Alfa teams up with Dragons’ Den star Peter Jones

One of the ‘dragons’ in the BBC television programme, which offers businesses the chance to pitch in front of five millionaires for investment, Jones also runs the Peter Jones Foundation charity to help the UK’s children with opportunities to improve their lives.

He has now joined forces with Italian car manufacturer Alfa to create fundraising events, such as a celebrity clay pigeon shoot, to raise funds for the charity.

After being introduced to the new Alfa Romeo Giulietta, the new hatchback designed using Alfa’s famous evocative design, Jones reminisced about his first ever car.

Speaking about his re-sprayed orange Alfasud, he said: "That car was something special; it gave me something I’ll never forget, freedom. I was able to just drive and drive and I must have spent hundreds of pounds on petrol in those first few months, I think I probably even slept in it.”

Alfa Romeo head of brand explained: “Naturally, we’re looking forward to the months ahead and supporting the work of the Peter Jones Foundation. And it’s always great to work with someone who understands the appeal of owning an Alfa.”

Those wishing to follow on Jones’ footsteps can buy a new Alfa Romeo Giulietta from £16,995. Designed to replace the Alfa 147 and built from the ground up as a completely new five-door car, the Alfa Romeo Giulietta is one of the most stylish and attractive hatchbacks on sale in the UK.

It also comes with a top five-star safety rating and a selection of award-winning engines from its parent, the Fiat Group.

Specification ranges from standard equipment such as air con, electric windows, stability control and a host of safety equipment right up to the range-topping model, which delivers sporty upgrades such as red brake callipers, 18" alloy wheels and improved performance figures.

The Alfa Romeo Giulietta is on sale in the UK now from all Perrys Alfa Romeo dealerships.