Alfa Romeo has just completed the first six months of 2025, and the figures are, to say the least, worth looking at. On the one hand, the brand is making progress in several European countries thanks to the Junior, its successful small SUV. On the other hand, key markets such as the United States and Japan show that the Turin-based company still has some way to go.
In the first half of the year, Alfa Romeo registered a total of 33,020 units, an increase over the last two years (27,802 in 2024 and 30,654 in 2023). At the current rate, the brand could exceed 70,000 units for the year, or even flirt with 80,000. if Tonale 2025 arrives on time.
Italy: Junior at the top, Giulia and Stelvio nowhere to be seen
Italy obviously remains Alfa Romeo's leading market, with 16,819 registrations, up 38 % on 2024 and 15 % on 2023. In detail, the Junior is driving growth with 8,450 units, followed by the Tonale (6,284). The Giulia and Stelvio, on the other hand, failed to make the top 50 sales list.
Germany: the only country where the Stelvio holds its own
In Germany, Alfa Romeo posted sales of 3,952 units (+7 % year-on-year). Here too, the Junior dominated with 2,175 units, ahead of the Stelvio (820) and Tonale (412). Unlike in Italy or France, the Stelvio still enjoys a certain degree of success here, proving that the compact SUV remains attractive to a segment of German customers who like D-segment cars.
France: Junior does all the work
In France, the dynamic is even more spectacular: 3,542 registrations, i.e. +51 % compared with 2024 and +77 % over 2023. Although full details are not available for the first half of the year, in the first five months, the Junior already peaked at 2,138 units, well ahead of the Tonale (697), Giulia (80) and Stelvio (79).
Spain: slight decline but solid Junior
In Spain, Alfa Romeo posted a slight decline with 1,681 sales (-9 % year-on-year). Here again, the Junior led the way with 1,042 units, ahead of the Tonale (360) and Stelvio (236).
United Kingdom: a promising recovery
In the United Kingdom, Alfa recorded strong growth (+56 % year-on-year) with 1,358 registrations. The opening of Junior's order book in March explains this upturn.
Turkey: an unexpected surge
Turkey surprised with 812 sales, +85 % versus 2024, even if the two-year comparison shows a decline (-37 %).
Japan and the United States: two thorns in the side
Two black spots remain:
- The United States, once the second-largest market behind Italy, dropped to 4th place with just 3,164 sales, down sharply (-34 % over one year, -33 % over two years). Without Junior (not sold on the other side of the Atlantic) and with Tonale struggling to convince, the US market is suffering. Giulia and Stelvio are also having to extend their careers longer than expected, due to the postponement of the new Stelvio.
- In Japan, Alfa Romeo is still waiting to turn things around. Sales are down 15 % on 2024 and 49 % over two years (483 units). The opening of the Junior order book in June could reverse the trend in the second half of the year.
Still too dependent on a single model?
These figures show that Alfa Romeo is reviving thanks to Junior. But they also confirm a well-known pattern: the brand remains too dependent on a single model to exist. The Tonale is still not enough to diversify the range, and both the Giulia sedan and the Stelvio are declining almost everywhere, except in Germany.
For Alfa Romeo, the challenge is clear: transform the Junior's success into a lasting rebound, while renewing its range to avoid a relapse. Rendezvous at the end of 2025 to see if the brand can break through the symbolic 80,000 registrations barrier, and if the Junior will remain its sole driving force.
| Country | 6 months 2025 | evolution 2024 | evolution 2023 |
|---|---|---|---|
| Italy | 16819 | 38% | 15% |
| Germany | 3952 | 7% | 27% |
| France | 3542 | 51% | 77% |
| United States | 3164 | -34% | -33% |
| Spain | 1681 | -9% | -8% |
| United Kingdom | 1358 | 56% | 93% |
| Turkey | 812 | 85% | -37% |
| Austria | 748 | 22% | 15% |
| Japan | 483 | -15% | -49% |
| Switzerland | 461 | 22% | 15% |
| Total | 33020 | 27803 | 30654 |
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So much for Junior's detractors("it's ugly" "it's a 2008", etc)... 😉
Yeah, well, they may be announcing rising figures, but we don't see any rolling!!!!
Personally, I find it even uglier in person than in the photo, but that's my personal opinion. It's not horrible, but it's not really in the Alfa style, with its Renault front and Kia-style rear.
The biggest mistake is to have only the 1.2 puretoc as an engine choice, ok at the entry level but we should also be able to have the 1.5 l Tonale and the 1.6 jtd. I'm sure sales would be even better.
I agree completely, I have a Junior twice, I looked at it closely, it looks nothing like an Alfa, really disappointed with the design.
Superschönes Auto, ein echter Alfa Romeo, der Junior!
We don't know where the juniors are, we don't see them on the roads, it's all a blank. Are they pre-orders from obligatory dealers? It's all very dubious.
We have a Junior Ibrida. We are very happy. Pleasant car inside, but still "Alfa spirit".
We came back to this brand a few years ago. We had 156, 156break and guilleta in the 70s. Happy.
Ar trebui un MITO restilizat complet puțin mai mare și cu 5 uși și o Giulieta restilizata cu mai multe opțiuni de motoare și gama ar fii competa Nu toată lumea își dorește SUV Și nu au toți bani de Giulia
Let's just say that in France, we can be delighted that the brand is enjoying renewed interest from new customers, which is what STELLANTIS is aiming for!
I can only assume that the sales pitch, the markedintesque advertising campaign and the aggressive pricing, especially on rental, have contributed greatly to this relative success.
I've tested it!
As for the Alfa DNA, I'm still looking! 🙄
But considering the car culture of today's buyers, I'm not surprised (and not just about cars! 😅).