Donnelly Bros signs four top Italians

Donnelly Bros has pulled off the biggest transfer coup of the summer, signing four new Italians.

"Fiat is a sleeping giant in Northern Ireland where its market share is well below the UK average" said Eddie Black, Donnelly Bros group director.

"The potential is there to grow both Fiat and Alfa Romeo," he added.

With an improved and expanded dealer network, Donnelly Bros believe the Fiat brand, which features a range of stylish, well-engineered, and economical cars will be a big hit with the Northern Ireland public.

The group is to open four dealerships. The first, which opened at Donnelly's Mallusk complex this week, will be a flagship centre, incorporating four Fiat group brands - Fiat cars, Alfa Romeo, Abarth, and Fiat Professional (vans).

Richard Sinton, with over 16 years experience with the Italian Marques, will head up the Alfa Romeo brand in Mallusk for the Donnelly Group. Richard said ‘I am very excited about the future for the Fiat, Alfa Romeo and Abarth in Northern Ireland with the Donnelly Group.’

Two more dealerships will open before the end of the year at Donnelly sites in Dungannon and Eglinton with another to open in an as yet unconfirmed site in the west of the province early next year.

Eddie Black said the move would herald a new and exciting era for the Italian marque in Northern Ireland.

"Fiat has always done quite well in Belfast but hasn’t done well in the country because the dealerships haven’t been there. We are going to change that," he said. ‘The Donnelly Group is unique in Northern Ireland with our province wide approach to sales and service as we appreciate that not everyone with motoring needs lives in the Belfast area. Our branches stretch from Enniskillen in the West to Eglinton in the North, down through Ballymena, Mallusk, Boucher Road and the original site at Dungannon. Donnelly's will be the sole Fiat dealership network in the region with the group planning to provide a group and region-wide service to Fiat Group customers for the first time’.

Reputation

"Fiat has developed a great reputation in recent years for making some very eye-catching, fun, and well engineered cars. You just have to look at the Fiat 500. Pound for pound, we think it’s the best looking and most desirable car around. Everyone just wants one," he added.

"Fiat also has TwinAir technology which means engines with good performance and really impressive economy.  Fiat has the lowest average CO2 emissions of any brand and we all know that zero emissions means Zero Road Tax. These are the cars that people want to buy nowadays."

Uniqueness

The Belfast showroom will be unique within all of the UK as it will be the only one to sell the four Fiat brands under one roof.

Alfa Romeo and Abarth customers will enjoy after sales service and support at all four Fiat showrooms.

Alfa Romeo has been enjoying a resurgence over the last two years. The launch of the little MiTo followed by the equally eye-catching Giulietta last year has boosted sales by more than 40 per cent. The larger saloon car, The Giulia, is due out next year, and the 4C concept is promising to be the Jewel in the crown for the Alfa Romeo group.

“Alfa has always been a fantastic car for people who’ve been into their cars but the brand now appeals to many more people. They are really distinctive, attractive looking cars," said Eddie Black.

The sporting Abarth brand is being represented for the first time ever in Ireland.

"We are already getting customers enquiries from far and wide and we haven’t yet opened," he said.

The message from Donnelly Bros is that Fiat brands represent a very exciting opportunity for the Donnelly Group in Northern Ireland and we can expect to see many more of them on our roads in the years ahead.