Two years after its launch, the Alfa Romeo Junior passes a symbolic milestone. With over 70,000 orders booked worldwide, Alfa Romeo highlights the “international success” of the man who was to relaunch the brand. But behind this flattering figure, the reality is more nuanced. While Junior clearly saves volumes, it does not yet transform Alfa Romeo.
Steady progress...
Since its launch in the spring of 2024, Junior's ramp-up has been gradual. Orders really took off in autumn 2024, before following a fairly linear trajectory.
By March 2025, the model had already reached 27,000 orders, then 30,000 a few days later. By summer 2025, the 40,000 mark had been passed, before a slower climb to 45,000 by the end of July. It will then be necessary to wait until early 2026 to reach 60,000 orders, then April 2026 to exceed 70,000.
In other words, over two years, the pace is clear: around 30,000 to 35,000 orders per year. A stable level, but far from a massive sales phenomenon. It's more a case of a model that settles in over time than a best-seller that explodes.
A must-have for Alfa Romeo
One thing's for sure, though: without Junior, Alfa Romeo's situation would be far more complicated. By 2025, the brand had approximately 73,000 worldwide sales. The Junior alone already accounted for almost 60,000 orders. Even today, in 2026, the little SUV overwhelmingly dominates registrations in almost all markets. In Italy, France and Germany, it often accounts for between 60 % and 80 % of volumes. This overwhelming domination shows just how much the brand now depends on this model to maintain its sales.
Junior therefore perfectly fulfils its initial role: to provide volume and avoid a sudden drop.
An international success under construction
Alfa Romeo is now emphasizing the model's international expansion. The recent launch in Mexico and Singapore, confirmed by Santo Ficili, illustrates this strategy. In Singapore, the electric version was highlighted, with deliveries expected by the end of the second quarter of 2026. The brand is even deploying a dedicated “Experience Center” there, proof of its ambition to build a more global image.
These new markets can help extend Junior's sales momentum. But they also come at a key time: when the model already seems to have reached a plateau in its historic markets.
Junior has already reached a ceiling... and is no longer enough
And therein lies the limit of our current success. After bringing growth to 2025, Junior shows signs of stabilizing in 2026. In several European countries, volumes are no longer really increasing. The model holds the house together, but no longer makes it grow. The problem is that there's nothing behind it.
The Alfa Romeo Tonale collapses despite its restyling. The Alfa Romeo Giulia and Alfa Romeo Stelvio have become marginal in terms of volumes. As a result, the brand remains stuck at around 70,000 annual registrations. Even with a solid Junior, Alfa Romeo is unable to turn a corner.
A relative success, not a revolution
So, success or failure? The answer lies somewhere in between. Yes, the Alfa Romeo Junior is a success. It has enabled Alfa Romeo to stabilize sales, broaden its customer base and return to certain markets. Few of the brand's recent models can say as much.
But no, it's not a transformative success. With around 30,000 orders per year, it remains far from the standards of a true global bestseller. Above all, it was not enough to compensate for the weakness of the rest of the range. Two years on, it's clear: the Junior saves Alfa Romeo... but doesn't revive it.
And without any major new models before 2027 or 2028, the Italian brand could remain in this grey area for a long time to come, between controlled survival and true renaissance.
For the record, our video 2 years ago of the presentation of the Alfa Romeo Junior, when it was called Milano!
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Once again, with a real choice of engine, they would have made more sales.
With real Alfa Romeo engines and design, not Alfeugeot.
It sells because it's the cheapest and most accessible Alfa on the market.
As for the other 3 models, they're not only old, they're far too expensive.
Alfa's «move upmarket» is a failure.
Perhaps the brand should have remained a generalist sports brand, and remained affordable, as with the Giulietta.
I remember, 10 years ago, the Alfa Romeo salesman used to tell me (when there were still Alfa Romeo dealerships): customers buy design, made in Italy and a bit cheaper than the Germans.
Even VAG has just announced that it's dropping all sales because it's a failure that has plunged them into the abyss. And we're not even talking about Audi and Porsche, who are laying off people left and right.
A Lexus is closer to the price of a contemporary Alfa, but with a finish and reliability that would send the Teutons back to the drawing board.
Alfa's move upmarket was by no means a failure, as we saw with the 2 products concerned, but it was Marchionne's sales figures that were simply utopian. The birth or rebirth of a brand is not a one-off event, but a long-term process.
