My mum had a little Alfasud back in the late 70s and it was one of
the first cars I drove. She thought it was just a foreign version of a
Morris 1100 and drove it accordingly. Aged 18 I used to take it out for
proper exercise and have fancied myself as a bit of an Alfa driver ever
I have two bugbears when it comes to brand or product websites. The
first is that they're nearly always heavy on Flash and the second is
that they tend to have loads of gratuitous features or unnecessary
content. Pleasingly, www.alfa147.co.uk is only a minimal offender.
Unsurprisingly, the site is built using Flash but it's used with a light
touch that resists the temptation to take us through an online tornado,
a-la-TV ad. There's no HTML version, which means my mum won't see
The site fits the medium and the internet is, arguably, not the place
for massive creative effort when it comes to selling a car. A bit of
Alfa heritage, a few good reviews, lots of car pics, a bit of the
interior and a screensaver if you want it. I liked the click-and-drag
navigation box but our designer thought it gratuitous. He also pointed
out the contradiction between the dark, Hannibal-style intro animation
and the lamb-like site it clicked to.
I like brand sites that I can visit and feel I've been everywhere in
under five minutes and leave. I also like sites where I can understand
the extent of the content from the homepage without resorting to a site
map. Finally, I like that the prices are easily accessed and simple to
Our coding guru gave it 7/10, design bloke 7.5/10 but I'd give it 8.5/10
for showing the best bits of the product without going overboard - a
rare thing for a car ad.
Owner: Alfa Romeo
Site positioning: Online branding and information for the brand
Launched: February 2001
Developed by: Grey Interactive.