With acclaimed opera singer Andrea Bocelli sharing the stage, Alfa Romeo rolled out its new Giulia sedan during a packed news conference in Milan, Italy on Wednesday.
Alfa can only hope it has hit a high note with the launch of the new performance model once it rolls into showrooms early next year. The Alfa Romeo Giulia sedan will be going up against a crowded field of luxury competitors, including the likes of the vaunted BMW 3-Series and the Mercedes-Benz C-Class.
The challenge will be especially tough in the U.S. which is expected to be the single market for the new Alfa Giulia – and for Alfa Romeo on the whole. The brand has largely been absent for more than two decades, something company officials suggested can be both a plus and a minus for the ambitious Italian brand.
“There’s nothing about the brand that needed to change. We needed to change ourselves,” suggested Harald Wester, the head of Alfa Romeo, as he opened up the news conference.