Alfa Romeo returns to this Asian country after an 18-year absence

Alfa Romeo continues to make headway in Asia, a market where the Italian brand is struggling to find a clear strategy. After having open a showroom in Hong Kong in 2023, Singapore to close in February 2025the Biscione brand has chosen to return... to Taiwan. A symbolic announcement, since it comes after an 18-year absence.

On September 15, 2025, at an official event in Taipei, Alfa Romeo confirmed its return to this market. The brand, which celebrates its 115th anniversary this year, presented two of its flagship models: the Giulia and the Stelvio. But the real surprise was the presence of the Junior, the new compact SUV from Stellantis, scheduled to go on sale in Taiwan in the first half of 2026.

This comeback is made possible by the Shangteng Automotive Group, headed by Gao Yiyi, daughter of the chairman of I-Mei, a well-established local industrial player. Alongside her parents, Gao Yiyi affirmed her desire to develop the presence of European brands in Taiwan, and was optimistic about the potential of the local automotive market.

However, this choice raises questions. Alfa Romeo's sales in Asia remain modest: 832 units in China in 2022, while in Japan, despite being its regional stronghold, the brand has gone from 1,671 registrations in 2023 to just 963 in 2024. Against this backdrop, the opening of a dealership in Taiwan might seem paradoxical.

Yet Alfa Romeo is playing a strategic card here. Taiwan is a niche market, but it is distinguished by its affluent, car-loving clientele. What's more, the partnership with Shangteng Automotive offers a solid base, not least thanks to the family and economic ties with I-Mei.

Finally, this return to Taiwan illustrates a determination: despite the difficulties, Alfa Romeo does not want to abandon Asia. Between dealership closures and new establishments, the strategy remains difficult to read, but the brand continues to seek its equilibrium. After an 18-year absence, Alfa Romeo is returning to Taiwan. It remains to be seen whether the Giulia, the Stelvio and soon the Junior will be able to win over this market.