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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As already mentioned, deliveries are scheduled to start in late 2024, or even 2025 in some markets.
So we can't yet talk about a year of marketing, but rather 6 months.
As for the Grande Panda, we can't say it's currently on the market, as it's not available.
And it's not surprising that the Junior brings in volume. Alfa has always sold its alfasud, 33, giulietta and mito models better than those in higher price ranges.
We're talking about orders here, not registrations. Two different things. It doesn't matter what the delivery time is here. So I'm sticking with the 1 year marketing 🙂
I'm waiting for a diesel / hybrid? Performance.....
A dream? So I reluctantly look elsewhere.
I've seen three in circulation.
Including one registered in Germany.
Next step: the Stelvio. This will be the launch that I think will seal the brand's future. It doesn't look bad at first glance. We'll see if it catches on with customers who've probably forgotten Alfa Romeo because it's so self-invisibilized...
Talk about a success! When it was launched, the Alfa Sud sold 120,000 units in one year, the 33 85,000 and even the Mito 60,000!
RAGAZZI E DIRIGENTI DI ALFA ROMEO JUNIOR IBRIDA SPECIALE; L'HO ACQUISTATA IL MESE DI NOVEMBRE 2024 , OGGI 06/05/2025 TRASCORSI QUASI SETTE MESI ANCORA NON SO UNA DATA PRECISA PER LA CONSEGNA! NON VI PARE UN PO ESAGERATO? ASPETTO UNA CONSEGNA SOLLECITATA. GRAZIE MILLE.
36,000 copies of this Peugeopel?
In its first full year, the Giulietta sold over 82,000 units...
When I say that a TRUE replacement for the Giulietta would have sold twice as much as the Junior...
Yes and no... Not necessarily! As much as I can understand the desire for a new Giulietta in the range, betting on the sales figures it would make/have made is very audacious. Between 2010 and 2025, 15 years have passed. Cars are no longer priced the same (thanks to pricing power and the SUVization of the French automotive landscape). More and more brands are bottling up in ultra-popular segments (SUVs) and in a sluggish European market, where standards, taxes and surcharges are slowly sinking the auto industry, putting the brakes on purchases by individuals and businesses alike.
(continuation of my message)
Many of yesterday's Giulietta customers can no longer afford a Junior today. Inflation has also taken its toll, and many people are getting poorer. So bringing out a Giulietta today would obviously not be the same as that of 2010 in terms of standards, equipment, competition, consumer tastes and, above all, price. So to say that it would sell 2x as well as the Junior is a bold gamble that I personally wouldn't take.
Alfa Romeo remains fragile. Barely launched, Tonale sales have collapsed, probably impacted by the launch of the Junior. I also think that the challenge will be a long-term one. Despite everything, Alfa Romeo is arousing curiosity and symbolic expectations. Lancia could pay the price. DS too, especially if number 8 disappoints first-time buyers.
Please stop with this stupid article called one year!!!! It's not one year since it was only electric and we know how electric cars sells badly!!!! Don't be stupid, one year will be in November this year!!!!
The stupid gentleman explains that, in this case, both versions had to be launched at the same time. As soon as the orders are opened, the orders start, whatever the engine. This is the case for all brands, so why make an exception for this model?
Not many Juniors or Tonales on the road, not to mention Giulia and Stevio.
I remember the 2000s, when 147s and 156s were a dime a dozen, but that was before. I think it will be very difficult to relaunch this mixed brand.
Ich besitze und fahre Alfa Romeo seit bald 40 Jahren, darf mich durchaus als Fan der Marke bezeichnen. Aber Tonale und Co. ... NEIN DANKE! Für solche Fahrzeuge, kann ich mich wahrlich nicht begeistern.
Alfa Romeo sollte sich wieder besinnen und die Autos bauen, welche ihre Kunden wünschen, bezahlbare, schöne, sportliche und leistungsfähige Coupés, Limousinen und Cabrios.