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Alfa sells new Giulietta at 1954 price

2014-06-03 11:34

WHAT A PRIZE! Alfa Romeo's Craig McKenzie poses with prize winner Mrs Mitchell, along with her cheque equivalent to R290 000 and her new Giulietta. Image: Alfa Romeo UK

  • Alfa Romeo Giulietta Sprint unveiled in Turin, April 1954
  • Prize draw created to commemorate Alfa Romeo
  • Giulietta revised for 2014
  • New tech, interior, engines and improved spec

LONDON, England - Alfa Romeo UK has drawn-up a special competition to commemorate the 60th anniversary of its Giulietta.

The winner of the competition drove away in a 2014 Alfa Romeo Giulietta for the 1954 price tag of the original Giulietta Sprint - the princely sum of £1250 or R22 000!

How much is that in Rand? Well, back in 1954, the South African Rand was not yet in use as legal tender, the country used the British pound. 

The same model, the Giulietta 1.4 MultiAir 12kW, is priced at R389 990 in South Africa. In the UK it is worth (£18 750) the equivalent of R335 702.


Alfa Romeo says its original Giulietta Sprint was unveiled to the public on April 19 1954 at the Turin auto show so, to celebrate the model’s 60th anniversary, the automaker entered all customers who ordered a new Giulietta during anniversary period (April 7-22 2014) into a prize draw.

The winner was to be refunded the cash difference between the 1954 and 2014 on-the-road prices (£16 250) - about the equivalent of R290 387.
The winner, *Mrs Mitchell of Falkirk, Scotland ordered her car from a dealer in Edinburgh and has collected her new Giulietta 1.4 TB MultiAir 125kW model along with her prize money.

Alfa UK brand boss Ivan Gobso said: “When the Giulietta was revealed to the world it epitomised the style of the era. We are proud of the heritage the Giulietta carries with it and what better way to celebrate this landmark anniversary than with fond recognition of where it all began?”

The Giulietta has been extensively revised for 2014 with new interiors and redesigned seats, new fabric and leather upholstery new engines, improved standard specification across the range plus new technologies such as colour touchscreen infotainment system and radio.

*The winner wished to remain anonymous

Read more on:    england  |  london  |  new model

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