Alexandre
The Italian brand Alfa Romeo is going through a difficult period in 2024. The company had hoped to deliver between 80,000 and 90,000 vehicles worldwide, latest sales figures in its top ten markets indicate a decline of 20 % compared with 2023. According to our estimates, Alfa Romeo should therefore sell just over 60,000 units in 2024, compared with over 70,000 the previous year.
Figures at half-mast in several key countries
Alfa Romeo's performance was particularly disappointing in two of its historic markets, with -14 % for Italy and -18 % for the United States.
In his home country, despite a few encouraging months (March and September in particular), the general trend is downwardWith a total of 22,870 units sold for the year, compared with over 26,000 in 2023. Across the Atlantic, the brand suffered a similar fate, struggling to exceed 8,857 registrations.
Other major markets also posted sharp declinesThese include Turkey (-40.15 %), Japan (-42.37 %) and Switzerland (-44.22 %). Spain (-6.67 %) and Germany (-1.61 %) are also suffering. Only France is faring well, with an increase of 11.10 %, as are Austria (+13.05 %) and the UK (+7.76 %). But these three countries are not enough to offset the overall drop in sales.
| Country | 2023 | 2024 | Evolution |
|---|---|---|---|
| Italy | 26785 | 22870 | -14% |
| US | 10898 | 8857 | -18% |
| Germany | 6198 | 6098 | -1% |
| France | 3938 | 4375 | +11% |
| Spain | 3058 | 2854 | -6% |
| Turkey | 2097 | 1255 | -40% |
| Japan | 1671 | 963 | -42% |
| United Kingdom | 1546 | 1666 | +7% |
| Switzerland* | 1384 | 772 | -44% |
| Austria | 1004 | 1135 | +13% |
*11-month data for Switzerland, which has not yet published December 2024 figures.
Production in Italy: -50 Alfa Romeo % "Made in Italy", the Tonale runs out of steam
This decline in sales is confirmed by drop in production at the brand's Italian plants that we published a few days ago. Italian trade unions announce a 50 % reduction in the number of Alfa Romeos produced in Italy by 2024. The Tonale is the model that is declining the most, with a -55 % drop in production in 2024. Despite Alfa Romeo's desire to preserve local manufacturing and offer a guarantee of "made in Italy" quality, the company seems to be paying for the lack of renewal of its products. Two years later, sales of the Tonale are showing signs of running out of steam. This does not prevent the brand from having slightly increased rates in many countries.
Aware of this downturn, Alfa Romeo reacts on the American market at now offering a Tonale version equipped with the 2.0 L engine borrowed from the Giulia and Stelvio, all at a very competitive price to try and boost interest and orders.
The new Junior SUV: hopeful, but still timid
Presented in May 2024, Alfa Romeo's new "Junior" SUV is the company's main new product of the year and represents one of the pillars of the brand's relaunch strategy. Initial figures are encouraging in Italy, France and SpainEven so, the model is still in its infancy in Germany. We'll probably have to wait several months to fully assess the potential of this more compact SUV, which is expected to appeal to a new customer base.
On the other hand, the prospect of this Junior landing on the American market seems very slim. Alfa Romeo can therefore not count on this model for 2025 in this country.
Missing the 2024 target, prospects for 2025
The ambitious goal of deliver between 80,000 and 90,000 cars in 2024 is missedWith a trend of -20 % in the main markets, and Italian production forecast to fall sharply. The figures for 2023 (70,000 units delivered) will therefore not be exceeded. Our forecasts even point to a total of just over 60,000 units in 2024.
Faced with these disappointing 2024 results, Alfa Romeo has several levers to turn things around in 2025:
- The Junior SUVThe launch of this new product in Europe, which could boost sales in the B-SUV and C-SUV segments, will be pursued and consolidated.
- The Tonale 2.0 L in the U.S.The lower price and the addition of a more powerful engine should appeal to American customers.
- The new StelvioThe new model: scheduled for presentation in 2025, with orders expected later this year for delivery in early 2026.
We all expected it. It was written...
Elkann let it happen, he's responsible...
As for the Stelvio 2, it might be a good idea for them to think about teasing it... If they're on schedule, of course...
It's going to take more than just "rebadged" Peugeots sprinkled with gimmicks reminiscent of the heyday of Italian automotive products and clones of other Group brand models to actively and significantly boost sales in Europe! 🙄
Not to mention the damage caused by Carlos Tavarès' strategy, a veritable industrial disaster...
I spent the 3rd week of December in Turin. I thought I'd see some Juniors and Ypsilons. The only "Junior" I saw was at Mirafiori in the "FCA Heritage Hub" parking lot (certainly that of an employee) and the new Ypsilon, not seen at all ...
der Tonale ist ENDHÄSSLICH und eine Beleidigung für den NAMEN ALFA ROMEO!
Hello, I may not have all the facts, but as someone who's owned an Alfa since 1981, I can't imagine an Alfa as a suv, and at Alfa, perhaps more than anywhere else, it's not just a bunch of sheep. Imposing fashion is all very well, but it doesn't have to please.
The brand's salvation will come from a fourth SUV, and perhaps even a fifth...
Ich fahre einen Alfa Tonale in Österreich/ Kärnten. Die Servicepartner sind ein Horror. Niemehr Alfa Romeo.
No.
I will continue to say this.
Alfa is overpriced.
At EVERY segment. $12-15K USD.
They've overpriced themselves into this condition.
No manner of "glitz", including rebadging the Maserati Grecale Fulgore as an Electric Stelvio Quadrifoglio will help them.
Over. Priced.
sigue teniendo fe, va a morir como murió en el pasado, nadie quiere un alfa romeo y con razón, fueron y son una basura. Otra cosa es que te guste el diseño etc, pero fiabilidad y calidad acabados basura.
If producing 2ltr engine for American market, I strongly suggest supply to the UK in the Tonale perhaps in place of the plug in hybrid.
Ich besitze einer 156ger von 1998 mit gerade 65000 Km. Das Auto ist schön. Ein echter Alfa. Bevor ich heute 40 K für einen Junior ausgebe, der keinen echten Alfa - Spirit hat, kaufe ich für 30K irgendein Auto.
We're crying out for a Guilia sportswagon, just look at how successful BMW and AUDI are with their estate cars, Alfa you are missing a trick here
December Alfa in Switzerland 86 pcs total 859 pcs for 2024
It's over, nobody wants an Alfa with a moped engine, it's the same for German and French cars, I'm keeping my two cars with my reliable 2-liter engines, the European car industry is sinking, we think we're saving the world, I'm speaking for the ecologists, in 10 years it'll be the turn of our aeronautics industry, the Chinese are coming with their comac. It's really sad. Chaos