Ten years. In modern motoring, that's almost an eternity. And yet, the’Alfa Romeo Giulia is still there, true to form, even though its rivals have gone through one renewal, hybridization and technological revolution after another.
Launched in 2016, the Italian sedan should have disappeared long ago by today's standards. But between a restyling in 2023, discreet updates and above all a change of strategy at Alfa Romeo, It will continue its career until the end of the decade, before a new generation expected around 2028.
On paper, everything seems to work against it. Sales have never really taken off, so much so that it still has a nagging reputation as «the most beautiful car that nobody buys». And yet, judging an Alfa on volume alone has never made much sense.
A counter-current philosophy
What's striking even today is the extent to which the Giulia refuses to follow the trend. Where rivals such as the BMW 3 Series, Audi A5 and Mercedes C-Class multiply screens, hybrid systems and driving aids, the Italian remains faithful to an almost old-school approach.
According to Autocar magazine's Sam Phillips, this is precisely its strength. The Giulia focuses on simplicity, ergonomics and, above all, driver involvement. Physical buttons, a clear interface and an immediate grip: here, you drive before you configure.
Of course, this has a downside. Compared to a state-of-the-art 3 Series, the interior looks dated, the infotainment system is outdated, and the lack of hybridization may seem anachronistic. But this «weakness» almost becomes a quality in a world where technology invades everything.
Driving pleasure as the main argument
Because the Giulia's true strength is not measured in pixels or electronic assistants. It can be felt behind the wheel. In its 280 hp 2.0 turbo version, the Italian sedan still impresses with its balance. With its quick steering, precise chassis and unspoiled sensations, it remains one of the benchmarks for driving pleasure. An impression confirmed by several technical analyses, The Giorgio platform was designed from the outset for rear-wheel drive, with a near-ideal weight distribution.
The Germans play a different game. Heavier, more filtered, more versatile too. But rarely as engaging. The Giulia, on the other hand, fully embraces its philosophy: less compromise, more emotion.
The same is true of Jeremy Clarkson, who has become highly critical of the modern automobile. Despite his reservations about ADAS and the comfort of recent versions, he acknowledges that the Giulia retains something that many have lost a direct connection to the road.
«At the same price, it's better»
The Giulia strikes hardest when it comes to value for money. According to Sam Phillips, for the same budget, it directly outperforms the BMW 3 Series on one key point: performance. With almost 280 hp, it offers almost 100 hp more than an equivalent version of the German sedan. For a similar level of performance, you'd have to go for an M340i... which costs around €20,000 more. As for the 330e rechargeable hybrid, while certainly powerful, it is considerably overweight, which affects the car's feel. The conclusion is simple: more power, less weight, and a more direct driving experience. In this respect, the Italian still has a clear advantage.
A car from another era... and that's precisely the problem (or the solution).
Over time, the Giulia's status has changed. What was once seen as technological backwardness has now become a form of resistance. In an automotive world dominated by touch screens, intrusive aids and complex powertrains, it embodies a simpler, almost nostalgic vision. A car designed for those who like to drive, not for those who want to be assisted.
And that's Sam Phillips' conclusion: those who value driving pleasure above all else should hurry up and buy one while there's still time. After all, with the next generation announced as electrified, this philosophy may well disappear. And perhaps that's where the Alfa Romeo Giulia's uniqueness lies: an imperfect car, sometimes outdated, but always capable of reminding us why we love to drive.
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