In 2025, Alfa Romeo can boast a flattering figure at first glance: an overall increase of around +22 % compared to 2024. On paper, the dynamic is positive. In reality, this increase tells the story of a brand that is struggling to get back on its feet after hitting rock bottom... without yet changing category.
Italy, a key market that highlights limitations
It's in Italy that the situation is most stark. For the full year 2025, Alfa Romeo ranks only 20th in the national market, behind a long list of generalist manufacturers such as Suzuki, Nissan, Skoda, MG and Kia. Admittedly, the brand is up 23 % on 2024, but it remains far behind the premium and semi-premium heavyweights: BMW, Audi and Jeep are all comfortably in the top 10.
Details of Italian sales are even more telling. The Alfa Romeo Junior is the real pillar of the range, with 14,172 registrations over the year, representing almost 50 % of the brand's volumes in its home country. This success puts it in 28th place overall. The Tonale follows at a distance with 10,727 units, while the Giulia and Stelvio drop out of the top 50, sharing around 4,000 registrations between them. This extreme dependence on a single model perfectly illustrates the brand's current fragility.
Germany, Europe's pleasant surprise
Germany, on the other hand, is a source of satisfaction. With an increase of +20 %, it will become Alfa Romeo's second-largest market by 2025. The month of December, with 529 registrations, confirms a trend observed for several months: the Junior in the lead, followed by the Stelvio, then the Tonale. Overall, the year ended with 7,335 registrations. If the brand succeeds in relaunching the restyled Tonale in 2026, while maintaining the current level of sales of the Junior and Stelvio, the symbolic threshold of 10,000 annual registrations in Germany becomes attainable. A true test of credibility for the product strategy.
Strong growth in France... to be put into perspective
In France, Alfa Romeo recorded its strongest relative growth among the major European markets, with +41 %. The particularly strong month of December 2025 closed the year with 6,202 registrations, making France the brand's third-largest market, now ahead of the United States. This performance is to be applauded, but it must be put into perspective. Alfa Romeo's volumes are close to those of Alpine, Honda and Lexus, while brands such as Cupra, Opel, Kia and MG are clearly playing in a different league, with volumes multiplied by four or five. Here again, progress is real, but the structural gap remains immense.
The United States, a worrying fall
Formerly the brand's second-largest market, the United States will fall to fourth place by 2025. With just 5,652 registrations and a drop of 36 %, the American market illustrates the limits of the current range. With no major new models scheduled for 2026, apart from the restyled Tonale, no significant upturn is expected in the short term. The real turning point is now postponed until 2027, with the announced arrival of a new model.
Positive signals on secondary markets
In other markets, indicators are more encouraging. Spain grew by 15 %, driven mainly by Junior, while Poland, where the model is produced, recorded a particularly strong December with 313 registrations. This monthly volume is comparable to that in the United States and higher than in Spain, proving that the compact SUV naturally finds its local audience.
Turkey also confirms its solid momentum with +38 % over the year, while Japan impresses with an increase of 70 %, driven by 1,642 annual registrations. The same is true of the UK, up 80 %, and Belgium, Switzerland and the Netherlands, where growth sometimes exceeds 40 or even 100 %. These markets are still modest in terms of volume, but they show that the brand can win people over when it offers a suitable product.
Overall progress... but the glass ceiling remains intact
Overall, in the countries monitored, Alfa Romeo will have registered around 63,500 units by 2025, an increase of just over 22 %. Including the missing markets and the time lag between orders and registrations, the final figure should be around 65,000 units, or even closer to 70,000, according to the brand.
But that's precisely where the problem lies. Apart from the exceptional years of 2017 and 2018, Alfa Romeo has been hovering between 60,000 and 70,000 annual sales for over a decade. Recent history shows that this level is a ceiling that is difficult to break. As long as the brand does not sustainably exceed 100,000 registrations per year, it will be difficult to speak of a real change of dimension. Yes, 2025 is better than 2024. Yes, the trend is positive. But for Alfa Romeo, true success will not be measured in percentage growth... it will be measured in absolute volume, and above all in the ability to finally break out of this permanent survival zone.
| Country | Registrations 2025 | Evolution |
|---|---|---|
| Italy | 28148 | 23% |
| Germany | 7335 | 20% |
| France | 6202 | 42% |
| United States | 5652 | -36% |
| Spain | 3284 | 15% |
| United Kingdom | 3000 | 80% |
| Poland | 2382 | |
| Turkey | 1741 | 39% |
| Japan | 1643 | 70% |
| Belgium | 1523 | 45% |
| Austria | 1419 | 25% |
| Switzerland | 1177 | 37% |
| Netherlands | 1034 | 113% |
| 63506 | 22% |
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That's why he's bringing out real models that are affordable AND accomplished. If the Junior hadn't been a rebadged Peugeot with elitist pricing, it would have sold much better...
