Alfa Romeo Giulia, the most talked sedan of the moment, has been put on sale on the e-commerce platform of the Alibaba Group. In China the 350 copies of the Giulia.
“Milano limited edition” – purposely produced for this occasion – were sold in just 33 seconds for about $63,000; less than half of the price tag of the more powerful 60 Giulia Quadrifoglio which were sold for $148,000 each.
Alfa Romeo and Alibaba signed an agreement for the opening of a store dedicated to the Italian car manufacturer on Tmall website: an alliance celebrated with the Tmall “Super Brand Day”, an online promotion of the Chinese network. Rodrigo Cipriani Foresio, Managing Director Alibaba Group Southern Europe said that “The decision to launch this model exclusively on Alibaba platforms demonstrates once again the will of the Group to continue to work alongside big brands such as Alfa Romeo to offer to Chinese consumers the best of the Made in Italy.”
A similar initiative was launched last year with Maserati – another of the FCA group brand -; on that occasion 100 Levante were sold in 18 seconds, confirming customers’ desire for online luxury purchases.
According to a recent study by consulting firm L2 the tendency to bypass the traditional dealerships could significantly grow in the coming years. Moreover, by 2020 China may well become the world’s most important luxury vehicles market. With this in mind, Alfa Romeo has announced that other models in the range will soon be sold on Tmall.
Ilona Catani Scarlett