Alfa Romeo is enjoying a year of contrasts in 2025. On the one hand, the Italian brand is enjoying remarkable growth in Europe thanks to its new compact SUV, the Junior. On the other hand, it is collapsing in the United States, a market which until now had been its second pillar.
Italy: Junior wears the brand
In Italy, the brand's historic stronghold, Alfa Romeo grew by 35 % between January and August 2025. This performance was mainly driven by the Junior, the country's 26th best-selling model with 10,092 units, out of a total of 19,750 Alfa Romeo registrations. The Tonale follows at a distance (7,288 registrations), while the Giulia and Stelvio, now outside the top 50, plateau at 2,370 cumulative units. Without the Junior, the brand would not have experienced such a rebound.
United States: the plunge
On the other side of the Atlantic, the situation is quite different. Long Alfa Romeo's second-largest market, the United States now lags behind Germany. The brand posted a 31 % drop, with just 4,254 registrations over eight months. The only improvement was an artificial upturn in July and August, probably linked to early registrations in the face of Donald Trump's 15 % tax on European automotive imports. But this cyclical effect was not enough to halt the underlying trend: the American market is closing in on Alfa Romeo.
Germany: the new second-largest market
Germany became Alfa Romeo's second largest market, with 5,222 registrations (+15 %). Here again, the Junior is the driving force (2,500 units), but a local peculiarity is that the Stelvio remains very much in demand, ahead of the Tonale and Giulia. A sign that the premium SUV continues to appeal to a demanding German clientele.
France: soon ahead of the United States?
France ranks fourth with 4,215 registrations (+55 1TP3Q). But the trend is clear: at the current pace, the French market could overtake the United States as early as September to take third place worldwide. Here, the Junior crushes everything: 3,089 units, far ahead of the Tonale (917), the Giulia (110) and the Stelvio (99). Without the Junior, Alfa Romeo would be virtually invisible in France.
Spain: strong Junior sales but stable volumes
In Spain, volumes remain modest and stable overall: 2,085 registrations between January and August, on a par with previous years. But Juniors already account for the vast majority of sales: in August, 207 of the 228 Alfa Romeos registered were Juniors.
Turkey: a market of contrasts
Turkey, once a dynamic market, now relies mainly on Junior and Tonale. While the market is 84 % higher than in 2024, it is 43 % lower than in 2023. And unlike in other countries, the Junior is not generating any real novelty effect.
Japan: a promising start for Junior
In Japan, Junior was introduced at the end of June. Its impact on sales will only become apparent in the coming months. In the meantime, the brand is up 17 % year-on-year, but remains 34 % behind 2023.
United Kingdom: an encouraging recovery
The UK is showing interesting momentum, with 1,616 registrations, up 52 % on last year and 72 % on 2023. The UK market thus confirms a slow but solid recovery.
Switzerland and Austria: contrasting trends
Switzerland remains shy with 622 registrations (+14 % vs 2024, but -40 % vs 2023). The Junior does not yet seem to be convincing. Austria, on the other hand, is making strong progress, with 1,021 registrations (+35 % year-on-year).
Poland: a market on the rise
Poland, Junior's production country, grew by 49 % with 1,091 registrations in the first half of 2025. This puts it ahead of Turkey, Japan, the UK and Austria.
An increasingly European brand
In all, across the ten countries monitored, Alfa Romeo recorded 40,565 registrations between January and August 2025, an average of around 5,000 cars per month. Even adding the other markets, the brand would still struggle to reach 70,000 annual registrations.
The picture is clear: Alfa Romeo is becoming a very European premium brand, driven almost exclusively by Junior (51 % in Italy, 47 % in Germany, 73 % in France), while the United States is receding into the background.
Please mention Italpassion when relaying our figures!
| Country | January - August 2025 figures | Change n-1 |
|---|---|---|
| Italy | 19750 | 35% |
| Germany | 5222 | 15% |
| United States | 4254 | -31% |
| France | 4215 | 55% |
| Spain | 2085 | 0 |
| United Kingdom | 1616 | 52% |
| Austria | 1021 | 35% |
| Turkey | 995 | 84% |
| Japan | 785 | 17% |
| Switzerland | 622 | 14% |
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