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Hong Kong Treatment for Fiat and Alfa

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Italy’s tiny Fiat 500 and sporting marque Alfa Romeo are making rapid inroads into brand-conscious Hong Kong, a showroom for the wider Asian marketplace, says Luis Chein of distributor Swire Motors. Fiat 500 is pitched as an upper class premium brand, quite different from marketing strategies elsewhere, showcased through Fiat Caffe, a showroom-cum-restaurant lifestyle chain. The same successful approach is to be taken in Indonesia, says Mr Chein. By contrast, Alfa Romeo ‘s selling catchphrase is: “forget anything else – just drive”, epitomising Italy’s upper end motor engineering.
Speaker: Luis Chein, General Manager – Passenger Cars, Swire Motors
Related links:
Hong Kong Trade Development Council
Swire Motors, International Automobiles Limited
Italian Chamber of Commerce in Hong Kong and Macao
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