A stone’s throw away from the Portello location which signified the first production facility for the automaker in 1910, the new Alfa Romeo flagship store in Milan not only inaugurates the new brand identity with the Tonale but intends on invigorating its heritage with its impressive history. 
Production of the hotly anticipated Tonale has finally commenced with the newcomer enjoying a positive commercial launch in the European market. Alfa Romeo hopes that this will plug the gap in the ever popular subcompact luxury crossover SUV segment and intends to celebrate this while inaugurating their new brand identity. 
Francesco Calcara, Senior Vice President Global Marketing and Communication Alfa Romeo stated: “The inauguration here in Milan of the first flagship store in the world with the new Brand Identity is a crucial moment for us and an opportunity to inspire the world from Italy by staying true to our roots.”
Few automakers have been around for 50 years, let alone 100 and therefore it is important to exploit the contribution that Alfa Romeo has provided the automotive industry in its 112 year existence. Despite this Calcara claims the brand is looking to the future by further stating: “With the Tonale, Alfa Romeo is experiencing a radical revolution towards a new era of connectivity and electrification. This “metamorphosis” not only applies to products and technology, but redefines the entire customer experience, which includes the quality of the services and the Brand Identity.” 
The new Alfa Romeo flagship store is centrally located in the heart of Milan which further affirm the inseparable link Alfa Romeo has with the world capital of fashion, design and Italian creativity. “Alfa Romeo wants to offer its customers immersive, and even visceral, experiences everywhere they come into contact with the brand. This starts at our dealers, where customers will be able to explore the brand’s entire ecosystem while they are at the heart of a premium purchase experience.”
While the dwindling Alfa Romeo range in our local market is still limited to the well rounded Giulia and Stelvio models, we can tentatively look forward to receiving the Tonale too although no official dates have been provided.
