8:16 am, November 20, 2008
ALFA Romeo has conducted a survey to promote its UK-run Cloverleaf Club.
The Italian maker asked people what they thought the luckiest charm was. The responses were, luckily for Alfa Romeo, as follows:
• Four leaf clover: 51 per cent
• Horseshoe: 32 per cent
• Wishbone: 9 per cent
• Penny coin: 5 per cent
• Rabbit’s foot: 3 per cent
Sporty Alfas have traditionally been called Cloverleaf – and now there is a members club bearing the same name.
Every new Alfa Romeo buyer gets three years’ free membership. Used car buyers get a year’s free membership.
Members get a magazine and access to a special website, exclusive access to track days, discounted holidays and prize competitors.
It is an innovative marketing initiative for the company. Alfa wants to promote customer loyalty and use the brand’s appeal to engage customers more.
MD at Alfa Romeo UK, Nicholas Bernard, said: ‘Being an Alfa Romeo driver isn’t simply about owning the car. It’s about the heritage, the emotion, the passion and so much more. Alfa Romeo drivers are part of our extended family and we want them to enjoy their decision to drive an Alfa.
The club, it is hoped, will encourage more interaction, and improve customer retention rates.
