Alfa Romeo UK has launched a marketing campaign positioning its Junior Elettrica model as a vehicle for romantic dates and road trips. The brand claims the car combines performance and style, emphasizing its Italian heritage as a key feature for couples.
The initiative follows internal research conducted by the automaker among 1 000 people actively dating in the U.K. According to the study, 60% of respondents expressed dissatisfaction with current dating applications, while 44% stated a preference for day trips or driving over traditional dinner dates.
To support this campaign, the company collaborated with relationship coach Kate Mansfield to produce the Love Thy Romeo guide. This document aims to encourage individuals to transition from digital dating platforms to in-person interactions, using the Junior Elettrica as a suggested companion for these outings.
