The streets of Miami and South Beach are filled with luxury and exotic vehicles. But few are Alfa Romeos.
Breaking into the chic market has been an uphill slog for dealers since the Italian brand's U.S. return in 2014, and a group of Alfa Romeo dealers in the area have been working for more than a year on a Tier 2 advertising strategy to build awareness.
Their efforts contributed to a double-digit gain in Alfa's U.S. third-quarter sales and have created a blueprint that soon could be adopted by other stores in critical markets around the country.
The dealers' collaboration on a campaign that has received matching dollars from Fiat Chrysler Automobiles has "gotten a lot of attention from the other markets," Scott Ritter, part owner of Planet Alfa Romeo in Miami, told Automotive News. "There's been other dealers that have looked and seen the growth down in our area in Miami and have asked people they know at the brand what's going on. I think that …