Alfa Romeo’s rich heritage roars back into B.C.
FRASER VALLEY ALFA ROMEO OFFERING THREE MODELS FROM THE ITALIAN LUXURY MARQUE
You might have caught a glimpse of the signature ‘Trilobe’ shield grille as one whizzed by in traffic, or seen the distinctive yet unfamiliar round emblem featuring a giant snake eating a human. If so, then you’re one of the fortunate few to have witnessed the new crop of Alfa Romeos out in the wild, following their recent official return to Canada.
Fraser Valley Alfa Romeo is at the forefront of the brand’s return to B.C.
“Well it started out in the early 1900s,” said dealer principal Ian Speckman of the brand’s rich automotive heritage. “Alfa Romeo built race cars and they won and they won and they won.”
That’s no exaggeration. Alfa Romeo has won more than 120 major titles, among them multiple victories in Le Mans 24 Hours, the European Grand Prix and many more. The brand’s other bragging rights include being the first to claim the inaugural World Automobile Championship (precursor to Formula One) in 1925. Oh, and the company once employed Ferrari founder Enzo Ferrari as a professional driver.
In more recent decades those of a certain vintage will remember a time when Alfas prowled the streets of the Lower Mainland before a prompt exit in 1995, an event Speckman attributes to a lack of relevant product. However, he says the timing was perfect for the company’s encore, particularly that today people of all ages and backgrounds are more likely to shop for a luxury car.
“They have higher expectations and are looking for that higher end product,” Speckman notes, adding, “The days of everyone driving a Caravan are over.”
And so, Alfa Romeo — part of the Fiat Chrysler Automobiles (FCA) group — approached Speckman, who also oversees Maple Ridge Chrysler, to take on the task of launching a new store. Fraser Valley Alfa Romeo opened for business last March off Lougheed Highway in Maple Ridge, but the plan is to move to Abbotsford or Langley down the road, hence the name.
The first of three models to arrive was the 4C Coupe, a pure, rearwheel drive sports car pushing 237 horsepower that goes from zero to 100 km/h in just 4.1 seconds. The 4C Coupe was followed soon after by the turbocharged four-door Giulia. The latest to grace the showroom floor has been the Stelvio, an all-wheel drive crossover SUV that Speckman calls “a Giulia on steroids,” utilizing the same 2.0-litre powertrain as the sports sedan and generating 280 horsepower and 306 lbs.-ft of torque.
The 9,000-square-foot facility is joined with FIAT of Maple Ridge, and is solely a sales and detailing location. Maintenance and repairs are taken care of by specialists at the larger Chrysler location on the other side of town, and a valet service performing pickups and drop-offs is offered.
Speckman welcomes parties interested in the revived nameplate to drop by for a closer look.
“We have designated test drive cars so consumers can go out and go spend an hour with the car and make sure that this is something they want,” he said. “It’s a new product so I want them to have the experience and opportunity to see how it fits for them and their family.”
“We have designated test drive cars so consumers can go out and go spend an hour with the car and make sure that this is something they want.”