WhileAlfa Romeo records growth of around 20 % over the first quarter of 2025, including 74 % in France, driven by the excellent start-up of its new Junior SUV, one observation is obvious: the Tonale, which is supposed to be the backbone of the range, is in sharp decline. That's the clear message from Alain Descat, Director of Alfa Romeo France, in an interview with Journal Auto : "We need to revive the Tonale."
Since its launch in the spring of 2024, the Junior has boosted Alfa Romeo sales spectacularly. It now represents, according to our figures51 % of registrations in Italy, 68 % in France, 59 % in Germany and 64 % in Spain. According to Alain Descat, the figure even rises to 75 % of sales in France. But this success masks a more worrying reality: the collapse of Tonale sales.
A model in decline
A few days ago, Alfa Romeo announced that production of the Tonale has symbolically passed the 100,000 mark. In France, however, sales of the model have been falling steadily. A major blow for a model that was originally intended to be the heart of the Alfa Romeo range. The figures are crystal-clear: the plant produced just over 5,000 Tonale units in the first quarter of 2025, whereas it produced more than 82,000 over the full year 2024, and then more than 36,000 over the full year 2024. This represents a drop of -44% compared to 2024, and -75 % compared to 2023.
A restyling finally expected at the end of the year?
Faced with this situation, Alain Descat confirmed in the interview that the Tonale will be restyled at the end of 2025, not mid-year, different information than we had at the beginning of 2025. This restyling will be accompanied by an ambitious commercial relaunch.
"The priority is to rebuild the brand and sustain sales beyond Junior alone," explains the CEO, who is also counting on the BtoB channel (sales to professionals), still marginal but set to double rapidly from 11 % to 20 % of sales, and eventually to 30 %.
The Junior, Alfa Romeo's new powerhouse
It has to be said that Junior isn't just attracting new customers: it's bringing back former Alfists, particularly those disappointed by the discontinuation of the MiTo in 2018, and is also winning over premium customers accustomed to brands like Mini. "We're achieving a conquest rate of 70 %," says Alain Descat.
While Alfa Romeo today boasts the best profitability per new vehicle in the Stellantis Group (over €2,000 margin per VN), the equation for 2025 remains clear: transform the Junior into a success while resurrecting the Tonale.
As for the rest of the product plan, Alain Descat confirms our latest information: "At the end of this year, we will present the new generation of the Stelvio, to be marketed in 2026. [...] The new Guilia will be unveiled in 2026, to be marketed a little later.
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As long as the people in charge don't understand that an Alfa Romeo enthusiast won't drive around in a truck, and even less so with a stellantis engine (I've been an Alfista since 1981, and I could say since 1970), I know what it means to love the Italian brand, don't dream, the brand will suffer the consequences. Fashion is all very well with the bobos, but fortunately there are still some stable people out there.
Alfa died in 1992. All that remains is the name and a pale copy of the logo. Alfa was first and foremost the engines, then the styling. The rest was easy to live with. What's left of the double-shaft, the in-line six, the V6 and the Boxer? There's nothing left! The Alfisti who keep them running, nothing more.
If you drive today's Giulia and Stelvio, you can't help but think that Alfa Romeo is very much alive, even if these two models are ending their careers, and even if sales have been disappointing. The Giulia and Stelvio Quadrifoglio will remain among the finest Alfa Romeos ever built, and all models with the Giorgio chassis will have exemplified Alfa Romeo's excellence. So no, Alfa didn't die in 1992!
I totally agree
Exactly! I'm of the same opinion. I had the pleasure of owning a 1750 véloce quadri foglio verde in '76, it was a real Alfa! 118 HP, 4 disc brakes, 5 gears (repartied and not a 5th for cruising), super handling. The end came with the Alfetta and Giulietta. The Alfa spirit is dead!
Exactly, and the same goes for me!
What are they waiting for to make high-performance diesel engines in this area, Giulio and stelvio ????
The problem with your analysis is that Alfa won't survive on Alfisti alone.
It must be looking for customers elsewhere, and those customers are fond of SUVs.
Don't get me wrong, the brand has to go and find customers where they are.
From Rolls to Ferrari, they're all there, and you know what? Well, the best-selling Rolls is an SUV, and the FERRARU SUV IS SOLD OUT.
Criticism is easy, but the brand has to survive your analysis, which makes no commercial sense.
