Chrysler defines luxury for Alfa-Romeo

This event report describes how Alfa-Romeo, the automotive brand, was relaunched after gaining valuable insights into the luxury car buyer and positioning itself as a different kind of car.

Chrysler defines luxury for Alfa-Romeo

Geoffrey PrecourtWarc

It's a branding proposition born of a number of disciplines, among them anthropology, design, ethnography, and a variety of other social sciences. It looks to attract customers who are not just consumers but "soul mates" who experience a brand whose performance "is so agile that it… is magnetic and as receiving the thrill of a first kiss or a first love." In short, the product is "not just beautiful." It's "seductive."

In the late '80s, premier automotive brands began to think in terms of attitudes instead of attributes. Nissan's Infiniti infamously...

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