Alfa Romeo: Made in Italy prowess undermined by misguided marketing strategies

“Alfa Romeo, a brand that evokes the history and culture of Italy, finds itself in the middle of a debate that touches the heart of our country’s industrial identity. The decision to name a car after an Italian city, a symbol of style and design, despite producing it abroad, raises important questions related to the concept of the ‘Italian voice’, a phenomenon known in the agri-food sector, but. which now also seems to be spreading to the automotive industry. No one agrees that wine produced abroad can be sold as Italian. This principle cannot focus only on food but must involve all sectors. Marketing must be clear. We wonder what would have happened, in terms of sales, if the controversial car had been re-named ‘Stellantis Tychy’”. He explains it Martina Donini, national president of Udicon (Consumer Protection Union.
“In an era in which the effects of globalization seem to blur the identity and origin of products and brands – he adds – we emphasize the importance of defending the honor of Made in Italy. Alfa Romeo, an icon of our industry, risks losing its original link with Italy and, in particular , and the city of Milan, the center of his foundation and the place of many inventions.”
For Donini, “the question of the Minister of Trade and Made in Italy, Adolfo Urso, is well posed and makes us think. A decisive action is needed to ensure that the value associated with Made in Italy is truly deserved and not interrupted by marketing strategies that can mislead. The market is that we think “golden power” on Italian brands, to ensure that Made in Italy continues to be synonymous with unquestionable Italian quality and to protect our industrial heritage”.
“We are at a crossroads: either we allow the idea of ​​Made in Italy to dissolve in the sea of ​​compromise – at that time we agree to buy “Asian ham” or “American tomato”, or we wake up and launch again. uniqueness and integrity of the true meaning to produce and create in Italy. The choice is not only economic, it is an identity choice,” he concludes.