Last Auto news – Alfa plays name game

Last Auto news – Alfa plays name game The number’s up for the next generation of Alfa Romeo models

Auto Express can reveal that company bosses are considering scrapping their current numerical badge system and re-introducing the marque’s legendary Italian names.

“We have numbers that nobody remembers and a history of well known names,” said Alfa boss Antonio Baravall. He also revealed that a meeting is planned for two months’ time when a final decision will be made, but the first model to be given one of the firm’s famous old badges is the new Junior hatchback.

Internally referred to as the Racer, the car is expected to get the legendary name when it goes on sale in the UK next autumn. Aiming to attract new drivers to the Alfa brand, the four-metre-long hatch will be pitched squarely at BMW’s MINI.

Other names from the past that could resurface include Giulietta and Alfasud, but bosses are conscious of achieving the right image. UK marketing director Nicholas Bernard said the maker must be cautious with titles that might appeal only to enthusiasts. “We don’t want to become an anorak or an outcast,” he added.

The new naming structure comes at a time of radical change for the firm’s dealer network. Following an assessment of showroom standards, the company has dramatically sacked 60 per cent of them. By the end of the year, the overhaul will be completed, leaving the marque with only 50 UK outlets. Bosses are keen to get customer service right before the Junior arrives, and also ahead of the launch of facelifted versions of the 159, Brera and Spider in 2009.