The Ferrari Purosangue is an FUV, not an SUV. Not only does it meet a demand, but according to all those who have had the chance to drive the Purosangue, it is an exceptional Ferrari, albeit different from other Ferrari models.
We all agree that we need to offer what customers want - SUVs - even if we'd also like to see compacts and sedans.
I don't think we can ask them to think like that.
I'm a former car mechanic and I have a tonale 160cv hybrid (alfa engine not Peugeot).
How do you make obtuse, closed-minded people understand that boxer v6 engines, etc., no longer meet today's pollution standards?
Living in the past may keep them sane....but it doesn't help them move forward.
My first esparto cars date back to the 80s.
Times change, of course, but I'm very happy with my Tonale (plug-in hybrid), a swift 4×4.
It's nothing like the 1982 Giuletta, of course, but on mountain snow it's still a bit better.
Does anyone know a MiTo or Giulietta owner who has replaced their car with a Junior?
Certainly not me! I'm keeping my brave Giulietta (200,000 km without any problems, really), until they come back with REAL thermics, that's the way it's going to be.
These Tonale and Juniors are just OK for the bobos, but not for real alfists (...since 1958!).
The problem? It's not the real Alfistes who will save the brand.
Rather die, I'm going to replace the mito with a Giulietta, there's nothing... Well at an affordable price especially, Giulia too expensive.
Not me, I've just taken possession of my Mazda CX 30 to replace my 2014 Giulietta after an Alfetta 2000 two 156s and a 159.
The twin spark engines and even the 5-cylinder jtdm, like the Giulietta's 240hp QV, were all worthy of the brand, despite being part of FIAT.
I've had a MiTo and still have a Giulietta Veloce. I'm likely to buy a Junior Veloce since I've been driving it, and I've been as convinced as anyone who's tried it. It's a real sports car with excellent handling. But I wouldn't for practical reasons (no chargers in my building, and a range that's too short). With a good internal combustion engine that's not a PureTech, I could also take the plunge, but that's not on the agenda.
Not me! Hanging on to my 2016 Mito with just over 77k on the clock. My first Alfa was one of the very first 147's.
I'm keeping my Giulietta, I love its lines.
In any case, I've got a Tonale special 280 hybrid and I'm very happy with it. So it's true that it's not a pure Alfa Romeo sports car, but it allows those who love the brand to have a family suv that stands out from the crowd and still has a good sporty temperament. And I can tell you that it turns more heads than I could have imagined. ( verde Montreal must help )
I give my opinion as a connoisseur of the brand, GT coupe v6, 4c lunch edition, mito ssbk, etc, etc ....
Absolutely the same. I have the same..
Grumpy old men who say it was better before haven't had an Alfasud completely rusted out after 50,000 km😂
I vecchi non comprano nulla ...
Infatti la 280 va fortissimo
The Tonale is the most beautiful of compact SUVs when viewed from the front or three-quarter front. In profile, the large overhangs (much larger than on the concept) and enormous front and rear fascias, painted black above all, unbalance the overall lines. When it comes to restyling, they could do as BMW did with the iX and revert to body color to limit the damage. As for the "inevitable" end of compact sedans, BMW has just announced a new 1 Series for 2028.
Per chi ha conosciuto le vere Alfa Romeo degli anni 70/80, Alfa è sinonimo di motori e tenuta di strada. La tonale non dà alcuna soddisfazione in termini di potenza e sound. Ho provato il 160 CV, una delusione. Magari con un motore 1750, cambio ZF e un sound adeguato potrebbe fare risvegliare gli appassionati di Alfa Romeo
Mr Alain Descat, I personally know a neighbor who has just sold his Giulia to return to BMW because he understands that the new Giulia will no longer be a rear-wheel-drive sedan with a powerful petrol engine - his was a 280 CV. He had returned to Alfa after long years with BM, after an Alfa 75 V6 and a 164 Q4 Quadrifoglio! Why do you think he's leaving Alfa Romeo again?
Se ne pentirà la Giulia meglio di bmw
Wait? What?
The new Giulia won't be rear wheel drive?
Blasphemy!
Untrue. The new Giulia will be RWD & AWD.
The Tonale is beautiful . Alfa have done a brilliant job in a completely new market. Yes I prefer a car to a crossover. I didn't really appreciate it's presence until I saw one parked in a street. We have just bought one the self charging hibyrd. It's more suitable for a busy professional who is moving from a Mercedes. Yes it would be nice to see a car version. All things said a engine that can provide around 50mpg we a decent proformance is best . A Alfa engine ? well it's got everything else.
