Show & Shine with FRF Motors Alfa Romeo Swansea – June 2025
South Wales |
17 June 2025
The FRF Motors Alfa Romeo show & shine in Swansea was held on Saturday, 14th June. Thank you Dan and the team at FRF Swansea Alfa Romeo for organising! This was a great event, with lots of enthusiastic members joining for breakfast coffees and pastries. The cars on display were varied which was a treat for all attending.
It was our absolute pleasure to host the event for the Alfa Romeo Owners Club on Saturday. The event was a fantastic success from our point of view, and we were genuinely thrilled with the turnout. Thankfully, the weather held off despite a wet start to the morning, and it certainly didn’t dampen the Italian passion on display! It was a real privilege to welcome so many proud Alfa owners to our brand-new showroom. While sales are, of course, important, we strongly believe that building lasting relationships and becoming a trusted part of the Alfa Romeo community is just as vital. Events like this help us connect with passionate owners and enthusiasts, and we see that as the foundation for long-term success. As I mentioned to many on the day, our goal is to become one of the best Alfa Romeo retailers in the UK and to put Alfa firmly back on the map in Wales. Internally, we’ve already started discussing plans for hopefully more collaborations with the club, and we’re excited about what the future holds. We’d love to continue growing the local Alfa Owners Club presence and support more events moving forward. the planet”.
ASHLEY ANDERSOn – FRF SWANSEA MARKETING MANAGER
When I received an email initially from Ashley at FRF, I was very excited. Having organised the Wales 100 twice now, I was excited for something a little different. It was clear to me: I had the opportunity to reignite something in the South Wales section of AROC. Long gone are the days when the S Wales section was inactive. That’s what I saw in my mind.
FRF wanted to engage with the club, and I wasn’t going to turn that down. I had visited the new Alfa dealer in Swansea beforehand, a little reconnaissance mission, if you will. Nathaniel was a friendly face who I was pleased to speak with. They wanted an opportunity to host those who are enthusiastic about their Alfa’s for a morning, and had offered to put out a few breakfast bits for those in attendance. “Hell yes” I thought.
Ashley was a pleasure to organise with. We quickly decided that a show and shine/ coffee morning was perfect for both parties. The stage was set.
The morning was forecast as 60% likely to rain. Fortunately though, it seems the weather reporters were paid to get things wrong that morning. While overcast, the rain failed to fall. I arrived a little early to greet those at the dealer and to speak with them about their posh new cars for sale, and how they wanted the morning to go. Soon enough the first cars started pulling in. the first of which was Leigh with his newly MOT’d 147 GTA. A fantastic example of a modern classic hatchback. Well maintained and clearly loved. Conversation didn’t take a moment to flow. Such was the whole point of the morning. The more who turned up, the brighter the weather seemed to be. I was overwhelmed with conversation of cars, road trip[s and stories with those who came along. It was a brilliant revival of the S Wales section. A most fantastic selection of cars had turned out. My personal favourites being the 4C, and the 147 GTA. In summary, the morning went brilliantly. Not only had something reignited, but FRF were able to convince us of their commitment to the brand and to the club.
Most importantly I want to thank those at FRF who hosted us as a club. They displayed exemplary customer service skills, much better than any other dealership that I have ever visited. We were made to feel extremely welcome, fetching hot drinks to everyone who was there. Thank you so much for the morning we all enjoyed. And we certainly hope the opportunity to visit you again comes soon.
Dan THOMAS – event organiser
In addition, the dealership saw the benefit of 3–4 strong enquiries for quotes, including from non-club members who attended after seeing the event on Facebook and 1 confirmed order for a new Junior! Most importantly, the feedback from attendees was incredibly positive, and it’s clear there’s a real desire for more engagement from Alfa dealerships.
For more information, visit the FRF Swansea Alfa Romeo website, the FRF Swansea Alfa Romeo Facebook page & the Alfa Romeo Owners Club South Wales Facebook Page
