FCA spent nearly $25 million USD to show off its new Guilia sedan during the big game.
Alfa Romeo pulled out all the stops in letting North America know that it was back. During Super Bowl 51, the Italian automaker ran three ads showing off its new Guilia sedan. The spots were entitled "Riding Dragons," "Dear Predictable," and "Mozzafiato."
The commercials showed off a range of classic Alfa Romeo vehicles, digging deep into the brand’s heritage, while touting the agility of its new high-spec Guilia Quadrifoglio in the process. The ad, "Riding Dragons," debuted in the first quarter, with the two subsequent ads following later in the game.
Both "Riding Dragons" and "Dear Predictable" were one minute each, while "Mozzafiato" was a shorter 30-second ad. With an estimated cost of $5 million USD per 30-second ad, according to Heavy, that means FCA spent somewhere near $25 million USD on the three spots.
The ads, though expensive, are crucial for Alfa Romeo, which began its $2.7 billion USD relaunch in the U.S. in 2014 with the arrival of the 4C sports car. The Guilia sedan and upcoming Stelvio SUV, the company hopes, will once again ignite America’s love interest for Italian mass-market luxury vehicles.
The new Guilia sedan has a starting price of $48,995, while the more powerful Guilia Quadrifoglio starts at $94,995. The standard Guilia comes with a 2.0-litre turbocharged four-cylinder engine good for 280 horsepower and 306 pound-feet of torque, while the Quadrifoglio features a 2.9-litre biturbo V6 pumping out 505 horsepower. The Stelvio SUV will go on sale later in the year with an estimated starting price of under $40,000.
Source: Alfa Romeo