Alfa Romeo MiTo Launched

Friday 11 July 2008, 00:00 AM by Rishi

Alfa Romeo Automobiles recently launched its new model MiTo for markets in the UK and Japan. According to Luca De Meo, Chief Executive Officer for Alfa Romeo and Chief Marketing Officer for Fiat Group, the new car MiTo is targeted towards the whole new market segment and the company shall push the brand name to a wider audience. The company has broadened its model range that shall now also cater to younger audience including women. Earlier, the branding was more inclined towards being a sports car aimed at men. De Meo also stated that the company plans to return to the US market where it has been absent for a long time. Alfa Romeo fans are present all over the world, even in markets where it is not sold.

Alfa Romeo does not have any plans for India, nevertheless, the parent company, Fiat Group, already has large expansions plans in the country. Currently, Fiat has several model lined up for their launch in India. 500 and Palio Stile, Grand Punto, Linea are some of the models that have already been announced for their prospective launch in the country by 2009-10.

Looking at the small car segment in India, MiTo shall not be a feasible option for the company either. If the car is imported, it shall be priced at whopping 30 lakh or more owing to the 105% duty on CBUs. On the other hand, the small car segment is mainly dominated with cars priced around Rs. 5 lakh or below.

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