. And in the immediate future, this exciting catalogue will also incorporate other features to raise the performance of the powerful Alfa Romeo engines even higher.
