There was a time when Alfa Romeo was aiming to rival the world's leading premium brands with a target of 400,000 sales a year. The reality today is very different. For several years now, the Italian brand has been operating in a commercial survival zone, with volumes fluctuating between 60,000 and 70,000 cars sold per year worldwide. A far cry from the brand's ambitions when it made its comeback in the mid-2010s.
Yet despite the difficulties, Alfa Romeo continues to forge ahead with resilience. After the launch of the Tonale in 2022, followed by the Junior in 2024, the future seemed relatively clear: the new generations of Giulia and Stelvio would take over by 2026 at the latest. But the scenario did not unfold as planned.
Postponement of Giulia and Stelvio changes the game
The future Giulia and Stelvio models have been postponed. The reason is now well known: these models had been developed with a strategy initially focused on the 100 % electric, a choice that no longer fully corresponds to the realities of the European and world markets. Alfa Romeo has been forced to adjust its timetable. A decision that may seem frustrating, but today appears to be a necessity to avoid launching models that would not meet demand.
In this period of transition, one reality is clear: it is now Junior, the brand's main sales driver. The small SUV has become Alfa Romeo's main sales driver, virtually single-handedly renewing its customer base.
A refocused, more realistic range
At the presentation of its latest product plan, Alfa Romeo confirmed the bulk of its future range. However, one announcement caught the eye: the return of a compact sedan to the C segment (not shown in the presentation below), a model that could resurrect the spirit of the Giulietta. At the same time, ambitions in the E segment have been abandoned. This more upmarket positioning will now be left to Maserati within the Stellantis Group.
This choice may seem less ambitious on paper, but it's probably more consistent with the reality of the market and with Alfa Romeo's current resources.
Faced with BMW and Audi, a range that finally makes sense
If we compare the future Alfa Romeo range with those of BMW and Audi, the whole appears particularly coherent.
| Alfa Romeo | BMW | Audi | |
| B | Alfa Romeo Junior | Audi Q2 | |
| C | Alfa Romeo Giulietta Alfa Romeo A4U | BMW 1 Series BMW X1 | Audi A3 Audi Q3 |
| D | Alfa Romeo Giulia Alfa Romeo Stelvio | BMW Serie 4 BMW X3 | Audi A4 Audi Q4 |
The Junior would take on premium entry-level models such as the Audi Q2. In the C segment, the future Giulietta and A4U SUV would meet up with natural rivals such as the BMW 1 Series, BMW X1, Audi A3 and Audi Q3, while in the D segment, the Giulia and Stelvio would continue to compete with benchmarks such as the BMW 4 Series, BMW X3, Audi A4 and Audi Q4. In other words, Alfa Romeo would have a presence in the most important segments of the European premium market, without seeking to spread itself too thinly in categories where volumes remain limited.
The right engines, the right prices and Alfa Romeo DNA
But a coherent range is not enough to guarantee success. It's even more important to offer the products that customers really want.
As John Elkann, President of Stellantis, recently reminded us, we need to put « the right models with the right engines ». A simple phrase, but one that perfectly sums up the challenges facing Alfa Romeo today. Future models will have to offer powertrains adapted to market expectations, whether hybrid, electric or, depending on the region, internal combustion.
Design will also play a decisive role. Gilles Vidal, Stellantis Europe's new design director, has already stressed the need to preserve a strong Alfa Romeo identity, with distinctive, driver-centric carsr. An essential point for a brand whose history has always been built around driving pleasure and emotion.
Finally, there's another crucial issue: pricing. Future models must remain accessible to their target customers. Alfa Romeo cannot simply compete with German premium manufacturers on price without offering equivalent perceived value.
A reasonable target for 2030
Alfa Romeo probably won't become a brand selling several hundred thousand cars a year overnight. But that may no longer be the goal.
If the future range is coherent, if powertrains really meet demand, if design remains true to the brand's DNA and if prices remain reasonable, then Alfa Romeo could return to a sustainable growth trajectory. Doubling current sales by 2030 to around 120,000 to 140,000 units a year would not seem unrealistic. It would even be a reasonable target for a brand that must first rebuild its commercial credibility before dreaming of higher ambitions.
After all, for Alfa Romeo, the challenge is no longer to conquer the world. It's first and foremost about regaining a solid, lasting place among European premium manufacturers.
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On the contrary, we need to move away from the German model. The latter is in deep crisis and is no longer the benchmark; models are too expensive, technologically outdated and no longer meet the needs of everyday users. Focusing on the German models means losing one's own identity. Tesla and BYD have written their history from scratch. And it works! There's a technology, a concept, reasonable prices, innovative design, space, performance and comfort. I wish Alfa the best of luck elsewhere, and soon!
Certainly, with a compact based on the CMP, PureTech engines and even a Peugeot design, the Germans are already trembling...
Let's be serious, Alfa Romeo is an image, a different idea of the automobile. With Stellantis, all that has been stunted.
Look no further than the Volkswagen Group, which has SERIOUSLY transformed the Cupra finish into an entire brand. Is there a strong resemblance between a Tiguan and a Formentor? Here, the next «Alfa Romeo» C-SUV will be a pale copy of a bland PureTech SUV...
Things aren't serious with Stellantis, so let's keep our wits about us.
Good article. Mirror my thoughts. The recipe for success has already been proven with Giulia/Stelvio and Junior. Simple yet beautiful Italian design with sportiness should be in focus.
If we want to compete with German premium cars, we haven't understood a thing! I'm sorry, but in 2001 the 200,000 sales figure was achieved without any real premium...just good cars with a real plus compared to Fiat (base used).