IN THE ROAD! And no PureToc and other peugeoteries...
What's more, I don't come across any Alfa Junior in France, where are they ???
Karuk
Generally on roads and streets.
Less so in the heart of forests and treetops.
I'd say that if the Juju wasn't a Peugeot, it wouldn't exist, so Alfa would already be dead. The Alfa product plan announced under FCA never really existed. So it's logical that nothing serious exists from Alfa apart from the 2 old cars.
Potté
You spit on the brand that saved Alfa!?
Have you heard of any Alfa with a Stellantis engine breaking down???
The problems have been solved for almost 3 years!
The FCA-era Tonale is better ???
You're ridiculous in what you say, the facts prove you wrong every time.
Most brands, not the least suffering AR, would fancy sub-premium Peugeot underpinnings. The 2/3/4/5 series are best-n-class. And that's what AR got. As to the old riddle PureTech ... maintenance at prescribed intervals AND the correct oil makes all the difference
Poland + 62 % y/y !
Alfa can't compete and be considered a serious alternative when they change plans every 2 years.
They only offer 4 models and the last time Alfa had a full range of models which were all newly presented was 2000-2004 (147,156, 166, GT, Spider/GTV, 156 SW ecc).
Nowdays? A new model, a model which came late (Tonale) and 2 cars that are now considered old in market logic.
It's ironic that it should be an Alfa with a "PSA underpinning" that allows the brand to rise again... 😀
And above all, it's proof that there's a world of difference between reality (the average motorist who buys) and social networks (enthusiasts who spit on them) 😉
It's true, and Alfa Romeo fans like me are astonished: Alfa Romeo makes most of its sales with the least Alfa Romeo of Alfa Romeos, even if the Junior Veloce is sharp and worthy of the name. But the models underneath, apart from the not too bad design, how can I put it...
But the same could be said for other brands: I don't think recent BMWs, with their 3-cylinder engines and haphazard design, are any better.
Es wäre an der Zeit auch Mal die Garantie von Alfa anzuheben.
Von derzeit 2 Jahren auf mindestens 4 jahre was natürlich erbärmlich ist wenn man asiatische Hersteller anschaut so eben 4,5 und 7 Jahre was auch ein Kaufargument ist.
We can see a few Juniors in the Paris region.
It's not ugly, although I'm having a bit of trouble with the rear.
The big problem is under the hood...
Bailleul
In people's minds ... it's the bad reputation, but in reality, not really.
When Junior was released, most of the problems had been solved, unless I'm mistaken?
After that, e-reputation will have a hard time.
Alfa ist als italienische Marke mit großer Vergangenheit immer noch in vielen Köpfen verankert. Aber mehr als 60000-70000 Zulassungen werden es auch nicht mehr werden. Wichtig ist, dass die Marke am Ende Geld verdient. Und ja, ich tue mich auch schwer mit PSA-Motoren, aber den meisten Käufern ist das egal. Wie es aussieht, kaufe ich dieses Jahr einen neuen Tonale. Auch, wenn er keine Tests gewinnt und es vielleicht bessere Autos gibt...na und? Alfa per sempre.
People no longer want midsize cars with sporty character, coupes, and sedans, so the need for a true Alfa Romeos has disappeared. Today's Junior and Tonale, frankly, aren't Alfa Romeos; they're more like Porsches Cayenne and Macan, only much worse (and cheaper). So we have a company producing two mediocre small SUVs on third-party platforms, and it looks exactly like Fiat's destruction of Lancia in the 2000s.
Zu Alfa Romeo ist alles gesagt. Sehr viele kluge und kenntnisreiche Kommentierungen! Respekt! Auch eher emotionale aus echter "Alfisto" - Mentalität. Was immer wiederkehrt ist: die "unerreichte" (unerreichbare?) Qualität, die technische Kompetenz der "Deutschen" und ihre "hellwache" und schnelle Reaktion auf technische Neuerungen oder Qualitätsprobleme. Das ist sicher nicht falsch...aber eben auch ein Stück weit "Legende". D a s zu erreichen wäre! - für Italiener - und auch Alfa - eine Frage des Wollens.... nicht des Könnens. Aber : wer (immer) zu spät kommt, den bestraft das Leben....oder der " Markt"........und in der kommerziellen " Nische " kann man keine Erwartungen mehr erfüllen. Nochmal: schade! Alfa....