Larry Dominique is just happy to see people talking about Alfa Romeo.
The Italian brand grabbed headlines in late August by unveiling the limited-edition 33 Stradale, a supercar that surpasses 620 hp with a twin-turbo V-6 engine or more than 750 hp in an electric iteration.
Although Alfa Romeo is building only 33 of the stylish two-seaters, Dominique said the attention the Stradale draws helps the brand's quest to build awareness in the U.S. A spokesperson said the Stradale has attracted vast media coverage around the world from nonautomotive outlets covering art, technology and luxury.
Alfa Romeo is in the midst of a brand evolution that includes delving into electrification this year with the Tonale, its first plug-in hybrid and last new model with an internal combustion engine. The brand plans to go all-electric by 2027.
Its marketing leaders have described ad spending for the Tonale launch as unprecedented in a …