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Alfa Romeo Giulietta – The Alfa Ego

As one of the most anticipated models to have ever come out of Italy, the Alfa Romeo Giulietta featured in a video seemed like the cherry on the cake for an otherwise plain Tuesday. So, we pulled up a chair, maximized the volume on our Macs and waited for the amazing roar of the thoroughbred sports engine of the Giulietta to sweep us off our behinds. And waited. And waited...

There were one million ways in which a video showing the Giulietta could have gone RIGHT, and only a couple of ways in which it could have gone WRONG. One of those ways is featured below...

The Giulietta packs several jumpy engines: 1.4TB – 120 HP and 1.4TB MultiAir – 170 HP for petrol and 1.6 JTDM – 105 HP and 2.0 JTDM – 170 HP for diesel, as well as an exclusive 1750 TBi – 235 HP with Quadrifoglio Verde configuration. Yet, we hear and see nothing about them.

For some strange reason, whoever imagined the clip thought the most important feature of the car, the one worth mentioning fore and foremost, the one people and possible customers will relate to is...its all new spacious boot!

And, to complete the sad picture of an otherwise very exciting car, there is no single frame in which the car is shown in motion. So why build a car with an ego of its own and not put it through its paces?

The promo for the Giulietta, intended probably as some type of mystical experience or a monologue with your inner self, fails to bring out that which defines the car: Alfa's new design philosophy and Fiat Powertrains' engineering skills.

Some of you probably will defend the video and the people behind it, saying there's some obscure advertising rule backing the way in which this promo was designed. Think again...

Giulietta is Alfa's centenary model, one which take the place of the 147 model in one of Europe’s most important segments. A car with high performance levels and environmental oriented design. A car which is more than a still picture and a spacious boot...

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About the author: Daniel Patrascu
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Daniel loves writing (or so he claims), and he uses this skill to offer readers a "behind the scenes" look at the automotive industry. He also enjoys talking about space exploration and robots, because in his view the only way forward for humanity is away from this planet, in metal bodies.
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