The China Premium Way of life Enterprise recently reported that they have entered into a letter of intent with Wo Kee Hong Group to have the exclusive correct to distribute Alfa Romeo vehicles in Hong Kong and Macau. The announcement was made right after Wo Kee Hong Group was given the green light to sell Alfa Romeos in Hong Kong and Macau.

The approval came from Alfa Romeo, Turin, Italy and is observed to be the effect of the group’s established excellent reputation in their distribution of Ferrari and Maserati at the said countries. Both Ferrari and Maserati are also Italian made performance vehicle brands and Alfa Romeo is an additional offering of the group in Hong Kong and Macau.

This partnership is expected to succeed due to the increased demand for performance cars in the Asian region. The introduction of Alfa Romeo to the Hong Kong and Macau auto marketplace is just the beginning of this relationship given that there are also plans to bring the well-known Italian car to mainland China.

Richard Lee, the Chairman of China Premium, has this to say about their involvement in the sale of Alfa Romeo vehicles: “When, as a group, we had been approached by Alfa Romeo’s management to take up this role, we saw an superb opportunity to complement our exclusive Ferrari and Maserati franchises with one more icon of Italy’s motoring heritage. Alfa Romeo is one of the original manufacturers of performance oriented, classic Italian sports cars. A subsidiary of Fiat Auto SpA, Italy’s automotive manufacturing giant, Alfa Romeo has been entirely rejuvenated in recent years, with a fresh image and a range of tremendously exciting new models which are of the highest standards ever produced by the corporation and priced to appeal to a significant segment of prospective buyers of sporty European automobiles that is rapidly emerging in greater China.”

The group has already started the sale of the world renowned brand in Hong Kong in February of this year according to Mr. Lee. As far as their dedication to their partnership with Alfa Romeo and their sales in the region, he had this to say: “The Alfa Romeo range fits perfectly with our strategy to capitalize on the market for mid-priced sports cars, whilst maintaining our image as a purveyor of exotic high end motor vehicles. In Hong Kong, our state-of-the-art Alfa Romeo dealership and service center was commissioned in February and inaugurated by Alfa Romeo’s CEO, and sales of the new models, particularly the ‘Brera’ two-door coupe and ‘159’ sedan and station wagon have been encouraging. We are excited about the prospects for Alfa Romeo both in Hong Kong and, ultimately, China.”

With this development, the Asian region looks as if it is ready to be a main hub of European cars. The region as soon as dominated by Asian vehicles like Nissan with their Nissan hubcaps is now slowly opening its doors to other car manufacturer as these vehicle makers see the region as prospective strong markets for their items.

Ferrari Motor Sports