The China Premium Lifestyle Enterprise recently reported that they have entered into a letter of intent with Wo Kee Hong Group to have the exclusive right to distribute Alfa Romeo vehicles in Hong Kong and Macau. The announcement was made after Wo Kee Hong Group was given the green light to sell Alfa Romeos in Hong Kong and Macau.
The approval came from Alfa Romeo, Turin, Italy and is seen to be the effect of the group's established good reputation in their distribution of Ferrari and Maserati at the said countries. Both Ferrari and Maserati are also Italian made performance car brands and Alfa Romeo is an additional offering of the group in Hong Kong and Macau.
This partnership is expected to succeed due to the increased demand for performance cars in the Asian region. The introduction of Alfa Romeo to the Hong Kong and Macau auto market is just the beginning of this relationship since there are also plans to bring the famous Italian car to mainland China.
Richard Lee, the Chairman of China Premium, has this to say about their involvement in the sale of Alfa Romeo vehicles: "When, as a group, we were approached by Alfa Romeo's management to take up this role, we saw an excellent opportunity to complement our exclusive Ferrari and Maserati franchises with another icon of Italy's motoring heritage. Alfa Romeo is one of the original manufacturers of performance oriented, classic Italian sports cars. A subsidiary of Fiat Auto SpA, Italy's automotive manufacturing giant, Alfa Romeo has been completely rejuvenated in recent years, with a fresh image and a range of tremendously exciting new models which are of the highest standards ever produced by the company and priced to appeal to a large segment of potential buyers of sporty European automobiles that is rapidly emerging in greater China."
The group has already started the sale of the world famous brand in Hong Kong in February of this year according to Mr. Lee. As far as their dedication to their partnership with Alfa Romeo and their sales in the region, he had this to say: "The Alfa Romeo range fits perfectly with our strategy to capitalize on the market for mid-priced sports cars, while maintaining our image as a purveyor of exotic high end motor vehicles. In Hong Kong, our state-of-the-art Alfa Romeo dealership and service center was commissioned in February and inaugurated by Alfa Romeo's CEO, and sales of the new models, particularly the 'Brera' two-door coupe and '159' sedan and station wagon have been encouraging. We are excited about the prospects for Alfa Romeo both in Hong Kong and, ultimately, China."
With this development, the Asian region looks as if it is ready to be a major hub of European cars. The region once dominated by Asian vehicles like Nissan with their is now slowly opening its doors to other car manufacturer as these car makers see the region as potential strong markets for their products.
