Over the first five months of 2025, Alfa Romeo recorded a 20 % increase in worldwide registrations compared with the same period last year. An encouraging figure, driven in large part by the arrival of the SUV Junior... but it also highlights another reality: the Tonale, supposed to be another pillar of sales, is struggling to keep up.
Growth driven by a few key markets
With 27,695 registrations between January and May 2025, Alfa Romeo made significant progress, particularly in Italy (+32 %), France (+65 %) and Germany (+20 %). In these markets, the Junior is already a best-seller, which, according to our figures, accounted for 50 % of registrations in Italy, 71 % in France, 62 % in Spain and 58 % in Germany.
This success is all the more remarkable given that this model is still in the deployment phase. In the UK, the Junior has only just arrived, which explains the spectacular surge in this market to +123 %, despite the absence of data for May. As for Japan, a country lagging behind with a decline of -28 %, the Junior is not yet on sale there, with pre-orders due to start soon, on June 24, 2025.
| Country | january - may 2025 | Evolution |
|---|---|---|
| Italy | 14244 | 32% |
| Germany | 3325 | 20% |
| France | 2994 | 65% |
| United States | 2828 | -28% |
| Spain | 1462 | -12% |
| United Kingdom | 1000* | 123% |
| Turkey | 644 | 58% |
| Austria | 509* | 38% |
| Switzerland | 364 | 0% |
| Japan | 325 | -28% |
| 27695 | 20% |
The United States, a black spot for the brand
Long Alfa Romeo's second-largest market behind Italy, the United States now fall to fourth place, with just 2,828 registrations over five months, a drop of 28 %. The Junior, not intended for the North American market, leaves a gap in the range. And with nothing new to offer in the face of fierce competition, the brand is slipping back dangerously, losing ground month after month. And this is likely to continue, since the release date for the new Stelvio seems to be getting further and further away.
Tonale to be relaunched
The Junior's dynamic performance cannot mask the weaknesses of the rest of the range. The Tonale, ambitiously launched in 2022, is struggling to make a lasting impression. In most of the countries where the Junior is successful, it now accounts for less than 40 % of sales, an alarming figure for an SUV that's supposed to take the brand into the market's most buoyant segment.
A Tonale update is scheduled for 2025but no concrete information has yet been released. Alfa Romeo urgently needs to restore its appeal, especially as annual sales targets are ambitious: over 70,000 units are virtually guaranteed, but 80,000 still seems a long way off without a strong boost from Tonale. And that would be a minimum for Stellantis, at a time when Alfa Romeo exceeded 100,000 annual sales in 2017-2018, buoyed by the joint launches of the Giulia and Stelvio.
Fragile growth
Alfa Romeo's current progress is based almost entirely on a single model. Dependence on a single vehicle is a structural weakness. While the Junior will help to restore the brand's visibility, its ramp-up alone will not be enough to put Alfa Romeo on a sustainable growth trajectory. We were promised a new Alfa Romeo every year, but so far we've had the Tonale in 2022, the Junior in 2024 and, we hope, the Stelvio in 2026.
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Let them bring out a Giulia sedan not too far from the current design, also in station wagon form, and a Stelvio close to the current one, with real Alfa engines in petrol, diesel and petrol hybrid, accompanied at the top of the range by powerful and ultra-powerful sports versions in Quadrifoglio and GTA styles...and if they want to please the escrolos with an electric version, you'll see if sales don't jump!
The range lacks a Giulietta sedan and stylish hunting estate based on the Peugeot 308. And Alfa will return to decent sales with the Junior - Giulietta pairing.
Purists be damned, we've got to save the brand.
The Giulia and Stelvio will be the icing on the cake, along with - let's dream a little - a GTV.
Missing engines on the Junior and Tonale. The Tonale now has the 268hp 2L GME engine, but only for the US market. The Junior is selling well, so much the better, but either the PureTech or the 100% electric (the Junior Veloce is very good, a real sports car, but the constraints on the use of electric cars are still too great), it can't be enough.
Another delay for the Stelvio and Giulia replacements, which doesn't help matters.