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Alfa Romeo says it will attempt to address any potential customer concerns with the reliability of its vehicles with a new approach to customer service and experience.

Speaking with CarAdvice at the launch of the Alfa Romeo 4C in Sydney, newly appointed boss of Fiat Chrysler Australia Pat Dougherty admitted that Alfa hasn’t always delivered the aftersales experience customers expect of the brand but promised the future would be different.

“I think when we have had those situations in the past we haven’t always done all the things that we needed to do to move this brand upscale and now we are doing it,” Dougherty said.

The main change will come with designation of responsibility at the dealership level, the local boss explains.

“One person deals with you until it’s fixed. You don’t have to get pinged to other people. They deal with you from start to finish. When you bring your Alfa into a dealer [for a service] they [will] give you an Alfa to take away.”

Alfa Romeo 4C_02

Nonetheless, part of the soon-to-arrive product’s new mantra will be to address the historically lingering stereotypes of Alfa Romeo vehicles’ reliability, with Dougherty believing that the issue will largely take care of itself.

“One thing that we found universally is that if you make a really good product…”

Alfa Romeo’s challenge will be multifaceted, with the Italian brand heading upscale initially with a mixed bag of existing product and the likes of new arrivals in the 4C and its soon to be unveiled BMW 3 Series and Mercedes-Benz C-Class rival.

As part of targeting the dominant Germans (and Lexus), it will also need to establish a revitalised standalone dealership network that matches the customer experience with the new model’s market positioning.




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