Alfa Romeo is taking an unusual marketing route by positioning its Junior Elettrica as the perfect companion for a first date.
The Italian automaker has teamed up with dating and relationship coach Kate Mansfield to create a guide called "Love Thy Romeo."
The campaign is based on Alfa Romeo's own research involving a 1,000-member sample of people actively dating in the UK.
According to that study, 60% of daters said they are tired of their dating apps.
The research also found that 44% would prefer to go on a drive or a day trip rather than the traditional dinner and drinks.
A Marketing Push for the Junior
The guide is designed to encourage real-life connection instead of screen-based dating.
Mansfield specializes in helping women move away from dating apps toward in-person relationships.
Jules Tilstone, Managing Director of Alfa Romeo UK, said the Junior Elettrica is "the perfect date companion for a romantic escape, combining performance with passion and style, rooted in its Italian DNA."
The campaign represents a shift in how the brand is spending part of its marketing budget.
It also raises the question of what other cars might suit a long, romantic road trip.
Suggestions have included a classic R107-generation Mercedes-Benz SL500 with its V8 engine, or the Pininfarina-designed Fiat 124 spider.
Both options were floated as alternatives to the electric Alfa for a first-date getaway.
