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14 Jun 2013

‘Live Rock’, the new Alfa Romeo MiTo MY 2014 campaign

‘Live Rock’, the new Alfa Romeo MiTo MY 2014 campaign
  • The new advertising campaign suggesting to express personality freely with the renewed sporty Alfa Romeo compact will kick off on June 16th.
  • Dealerships will be holding an open weekend event on June 22nd and 23rd: this will the perfect opportunity to discover the new features of the model that won over Italian style enthusiasts and technical excellence seekers worldwide.
  • New engines, including a 105 HP 0.9 Turbo TwinAir with the lowest fuel consumption and CO2 emissions in its segment.
  • New exteriors: a stylish new chrome-plated grille, new Anthracite grey colour and new burnished front light cluster finish.
  • Fully revamped interiors: three new upholstery combinations and three brand-new dashboards for a very sophisticated look.
  • Uconnect with 5" touchscreen: cutting-edge functions and navigation system on demand.
  • Price from14,800 Euro for the 70 HP Impression 1.4 litre version.
  • Exciting new packs for customising the Distinctive and Superbike trim levels even more.



Starting on Sunday June 16th, a new TV, press, poster and radio advertising campaign will be inviting Italian motorists to discover the new MiTo Model Year 2014.  Star of the campaign will be the new 2014 model. With its revamped technological image, the car will maintain its consolidated image as a sporty compact capable of winning over motorists who demand care for details, Italian style and technical excellence for total safety driving style. 


The appointment will be for the weekend of June 22nd and 23rd when Alfa Romeo dealerships across Italy will open for a special event dedicated to the 2014 version of a model destined to continue leading its class: the orders of Alfa Romeo MiTo were up 34 percent during the first quarter 2013 with respect to the previous three-month period.  In order to consolidate its position even further, the sporty compact Alfa Romeo is filled with great new style and product features, in addition to a more rational range and refreshed standard and pack contents containing the most popular optional equipment and accessories.   This and more to bring interesting advantages for customers: the price of the MiTo MY 2014 in Italy will start from 14,800 Euro for the 70 HP Impression 1.4 litre to 22,250 Euro for the top-of-the-range 170 HP Quadrifoglio Verde 1.4 MultiAir Turbo Petrol.


The 2014 range today features five trim levels (Impression, Progression, Distinctive, Superbike and Quadrifoglio Verde), ten body colours, including the new Anthracite Grey. Contrasting top and mirror dome colour is available for the Superbike version.  The outstanding customisation level of the MiTo is reasserted once again with ten different alloy rim patterns, including the new 15'' Silver Style rims for the Impression trim level.  Customers can choose from a wide range of engine versions - all efficient, reliable and eco-friendly. The brand-new 105 HP 0.9 Turbo TwinAir engine is debuting on the MiTo for the first time to complete the range, which now counts two turbo diesel engines (the updated E5+ 85 HP 1.3 JTDM and the 120 HP 1.6 JTDM) and five petrol engines: the 70 HP 1.4, the 78 HP 1.4, the 135 HP 1.4 MultiAir Turbo (with manual or Alfa TCT automatic gearbox) and the 170 HP 1.4 MultiAir Turbo.  The engine range is completed with the 120 HP 1.4 LPG Turbo, a superb concentration of power and technology, which combines top-notch performance, environmental-friendliness and low running costs. New drivers can choose the 70 HP 1.4 and the 78 HP 1.4 petrol engines or the 85 HP 1.3 Jtdm diesel version.


Revamped style under the sign of innovation and Italian design

The 2014 range introduces many great new look features, like the grille now re-designed and complemented by a chrome-plated frame. It picks up the design of the Giulietta and creates a family feeling between the two, making the front of the car look more streamline. Other refreshed features are the burnished finishing of the front light clusters on all versions and the new Anthracite Grey body colour.

Naturally, Alfa Romeo MiTo MY 2014 will reassert the concepts which created the success of the previous editions across Europe with its unmistakable style and personality, its dynamic exterior and its interiors with brand-new seat fabrics and sophisticated dashboard inserts.

The interiors are even more sophisticated, now with three new upholstery combinations to choose from: two new Evoluzione fabrics (black/titanium or black/red) for Distinctive and the new Heritage black with electrically welded Alfa Romeo badge for Quadrifoglio Verde.

Interesting is also the dashboard portfolio: there is a specific black version for Progression (Street dashboard) while there are two Evoluzione dashboard designs, both shaded (grey-black or black-red) for Distinctive. 


