PROJECT INFORMATION

Alfa Romeo is world renowned for its Italian heritage and racing legacy. Operating in 55 nations and offering eight models, the brand is seeking further expansion into the Asian region.  Alfa Romeo has targeted Mumbai, India for the expansion of its brand in Asia. The Indian luxury automotive market is characterized by an emerging middle and wealthy class, increased disposable incomes, an aspirational younger demographic, and a year-over-year growth of 18%. Alfa Romeo will enter the pre-existing Landmark Jeep Dealership in Mumbai. The promotional strategy of Alfa Romeo India includes omni-channel integration of billboards, social media, digital marketing, public relations events, trade shows, commercials, and magazine advertisements. The three-year sales forecast of the expansion shows healthy financial performance with profits reaching $5.2 million in 2021. Financial success in India is due to low labor costs, financial support from the FCA, generous profit margins, consumer purchasing power, and promising industry growth.