Alfa Romeo at the London motor show 2008

By Guy Bird and CAR reader reporter Jacomoseven

Motor Shows

24 July 2008 09:30

Although many journalists – including CAR – have already driven the Mito, the London motor show was the official public world premiere of Alfa’s new small car sensation. Click here for CAR's first drive review of the Alfa Mito.

What’s new on Alfa Romeo’s London motor show stand?

Pride of place went to a red Mito and an 8C, both – Alfa promises – symbols of the sporty brand getting back to basics in terms of driver focus and quality. The UK-only Prodrive-fettled Brera S was also in attendance.

CAR’s Alfa Romeo highlight

For the many Brits attending the unveiling, Alfa global marketing director Sergio Cravero’s explanation as to why London was chosen was heart-warming. He told the large crowd: 'I am particularly proud to launch this car in the UK as Britain is alone with Italy in sharing a real passion for the motor car – whether modern or classic'.

Alfa’s usual handpicked assortment of immaculately turned-out Amazonian assistants flanking him on either side didn’t spoil the view.

What were they thinking?

The Alfa stand was a sea of passionate red but we weren’t completely won over by the white 8C on one side with the iffy mid-brown leather seats.

In a nutshell

Nice to see a great brand like Alfa making a real effort for the British motor show…unlike some of its German rivals. Bellissimo!

Click here to go to CAR's London motor show A-Z homepage

To read CAR's reader
reporter's verdict
on the Alfa stand,
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By Guy Bird and CAR reader reporter Jacomoseven