The success ofAlfa Romeo Junior continues unabated. After having first-quarter 2025 registration figures revealedwhich showed the strong contribution of Junior to the Italian brand's sales in Europe, a doubt returned in the comments: Is this success really being driven by private customers, or is it being inflated by rental companies and corporate fleets?
We therefore decided to take a closer look at the subject, analyzing registrations in France over the first three months of 2025, distinguishing between total sales and sales to individual customers only. And the results are instructive, to say the least.
Alfa Romeo on the podium of premium sales to private customers
| Brand | Total registrations | Of which individuals | Individual share |
|---|---|---|---|
| BMW | 14 511 | 4 469 | 31 % |
| Mercedes | 11 443 | 2 191 | 19 % |
| Audi | 11 100 | 4 383 | 39 % |
| Tesla | 6 696 | 3 142 | 47 % |
| MINI | 5 546 | 3 465 | 62 % |
| DS | 3 674 | 1 246 | 34 % |
| Volvo | 2 395 | 443 | 18 % |
| Alfa Romeo | 2 091 | 1 027 | 49 % |
| Lexus | 1 636 | 443 | 27 % |
| Alpine | 1 452 | 1 008 | 69 % |
With 1,027 registrations to private customers out of a total of 2,091, Alfa Romeo shows a ratio of 49 %. In concrete terms, almost one in two Alfa Romeos sold in France is to a private customer.
Better still, Alfa Romeo outperforms Lexus not only in the total segment, but also Lexus and Volvo in terms of sales to private customers alone. An unexpected performance that challenges certain preconceptions about the Italian brand and its clientele.
Junior appeals to individuals... but not yet to professionals
This result is obviously due to the successful launch of Junior. As we have seen in our previous article, this model now accounts for the majority of the brand's registrations in the main European markets. In France, it accounted for 68 % of Alfa Romeo registrations in Q1 2025.
And it's clear that private customers in particular are being seduced. Professionals, on the other hand, still seem hesitant, perhaps because of the model's youth, or the lack of an "image" vehicle, unlike other premium brands.
With a ratio of 49 % of sales to private customers, Alfa Romeo does better than BMW, Audi, Mercedes, DS, Volvo and Lexus. Only Alpine (69 %), MINI (62 %) and Tesla (47 %) did better or as well on this criterion. The brand still has plenty of room for improvement in the B2B channel, where its market share remains modest.
While some still doubted the real success of Junior, the figures speak for themselves. It would have been interesting to do the same analysis in Italy and Germany, but we don't have the figures (yet)!
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I hope it lasts! The Tonale had already done the same thing, I think, with good sales at the start of its career, only to go under.
I imagine that the expectation of novelty means that a certain number of customers of older Alfa models (such as the Giulietta) end up falling for a new model that comes close to what they want. I talked about this at work with a friend who drives a Giulietta. First she told me it's a shame there's no replacement, and then maybe this junior anyway! It's not done yet.
Still doesn't make it a true Alfa Romeo 😬
It's more of a 2008 in disguise than an Alfa.
Exactly, nothing to do with an Alfa. It's diluted Peugeot 👎
Personally, I'm of two minds.
I'm delighted to see that this Junior is selling. In the end, I'll be happy to have been wrong if this Junior is able to help Alfa get out of its rut and envisage a certain durability. But it's obviously too early to contemplate such a scenario. Watch out for sales figures in the coming months...
Alfa Romeo continues to epitomize craftsmanship and individuality in an age of globalised mass production, building unique automobiles at a competitive prices
Un Alfista con la A maiuscola rimane fedele a una Vera Alfa ...vedi Giulia e Stelvio , nate a trazione posteriore con un telaio e caratteristiche di guida eccellenti e invidiabili da qualsiasi altro marchio... ma le logiche di mercato nuovamente toglieranno dal mercato le " vere Alfa " , in cambio di surrogati derivati dalla galassia Stellantis che niente ha da spartire con il carattere sportivo , la classe ,la passione e la genialità delle vere Alfa , progettate da chi sa cosa si vuole da una Alfa Romeo... Non basta uno Scudo sul frontale per fare di un'auto una vera Alfa.