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Two years ago, this luxury brand entered the Chinese market in a high profile, and sparing no effort in the early publicity, all kinds of BBA were slapped in netizens' comments, but the cruel reality slapped a loud slap in the face, and the brand seems to have disappeared in the past two years.

The brand has a long history, has a romantic name, full of feelings of the Italian brand, Alfa Romeo in the Chinese market is difficult, not only low sales, the price is appalling.

Recently, it was exposed on the Internet that a Volkswagen 4S store sold Alfa Romeo Stelvio on behalf of 426800 yuan, but now it has dropped nearly 160000 to 268800 yuan, almost selling at a 6. 3% discount. If we talk to the sales about further offers, it is estimated that the price can be even lower.

Some netizens were surprised that the prices of new cars fell so much in less than two years for the first batch of people who bought cars at the original price, and the price of second-hand cars was really unimaginable.

In fact, Alfa Romeo has been selling new cars at crazy discounts. Earlier, an Alfa Romeo car dealer offered a "60% discount" in all major channels, such as the official starting price of the car Giulia is 320000, and the dealer's discount price is more than 200,000.

As an imported niche luxury brand, Alfa Romeo matches BBA in price and product, but still fails to increase sales after the end market has offered a discount of more than 6%. What is the reason for this? I believe that many people will use the word "feelings" to contact the Alfa Romeo brand, but in reality, what really moves consumers is the brand power, quality, performance-to-price ratio, value preservation rate, maintenance after-sales, and so on. Therefore, Alfa Romeo is also destined to be a minority brand.

In addition, in the eyes of netizens, Alfa Romeo is the most attractive Giulia four-leaf clover model, the official price is 949800 yuan, the car is equipped with a reduced version of Ferrari engine, V62.9T twin-turbocharged engine can bring the maximum horsepower of 510Ps and 600Nm of torque, the official 0-100km/h acceleration time is 3.9s. Many of the car's technologies are homologous to Ferrari and can be described as a racetrack artifact.

Due to poor sales, some dealers even played posters with used Mercedes-Benz C63 and BMW M3 original prices to replace Giulia four-leaf clover version.

Alfa Romeo sales in China are difficult to find. Specific sales were announced in October 2018. Giulia sales in October were 189units, with a total of 2066 units in the first 10 months, with an average monthly average of 206units; Stelvio SUV sold 1768 units in the first 10 months, with a monthly average of less than 180units. Alfa Romeo sold only 3834 dual cars in China in the first 10 months of 2018.

In the first quarter of this year, Fiat Chrysler Group (FCA) reported a 30% decline in total shipments in the Asia-Pacific region, which officials said was mainly due to a decline in sales in China and weak sales of brands, including Maserati. The Asia-Pacific region posted an adjusted profit before tax and interest of 9 million euros (68 million yuan) in the first quarter.

Giulia's domestic competitors are Audi A4L, BMW 3-Series, Mercedes-Benz C-Class, etc., while Stelvio's competitors are BMW X3, Audi Q5 and Mercedes-Benz GLC. Alfa Romeo, which flows through Ferrari's blood, is not well known in China, and its quality is not good. More loyal fans are moved by feelings. Only to such a sales situation, fracture-like price reduction, the final damage is the brand.

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