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Alfa said that the Germans are boring - and it's anything but.
It's been difficult to keep track of the amount of false starts, false promises and ultimately meaningless PowerPoint presentations that Alfa Romeo has come up with in recent years about how it will turn into a credible automaker again .
Today, however, we finally have something tangible A 503bhp Ferrari -Powered V6 sports sedan, not less beautiful.
At a launch event at the historic headquarters of Alfa Arese, the new Giulia was of course the star before the covers came out well, the boss Harald Wester Alfa delivered a quite remarkable speech that was taking title itself which marks the premium car makers today as boring.
The passion and identity was important to brands, said Wester But we have become accustomed to brands and they are very similar, they all look they're the same size, the same power, the same features, but they're interchangeable reproducible.
Even premium brands offer the same products Some are more stylish, sportier, more technology, but no one really knows the difference when they are behind the wheel.
They're good products, but cold and technocratic you exaggerate can say they are boring they kit and power, are quiet and safe, but they're boring.
Wester considers that the manufacture and creation are not the same, and began designing the next generation of Alfas allowing the driver to be at center of the car again and create the car around, rather than making the car and the driver put into it.
Alfa will now hope that the market for cars built by car enthusiasts for enthusiasts, as Fiat boss Sergio Marchionne described the people who inhabit the Alfa skunkworks division responsible for new models, buy in the relaunch of the brand.
It would be comforting to think Alfa is right, provide cars do indeed live dynamic promise for today.
By 2018, there will be eight Alfas built this philosophy to choose, with the expected increase of six times the sales of 2014 to 400,000 units by 2018 Sergio Marchionne believes these figures are achievable only because of the strength brand, but of course, these products must provide.
The newest model of Alfa 4C posed more questions than answers to give an idea of the new, more targeted Alfas.
That also was built with the mind of a pure model, driver-focused but went too far in the other direction and is placed at the point where he feels nervous, and the truth ready to let go at any time.
There is no shame in using modern technology to enhance the experience of the driver, to enhance rather than inhibit performance and torque vectoring tastes and new braking system on the new Alfa Giulia suggests might be suitable.
However, new Alfas turn, Wester will surely be given right about one thing that they won t be boring.
Alfa said that the Germans are boring and it is anything but Autocar, Alfa says, Germans, boring.