Alfa Romeo contract hire has always been one of our popular contract hire lines; not in very large numbers but those who do lease an Alfa Romeo are very loyal to the marque and wouldn’t be seen dead in a Ford Mondeo or a Vauxhall Astra.

To these clients image and style is everything and if you offered an Alfa Romeo Mito leasing client a Mondeo at the same price, they wouldn’t be interested. The Ford Mondeo is an excellent car and on so many levels a better car than an Alfa Romeo but that’s not what it’s all about; it’s the Alfa Romeo’s romantic Italian image.

It must have come as a bit of a surprise to those dedicated to Alfa Romeo to learn that the company's workers recently marched on the German Consulate in Milan. Pippo Fioriti the union leader, dressed as Father Christmas, delivered a letter to the slightly bemused Consulate General and told him that Alfa Romeo had no future under Fiat, their parent company. What they want is for Volkswagen to buy the company.

Apparently they feel that Alfa Romeo has lost its sporty exotic image and this was echoed by Stefan Brazel from The Centre of Automotive Management, he said, “The Alfa Romeo of today has little in common with the old marque”. Perhaps, but then does Porsche or Aston Martin? Ironically probably the only one that does is also owned by Fiat; Ferrari.

If Alfa Romeo’s image has suffered, then somebody needs to tell our Alfa Romeo leasing clients, because they don’t see it like that at all and their loyalty to the brand is easy to understand; when you see an Alfa Romeo Mito coming down the road towards you in that wonderful red, with its distinctive grill, what do you think? You certainly don’t think the driver has chosen to buy or lease an Alfa Romeo Mito because it’s cheap; you are more likely to think they are driving the car they want to drive.

If at a dinner party you are asked what car you drive and you say it’s an Alfa Romeo the usual response will be “oh very nice”. If on the other hand you told them it is a Mondeo, what would they say? Probably “oh right” and then a quick change of subject.

Ferdinand Piech, head of VW has indicated that he is interested in acquiring Alfa Romeo, which would be good for the marque. Ultimately whoever owns the company we cannot see there being any change in the demand we experience for Alfa Romeo contract hire.