Sponsoring Bimmerfest "Autocross Challenge" can't be that expensive in the grand scheme of things, and it was a genius guerilla marketing move that made auto press headlines and social media. From Motor1:I honestly believe now is not the time to expend a lot of effort trying to get Americans into Alfa’s. That’s something that will consume a lot of resources.
Here are some quotes from BMW owners/fans at Bimmerfest:
"I compared it (Stelvio Quadrifoglio) to my (Porsche) Cayenne S and it knocked it out of the park."
"What I loved about this ride is that whenever I asked it (Giulia Quadrifoglio) to do something, it just did it."
"I just drove the Alfa Romeo Stelvio (Quadrifoglio) and it was amazing, I loved it."
"It's awesome that Alfa Romeo is sponsoring Bimmerfest."
"I have six BMWs and I'm actually kinda disappointed I didn't go with Alfa."
Guess we could say that Alfa Romeo's gamble paid off. It was a bold move, but one that didn't come empty-handed. Watch the video below to see other reactions from BMW fans after test driving Alfa Romeo cars:
Could Dodge or Chrysler pull that off? Highly doubtful, even with a Giorgio-based car. Very different reception, and I'm a Dodge guy.