There are two popular images of the automotive world: one is the money-making side, the production lines moulding metal and machinery into a form that customers find irresistible, so they'll buy en masse. The other is the world of fantasy and passion, of performance, sex appeal and the emotional value that this metal artistry holds for drivers and owners.

If there's one make of car that can be considered the epitome of sex appeal, then it's Alfa Romeo, with its curvy designs and almost seductive allure. The brand has been available in Thailand for only seven years, but its place in European motoring history stretches back more than 95 years.

"Over the years, we've tried different methods of providing Alfa Romeos to our customers," says Thai Prestige Auto Sales managing director Thawatchai Jungsanguanpornsuk. "At first, we imported all our models as completely built-up units, but later on - for four years - we switched to completely knocked-down production, because the company wanted a base in the Asean region. Now, we've reverted to completely built-up imports."

However, over the past two years, there have been no Alfa Romeos entering the Thai market. This is mainly because they are made in Italy for the European market and are not appropriate to Thai conditions. They have left-hand drive and not Selespeed, which is Alfa Romeo's version of automatic transmission.

"This year, however, there are models suitable for our market," says Thawatchai. "Our latest product offensive will include the 159 sedan, 159 Sportwagon Brera and the Alfa GT. We're also selling the previous 156 model while stocks last."

The current economic downturn is of no concern. Every market has its ups and downs, and these cycles will keep taking place, he says.

"Most Alfa Romeo buyers choose the car out of passion. They are impulse buyers and don't worry about the economy. The Alfa is mostly their third or fourth car. Slight ups and downs in the economy are not reflected in niche markets like those for Alfa Romeo," Thawatchai says.

Those attracted to the Alfa Romeo are usually looking for a car with character and individual identity, as well as its legendary cornering performance and the sheer beauty of its sound.

Thawatchai says he can classify customers into two age groups. One ranges from 25 to 35 years old and is looking for performance and power; the other group is over 35 and keen to own a car with the Alfa's characteristic design, including the unmistakable triangular front grille. Many Alfa Romeo customers already own at least one model and are looking for an executive car that has a luxury feeling but is different from the German brands.

All of the Alfas to be sold in Thailand will be made in Italy, whereas the German luxury marques have their production bases here.

Thawatchai considers the main competitors for the brand to be BMW and Subaru. The 159 sedan will be competition for the BMW 3 series and Subaru Impreza, although it offers a blend of sportiness and executive grandeur. The Brera will face competition from the Audi TT.

As for Alfa Romeo's ultimate performance model, the 8C Competizione, although there have been some inquiries, it is unlikely to be sold in Thailand. Production of the C8 is rumoured to be limited to 500 units, and it will only be available in left-hand-drive form. If imported, the C8 will also cost Bt30 million.

Thawatchai says the company will launch three new Alfa Romeo models next year: the 159 Sportwagon, the 159 Spyder and the 147. All three are likely to be launched towards the last quarter, at the Thailand International Motor Expo.

The 159 Crosswagon, which is designed as a crossover utility vehicle - although it is more like a sedan than it is a sport-utility vehicle - is also a possible offering on the Thai market.

Due to the rising demand for diesel cars in Thailand, Thai Prestige Autosales will also import the 159 in diesel form next May. A 2.4-litre JTD engine will provide more than 200bhp to the 159, which will also be equipped with automatic transmission. The 159's common-rail diesel technology is in its second generation.

For drivers who want performance from their Alfa Romeos, the 159 comes in a sports package with lowered suspension and an aerodynamic body kit. However, the ultimate power package comes with a 3.2-litre V6 engine and all-wheel-drive transmission in the 159 and Brera models. These versions will have a waiting period of three or four months.

"We expect to sell between 60 and 70 units per year, and more than 50 of them will be 159s," says Thawatchai. "For the Brera, we have a limited quota of only five units.

"We'll hold more driving activities next year to promote the brand. Currently, we have only one showroom and service centre on Paholyothin Road, and we plan to invest more than Bt15 million in this centre, providing a new look to the showroom and buying special tooling that will be required for the newer models," he says.

For more information about Alfa Romeos, contact the showroom at (02) 930 1490.

Vijo Varghese

The Nation