There are phrases that sum up an entire strategy: Alfa Romeo will remain a brand designed above all for driving pleasure. In an interview with Autocar, Stellantis' new head of European design clarified the Group's vision for its various brands. And in this vast chessboard, Alfa Romeo retains a very special place.
Alfa Romeo, a driver-centric brand
Unlike some brands that focus above all on comfort, design or technology, Alfa Romeo will continue to favor a much more emotional approach. For Gilles Vidal, the DNA is clear: an Alfa Romeo must above all be felt.
This means making very concrete choices. The designer insists on the importance of physical controls, touch and the connection between car and driver. At a time when many automakers are moving towards fully digital interiors, this positioning is far from insignificant. The aim is simple: to recreate a mechanical and immersive sensation, almost analogous, even in more accessible models. A philosophy directly inspired by exceptional models.
The extreme example of the 33 Stradale
To illustrate this vision, Gilles Vidal cites an emblematic model: the’Alfa Romeo 33 Stradale. Admittedly, this supercar remains inaccessible to the vast majority of customers. But it serves as an emotional benchmark. Alfa Romeo's aim is not to democratize its performance, but to convey its sensations.
In other words, even a compact car or SUV like the Junior should offer, on its own scale, this sense of connection between man and machine. Promise kept?
A global strategy: avoid “clones” at Stellantis
This direction for Alfa Romeo is part of a much broader strategy. Gilles Vidal was very clear: Stellantis wants to do away with models that are too similar between brands.
The group, which includes Peugeot, Citroën, Fiat, Lancia, Alfa Romeo, DS and Opel, has to prevent its own cars from competing with each other. For the customer, one reality remains: nobody buys a Stellantis. You buy a brand. And each brand must have a clear, immediately perceptible identity.
Alfa Romeo must therefore stand out, not just for its design, but for its behavior and sensations. Where others focus on innovation, accessibility or comfort, Alfa Romeo must embody pure pleasure.
Alfa Romeo faces its electric future
A key question remains: how can this DNA be preserved in a largely electrified future? While Gilles Vidal has yet to give a precise technical answer, his speech sends out a strong signal. Even in an era dominated by screens and software, Alfa Romeo will have to remain true to its roots.
This could translate into bold choices in terms of interface, driving sensations or even the way the driver is portrayed in the cockpit. To be continued...
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I'd be more reassured by classic, typically «Alfa Romeo» choices. The «trilobo» grille, the «cannocchiale» instrumentation, clickable knobs, buttons, beautiful materials, choice in trim for personalization. And I've just seen the C-Class EQ: a Giulia can't be 4.90m long for 2.5 tons.
And we can't be satisfied with a modest 1.20-liter 3-cylinder, because the basis is a 1.60 or 2.00-liter mini 4-cylinder.
Exactly, a 3-cylinder PureTech gives no pleasure, you need 4-cylinders and V6s.
If Gilles Vidal's intentions are good, we'll have to wait and see what arrives, starting with sedans and compact cars, but not just SUVs.
Enough of the competition's ever-larger, ever-more-ugly digital screens, we need counters and buttons.
Enough of this sharing of all the elements in Stellantis cars, we need cars that are really different from one brand to another.
«we need 4-cylinders and V6s.»
You ALSO have to find buyers, people are broke too.
Who bought Giulias? And as many as BMW 3 Series?
A glimmer of hope for Alfa?
What counts is the budget allocated to the brand. Since Marchionne's demise, the brand has languished for lack of investment. Stellantis FCA same battle
Giulietta Giulia Stelvio sono uguale a BMW , linee goffe , calandre plastica cruscotto strapieno , 4C ? Meglio la Lotus Elise . L’ eleganza di Giugiaro , de Silva , Fumia ? La Nuvola é stata scartata ; Alfa farà la fine di Maserati guidata da manager, non da sognatori . Il manager replica l’ assenza di gusto della massa che si veste per passare inosservata ( Armani ) sotto tono ( Hugo Boss ) e copiare BMW che produce delle vasche da bagno , Alfa andrà a produrre degli arredo bagni
Instead of philosophizing, saying everything and its opposite (no.clown at stellantis, the joke, junior is what then?) They can not just make cars? Today, digital is the basis. What does he want to do, go back to grandpa's buttons? Interiors need to be clean, perceived as quality, solid. The exterior must be refined, elegant and sporty, with elongated lights and a sharp look...especially not copied from BMW. Sorry, piston engines are a thing of the past. There's not enough petrol for everyone.
We're moving in the right direction...... . No thanks to the 1200cc 3-cylinder! We need 1 6 or 2 l. Also in diesel (more economical). .
Giulia on the horizon ......en Diesel obviously...... only one of the new products?