And no, you don't buy an Italian for its design alone, but for the whole package (chassis, engines, roadholding, etc.).
Sales remain disappointing, yet the Giulia and Stelvio are exceptional. Every year, the German motoring press names the Giulia Quadrifoglio as the best sports sedan on the market.
Despite its undeniable qualities and unique chassis, sales were not what they could have been. Why?
A lack of hybrid engines, an inadequate brand image?
The move upmarket with the Giulia and Stelvio was followed by a move downmarket with the Junior and Tonale. As a result, it's no longer clear whether Alfa Romeo is a premium brand or not.
The Giulia has suffered from the time that has passed between it and the 159.
Two friends who used to drive a 159 told me that when it came time to replace it, there was nothing at Alfa.
A salesman told me the same thing.
And let's not forget the brand's reputation for unreliability.
Too bad, the Giulia is great.
I think exactly the same thing. The Giulia and the Stelvio are a success, it's what was needed. No more, no less. The problem was believing that everything could be sorted out in just 1 generation of vehicles...
Rome wasn't built in a day. But when it comes to Jeeps or, worse, Peugeots, perseverance seems to be a thing of the past... The same goes for the vomitous design of the future Stelvio that has been spotted. What's with the crack?
A far cry from the MiTo's sales figures and light years ahead of those of the Alfasud, not to mention the 33.
That's so it...
Amoroso, yes AND it's thanks to (or rather because of) whom ????
Potté? Before he rewrites history in HIS own way!
When was Alfa's descent into hell? ...is it Stellantis?
Factually, things have been going BETTER since Junior!
Admittedly, this is not enough for the whole to be doing well.
But that's no reason to spit in the soup.
Oulaaa need to calm down 😁 prospects at the Stellantis dealership will be wondering what's going on, sales are already down 🙄
I'm not rewriting anything, it's factual. 1: the 147, MiTo and Giulietta sold better; 2: the Junior is a quick dress-up of a 2008, with Peugeot parts, DS even in the cabin, and a general style that has nothing to do with Alfa Romeo. Putting a suit on Imparato doesn't turn him into Armani.
So Potté
Why FCA hasn't replaced the 147, MiTo and Giulietta ????
Are you comparing market volumes with those of two minutes ago?
To understand that there's no connection!
Global figures are also factual!
«Factually, it's Stellantis» models that save the company... not FCA's.
So yes, there isn't enough! Delays in changing model energies are causing a huge backlog.
You can stick it to Tavares .... But not EVERYTHING!
To relaunch the brand, you'd need a real Alfa Romeo (Made in Italy, real engine, real Alfa Romeo design, not Alfeugeot...).
In the early years, the 156, 147 and Giulietta sold much better too. In short, Alfa is simply paying for the total lack of sensible investment in the years 2015-2020. In the end, the Tonale was nothing more than a clever reworking of a Jeep! Just as the Junior is of a ds3 CB ... or another Jeep ( Avenger).... 😳
la Junior la tonale per esempio hanno solo un motore ibrido non ce scelta per il cliente e questo e anche un grande problem guardate per esempio i tedeschi quanta scelta ce per il cliente partendo dai motori se compri una tonale motore ibrido 174 cavalli complessivo solo quello c è se scegli il diesel 131 cavalli solo quello ce a disposizione e ridicolo una macchina di 50 mila euro 100millioni di vecchie lire 131 cavalli guardassero la concorrenza cosa offre
Alfa Romeo is the easiest brand to make a success. Incredible how the management makes missteps decade after decade. Tavares was the worst.
You are absolutly right. How its possible to destroy a brand with reputation like that. Even my 13 years old sun could do better. This mannagment is over.
Totally...
Es muss schnell was passieren, für Giulia, Stelvio muss dringend ein neues Modell mit starken Hybrid Motor und Elektrik angeboten werden! Auch ein kompaktes Modell , wie die Giuiletta , zu einem guten Preis sollte angeboten werden! Auch ein Spider wäre mal wieder dran! So wäre ein besseres Angebot , und viel mehr Verkäufe möglich!!! Auf gehts!!
Habe 1 Giulietta Diesel ( 200.000 km ) mit der 1. Kupplung ) und 2 Stelvio Diesel Hinterrad mit je ( 165000 km ) Problemlos gefahren, Traumhaft. Suchte aber einen Kombi und musste leider die Marke wechseln. Wäre Super wenn der 159 Kombi wieder kommen würde. Alfa hat gute Motoren und Spitze Design.