Alfa Romeo continues to expand in China with the opening of a new dealership

China is still a country of fantasy for many European automakers, Alfa Romeo including. However, the Italian brand has been struggling to break through in recent years (see our article Alfa Romeo, the Italian brand, is not winning over the Chinese).

Even so, Alfa Romeo is pleased to announce the opening of its new dealership in Hong Kong, Azzurri Automobile. (which will also include Fiat, Abarth and Jeep), where the new versions of the Giulia and Stelvio Quadrifoglio, as well as the new Tonale compact SUV, will be showcased.


Jean-Philippe Imparato, Managing Director of the long-established brand, said: "Following the opening of the Wan Chai showroom in June, our Hong Kong partner Azzurri Automobile inaugurated a new 6,000 m² service center this week to offer our customers the best possible service and assistance. Alfa Romeo is back in Hong Kong!

As a reminder, here are Alfa Romeo's sales in China:


It's not certain that the new versions of the Giulia and Stelvio, or the Tonale, will make any difference to sales volumes in China. Alfa Romeo is therefore preparing the ground for future electric models, namely the Giulia and Stelvio, which will be presented in 2025 and 2026. In the meantime, we'll have to survive...


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  1. It's not a product problem, it's a culture problem, and Alfa is targeting the USA, nickel, China? It's pointless, because even ABMP and Lexus are having a hard time with their sporty versions over there, and the Giulia is a size too small.

    • Whether it's the current Giulia, the Future or the future one... it will always be a flop in China, and with electric cars even worse, because the Chinese prefer Chinese cars to electric ones, and the VAG group is seeing this with its sales collapsing there.

  2. Sales didn't do too badly in 2018 and 2019, and since then it's been all downhill!
    I'm not sure that the Chinese know much about European brands, apart from German ones.

    • Even the Germans are being overtaken by Lexus, but all the cars there are sold in stretched versions with engines that rarely exceed 2.0l. They all focus on comfort and social m'as tu vu.... A different culture from ours.

  3. The dealership looks nice, I hope the strategy will include F1, in my opinion it's the only way to make a name for yourself in China, that and the visit to the museum in Arese. For the future, the longer Giulia in 2025 or 2026 will be more in line with local tastes, sportiness notwithstanding. Still, the technical specifications seem up to scratch. Maybe a major coachbuilder will be involved, that would be nice. As for the rest, as you say Alexandre, we'll have to hold out until then...

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