The new 105 HP 0.9 Turbo TwinAir engine is making its debut

The most important innovations of the MY 2014 include the new 105 HP0.9 Turbo TwinAir engine with its outstanding brilliant temperament and its low fuel consumption. Combined with a six-speed manual gearbox and with the DNA selector in Dynamic position, the engine delivers 105 HP (72 kW) at 5500 rpm and a peak torque of 145 Nm at 2000 rpm (ratings are 105 HP@5750 rpm and 120 Nm@1750 rpm, respectively, in Natural mode).

Furthermore, the 105 HP TwinAir is the best expression of eco-friendliness, as confirmed by its CO2  emissions, which are among the lowest in its class: 4.2 litres/100 km and 99 g/km on the type-approval combined cycle, respectively. Remarkably, emissions are so low that it complies with the European standards of 2020 already today.  In other words, the 105 HP TwinAir Turbo is comfortable, cost-effective, eco-friendly and never boring when it comes to performance: it clocks a top speed of 184 km/h and goes from 0 to 100 km/h in only 11.4 seconds, in addition to having a remarkable specific power of 120 HP/litre, which ranks it among the sportiest of engines.

The new TwinAir family engine combines the concept of downsizing (displacement and weight reduction) with sophisticated technologies, like supercharging with high-efficiency turbocharger, integration of the exhaust manifold in the cylinder head and the totally new MultiAir intake valve control system. With its unique intake cam profile, the MultiAir second generation further optimises thermodynamic efficiency of the engine by modulating the amount of exhaust gas recirculated in the combustion chamber (internal EGR).

Uconnect with 5" colour touchscreen and navigation system

A multimedia device based on Uconnect, the next-generation infotainment platform concept, is debuting on MiTo MY 2014 to reconfirm the technology ambassador spirit that characterised the car's first steps.

Available with or without integrated navigation system developed with TomTom, the device implements a 5" colour touchscreen for accessing all the main functions, the radio and the multimedia devices (mediaplayer, iPod, iPhone, smartphone) connectable via USB and the Aux-in connector. The system also includes an advanced Bluetooth interface to access extra functions, such as phone call management or reading received SMS text messages via text-to-speech technology, innovative Audio Streaming system that reproduces music files and web radio stations directly from a smartphone in streaming via Bluetooth on the UConnect device.


Exciting new packs for customising the Distinctive and Superbike trim levels even more

Five packs grouping the most popular optional equipment and accessories are available to customise the Distinctive and Superbike trim levels even further: three Sport, Comfort and Lusso packs are created for MiTo MY 2014 Distinctive, while two packs - Superbike and Comfort - are exclusive for the Superbike special series.

In particular, the Sport pack for Distinctive costs only 650 Euro and includes: racing spoilers, racing rear bumper with tailpipe, racing instrument panel, tinted rear windows and red painted brake callipers (front and rear). The Comfort pack costs 450 Euro and includes a front arm rest with storage compartment, 12V power socket in the boot, front seats with adjustable lumbar adjustment and electrically folding wing mirrors. Finally, for 2250 Euro, the MiTo MY 2014 Distinctive can be equipped with the exclusive Lusso pack featuring a two-zone automatic climate control system, Frau leather seats, front armrest with storage compartment, sunroof, height adjustable passenger seat, heated front seats with lumbar adjustable and Visibility set (electrochrome rear-view mirror, rain sensors and automatic light activation device).

Two packs are available for the Superbike trim level: the Superbike kit and the Comfort pack. More in detail, the exclusive Superbike kit includes side skirts and rear dam, racing pedals, specific Superbike titanium grey stickers, red brake callipers and Quadrifoglio Verde 17'' titanium alloy rims and costs 1300 Euro. Finally, with a 900 Euro price tag, the Comfort pack brings front armrest with storage compartment, 12V power socket in the boot, front seats with lumbar adjustable, electrically folding wing mirrors, rear parking sensors and cruise control.


Ironic, funny and assertive: these are the ingredients of the new advertising campaign 

Created by Agenzia Armando Testa and filmed last May in Madrid, the commercial was directed by Kevin Fitzgerald - the same as the fortunate Alfa Romeo Giulietta launch film starring Uma Thurman - and produced by Think Cattleya.  The campaign is developed around the 'Live Rock with the new Alfa Romeo MiTo' concept staring a free-spirit young woman with a strong personality and her peculiar family, whose members dispense unexpected advice. They say the opposite of what one would expect in everyday life: her mother tells her to get a nice, big tattoo, her grandmother suggests that her clothes are not as revealing as they should be, her grandfather insists she should have more fun and her father spurs her to choose a meaner looking car. The girl asks for nothing more: we see her getting into her new MiTo happy to follow her family's advice with a touch of mischievous transgression.

Also on the web for the international audience, with social network events and alternative videos, the advertising campaign will reveal all the innovations of the MY 2014 using a fresh, ironic language designed to grab the attention of young, dynamic customers with its exciting music, images and atmosphere.


Turin, 14 June 2013 

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