Alfa is still alive in SA, but will it ever be more than a niche ...


Alfa is still alive in SA, but will it ever be more than a niche brand?

They’re a rare sight on our roads these days, so a strategy shift may be necessary to change mindsets

Motoring editor, reporter and presenter

It’s usually difficult to write a cogent review on a product from Alfa Romeo. Inevitably, the author gets sucked into a vortex of romanticism, waxing lyrical about concepts around beauty, passion and beyond.

The reality is that the brand’s performance in SA hasn’t been great for a long time. Probably not since nameplates such as Alfasud were part of daily motoring parlance. Or since the days of the stunning GTV6 3.0 of the 1980s, with its national motorsport pedigree. Well, those are some of the sentiments I’ve heard from more seasoned industry legends anyway.

Hard to believe there was a time when Alfa Romeo manufactured cars on local soil, at a facility in Brits. Or that (according to Wikipedia) between 1972 and 1989 SA had the greatest number of Alfa Romeos on the road outside Italy...

This article is reserved for Sunday Times Daily subscribers.
A subscription gives you full digital access to all Sunday Times Daily content.

Sunday Times Daily

Already subscribed? Simply sign in below.

Questions or problems?
Email or call 0860 52 52 00.

Next Article