Alfa Romeo is promoting the Junior Elettrica as an alternative setting for modern dating, arguing that a drive or day trip could be more appealing than the usual dinner-and-drinks meeting.

The campaign is based on research involving 1,000 people in the U.K. who are actively dating. Alfa Romeo says 60% of respondents are tired of dating apps, while 44% would prefer a drive or day trip to a traditional date centered on food and drinks.

“Love Thy Romeo” dating guide

To support the idea, Alfa Romeo has partnered with dating and relationship coach Kate Mansfield on a guide called “Love Thy Romeo.” The guide is intended to encourage people to move from app-based interactions toward meeting in person.

The Junior Elettrica is positioned as the centerpiece of the campaign. Jules Tilstone, managing director of Alfa Romeo U.K., described the electric model as a date companion for a romantic escape, highlighting its performance, style and Italian character.

The campaign represents a marketing initiative rather than a change to Alfa Romeo’s vehicle-development plans. Its focus is instead on presenting the Junior Elettrica as a setting for a more unconventional first date, built around driving and travel rather than a conventional restaurant or bar meeting.

Alfa Romeo’s campaign does not identify a single ideal vehicle for a romantic road trip beyond the Junior Elettrica, leaving the choice open to individual preferences.