But that all changed when Spanish racing driver Marc Gene led a unique PR stunt, cruising the streets of Madrid in the 4C in search of a co-pilot.
Gene asks commuters waiting at a bus stop if they are interested in joining him for a test drive. Following a single surprise rejection, a second commuter immediately accepts the offer and is taken for what amounts to a joyride with the famous race driver.
That’s before Gene asked his passenger if he “wants to do something cool”, at which point the pair arrives at a closed track for a high-speed run.
Production of the all-new Alfa Romeo 4C is now underway, with the mid-engined, rear-wheel-drive sports car expected to launch in Australia in mid 2014.