The global launch of the new Alfa Romeo SUV went around the world in a matter of hours. Not only because it is the model that marks the brand’s foray into electrification, but also because it is the first to incorporate NFT technology, or non-fungible tokens.
Although NFTs have become common in art, they can be used to authenticate just about anything, from music to cars. Alfa Romeo, owned by Stellantis (formerly Fiat Chrysler), says that incorporating this technology into its new SUV will allow it not only to certify the car at the time of purchase but to record and store data throughout its life cycle.
NFTs are unique digital assets with verified ownership rights that are stored using blockchain technology, making them difficult – if not impossible – to change or hack. “This will generate significant benefits in terms of residual value protection,” the company said in a statement.
Until now, the value of a vehicle depended on variables exogenous to the unit, from the brand or the demand for that model in the market, to the number of owners it had had. It was assumed that the more owners listed on the bill, the more wear and tear the unit would have and the less value it would have.
But this does not necessarily have to be so. Perhaps that vehicle had three owners who used it little and maintained it well. NFTs open up the possibility of having this information and knowing how good or bad the treatment of each Tonale unit sold in the world has been.
“Tonale is part of a radical evolution that is taking place at Alfa Romeo, which looks towards a new era of electrification and connectivity,” says the brand in a statement.
The company has chosen to prioritize SUVs, which may be disappointing for alphas — as brand lovers are known — so fond of sedans and hatchbacks, but it makes sense from a business standpoint, given the strength of the brand. SUV sales.
Jesús Gallo, director of the brand in Mexico, said in an interview in 2020 that he hopes that after the arrival of Tonale, Alfa Romeo could grow its sales in the country by up to three digits, thanks to the fact that its price range will be more accessible. than that of its midsize SUV Stelvio of 1.3 million pesos.
With a price that could start at 800,000 pesos and go up to 1.2 million pesos, this model will be the bet of the brand of Italian origin to compete with models such as the Audi Q3, the Mercedes GLA and the Volvo XC40.