Was Alfa Romeo fehlt ist ein Montreal im Retrolook! Ein echter Sportwagen 2+2 mit V6 Motor und einem vernünftigen Preis.
Die Marke braucht ein Modell, welche das Image verkörpert, das würde auch allen andern Modellen helfen!
The future of a brand is not built on a clientele of purist fanboys who want to stay in the past, and who in any case are far too few in number to ensure profitability.
In short, what's needed is a product range that's broadly attractive, which doesn't mean it can't keep its core brands, as the Germans do so well, and which doesn't make fun of customers (who aren't necessarily hard-core aficionados) by not renewing their models!
We want "engines" as diesel ..... efficient in every model.....
With pleasure!
Personally, I don't ride with a coffee grinder "motor" ☕️ .
Stellantis is so lost its insane. They just need to quit...
I don't know anyone who has gone from a mito or giulietta to a junior 😱
In any case, I'm keeping my giulietta!
A tonale, why not but with which engine 🤔🤔🤔, 280 hp is fine but a 1.3 l to tow 1.8 tons!!!!
Ich würde mich zwar nicht als Alfisti bezeichnen - auch andere Mütter haben schöne Töchter - bin aber einige Alfas mit großem Vergnügen gefahren. Mein erstes Auto überhaupt war in den 70er Jahren ein wunderbarer Alfa 2000 GTV und nach einigen BMWs und Jaguars gab es a.o. zuletzt bus 2008 einen Spider 3,2 und einen 166 3,2 mit dem großartigen V6. Als dann insbesondere der 166 zu meinem großen Bedauern keinen Nachfolger mehr bekam, wechselte ich mit einer Träne im Knopfloch wieder zu BMW. .
Italophil hätte sich alternativ zu Alfa in der Oberklasse noch Maserati angeboten, die aber preislich im Vergleich zur deutschen Konkurrenz einfach viel zu teuer platziert sind, ohne wirklich einen Mehrwert zu bieten. Das alles bildet sich in den sinkenden Verkaufszahlen beider Marken ab. Ewig kann man nicht vom Markenflair leben. Bei Stellantis sind einfach zu viel unterschiedliche Marken vereint und es fehlt offensichtlich an Geld und Willen, diese Traditionsmarken gebührend individuell zu entwickeln. Der Zug scheint abgefahren.
Eine Tonale die teuerer ist als ein BMW X1 oder MB GLA. 12.000€ teurer als ein VW Tiguan. Während in Italien die Leute keine Arbeit mehr haben bekommen Herr Saia und Travares Millionen.
Alfa wird es bald nicht mehr geben.
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Schlimm wie hier die Alfa DNA mit Füßen getreten wird. Seit wie lange, 30 Jahren mittlerweile?
Tonale und Junior als Zugpferde? Das ich nicht lache, wo ihr arbeitet würde ich gerne wissen und bin mir sicher das hier kaum jemand Alfa fährt. 160 PS gurken.
Der Tonale hat ein gutes Design, aber unattraktive Motoren ohne Biss. Es fehlt der 210 PS Diesel und der 280 PS Benziner aus dem Stelvio. Mehr Vielfalt in den Innenfarben, z.B. braun oder beige und Holz anstatt alberner Lichteffekte im Armaturenbrett treffen den Kundenwunsch besser
Rationalization and the limitation of possible colors mean that you can't build a car to suit your tastes.
If we want to be premium, we have to let customers personalize their vehicles.
I would have loved to have a green Tonale with a "natural" leather interior.
And an efficient self-charging hybrid engine.
Since I haven't seen anyone admit it here (in English, all respect to commentors in their own languages)....
Overpriced. Overpriced. Overpriced.
The Giulia, the Stelvio, the Tonale.
All overpriced.
By 10-15k.
The slumping sales numbers DO NOT LIE.
Its price points are out of what any rational buyer would accept.
In the initial Tonale press kit, it was said that the target clientele included Giulietta owners. I don't know whether so many customers actually switched from one to the other ... but I know 2 former Alfa customers who didn't want the Giulia after the 159 because it was too expensive (at launch, a well-equipped Giulia was very expensive), nor the Tonale after a Giulietta because it was too big and ... ugly! In short, one of the problems with PSA and now Stellantis is their habit of mocking their customers by not replacing a model.
Don't forget that the Tonale was designed in the FCA era and has nothing to do with Stellantis.