One year after its launch, theAlfa Romeo Juniorfirst presented in April 2024 under the name Milano, is the focus of much attention. This small B-segment SUV, the brand's first 100 % Stellantis model, was designed to broaden the customer base ofAlfa Romeo and strengthen its presence in an ultra-competitive market. So, after twelve months on the market, is the Junior a success or a disappointment?
A slow start
When it was launched in April 2024, expectations were high, but orders remained tentative. Within six months, only 10,000 units had been ordereda figure deemed insufficient for a model that is supposed to democratize the brand. Over the same period, the more expensive Tonale did twice as well at its launch.
The situation was all the more worrying in that Alfa Romeo sales were declining in Italy, its biggest market. Junior, heralded as the engine of future growth, was struggling to convince.
Turning point in October 2024
From October onwards, the trend reverses. The brand's strong presence at the Mondial de l'Automobile 2024 and the availability of hybrid and electric versions at dealerships seem to have played a triggering role. From November onwards, the pace of orders accelerated. In the space of a few months, Junior's cumulative orders rose from 10,000 to 30,000. The symbolic milestone was reached on March 20, 2025.
This spectacular turnaround testifies to a new-found dynamism, and Alfa Romeo has made no mistake. In a press release published at the beginning of May, the brand is delighted with an excellent first quarter 2025, with worldwide growth of +29 % compared with 2024. Junior is cited as a key driver of this performance, with 36,000 orders in 38 markets, including 18 electric 100 % versions.
A good March, but still far from bestsellers
March 2025 even proved to be Alfa Romeo's best sales month since June 2019, with more than 8,700 cars ordered in total, all models combined. In Europe, market share reached 0.5 %, a seven-year high.
But this success remains relative. Compared with its cousin, the Peugeot 2008, which will sell over 215,000 units by 2024, the Junior is still a long way behind. Nevertheless, it marks real progress for Alfa Romeo, which hasn't had significant volume in this segment for a long time.
Success or disappointment?
Based on the start-up alone, we'd call it a disappointment. But the sharp rise in sales since October 2024 has changed all that. With 36,000 orders in a single year, most of them in the last six months, Junior has demonstrated that it can be attractive, provided it has strong marketing support and a coherent range.
The real challenge now is to avoid the "soufflé" effect already seen with the Giulia, the Stelvio and, more recently, the Tonale: a good start, followed by a gradual collapse. If Alfa Romeo can maintain a monthly output of 4,000 to 5,000 units, the Junior can be considered a success and a solid foundation for the brand's future.
In any case, if you are interested in this Junior, you can read or reread our essays on Junior 156 hp on track, Junior 280 hp on track and Junior Q4 145 hp on road.
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