The Pater Group last week unveiled its newly refurbished showroom in Msida’s Valley Road which now houses the Alfa Romeo and Jeep brands.

Managing director Francesca Mamo told guests at the official inauguration that following the incorporation of Jeep within the Fiat Group under the global alliance between Fiat and Chrysler in 2009, a total overhaul and re-design of the showroom was required in line with the operational guidelines of Fiat Auto’s customer care department.

The Jeep brand will give the company a strong foothold in the SUV segment, one of the few that is growing in terms of sales volumes, according to Ms Mamo.

“These premises carry tremendous emotional appeal to us at UCIM Co Ltd as this building was the first showroom and workshop for Fiat,” Ms Mamo explained. “Built in the late 1960s under the supervision of our founder, Major Hannibal Scicluna, my grandfather, the inauguration in 1970 was the first important milestone for our company as the Fiat brand grew exponentially throughout that decade.”

The Alfa Romeo models on display at the showroom are the two top Quadrifoglio versions of the Mito and the Giulietta, sitting alongside Jeep’s Wrangler, Compass and Grand Cherokee.

Pater Holding, the Mamo family-owned company, has enjoyed a successful business relationship with the Fiat Group for more than 60 years.

To celebrate the showroom’s completion, the latest collection of Alpina watches represented locally by Gaba Diamonds will be on display for a week. Customers taking a test drive of any Alfa Romeo or Jeep model could win an Alpina timepiece worth €1,300.