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Alfa centenary sees new model

2008-03-05 12:58

Geneva - Alfa Romeo plans to commemorate its centenary in 2010 with a new model, Alfa Romeo Chief Executive Luca De Meo said at the Geneva Motor Show on Tuesday.

De Meo spoke of the plans at the annual Geneva where he unveiled a convertible version of the Alfa 8C, a special edition of which only 500 are being sold.

Despite its status as a symbol of Italian style and speed, Alfa Romeo's sales are mediocre. It struggles to gain more than one percent of its main European market and it is losing money.

A history of poor parts and service gave it a bad name which it has found hard to shake off, denying it the premium status enjoyed by rivals like Volkswagen's Audi and BMW.

De Meo took charge of Alfa Romeo in December after succeeding in turning around the Fiat brand. The last car he launched for Fiat, the Cinquecento, was voted "Car of the Year" by European automotive journalists.

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