Registration figures Alfa Romeo from January to May 2026 confirm a trend that has already been apparent for several months: the brand is still going through a difficult period. Despite the arrival of the’Alfa Romeo Junior, launched in 2024 and rapidly becoming the best-selling model in the range, the momentum is waning. The small SUV continues to carry the brand on its own, but it can no longer compensate for the lack of renewal of the other models.
This is all the more worrying as the restyling of the Tonale, launched in autumn 2025, However, the launch of a new range of products does not seem to have had any visible effect on sales. Meanwhile Giulia and Stelvio are still a long way off. Today, Alfa Romeo is paying the price for its slow range renewal.
We'll have to look ahead to 2027, with the arrival of the next-generation Tonale and perhaps a new compact sedan. Between now and then, the brand will also have to think about an evolution of Junior to maintain interest in its flagship model.
Italy back to pre-Junior levels
Italy remains by far Alfa Romeo's biggest market worldwide. Yet it is also the one that best illustrates the brand's current difficulties. Between January and May 2026, Alfa Romeo registered 11,356 cars there, compared with 14,244 over the same period in 2025, a drop of 20 %. A figure that brings the brand back to volumes comparable to those seen before the launch of the Junior, when the range was essentially limited to the Giulia, Stelvio and Tonale.
The situation is even more worrying when we look at the Italian sales rankings. Only one Alfa Romeo appears in the national top 50: the Junior, which occupies 38th place with 5,971 registrations over five months. All other models are absent from the ranking.
The Junior clearly saves the brand, but it's no miracle worker. The month of May 2026 is a perfect illustration of this fragility: while the Tonale managed to enter the Italian top 50 in 42nd place with 962 units, the Junior dropped out of the monthly rankings.
The United States is no longer Alfa Romeo's growth engine
When the Giulia and Stelvio were launched in the United States in 2016 and 2017, the American market had become a real growth driver for Alfa Romeo. Those days now seem long gone.
In the first five months of 2026, just 1,494 Alfa Romeos were registered in the USA. Over the same period, the brand was still regularly exceeding 4,000 units just a few years earlier. The lack of new models adapted to the American market and the aging of the range have gradually made Alfa Romeo as rare as a confidential luxury brand. Today, Alfa Romeo sells fewer cars in the United States than in France or Germany.
In Germany, Junior accounts for over half of sales
Germany also saw a sharp fall, with 2,077 registrations compared with 3,325 in the first five months of 2025, a decline of 37 %.
Of these 2,077 cars, 1,191 are Alfa Romeo Juniors. The SUV therefore accounts for well over half the brand's sales in the country. Yet even with this major contribution, registrations continue to fall. The case of the Tonale is particularly revealing. Despite its recent restyling, sales have stagnated at between 60 and 70 units per month since the beginning of the year. Under these conditions, it's hard to believe that this update has had any commercial impact.
France follows the same trajectory
France is no exception to the general trend. Alfa Romeo registered 2,271 cars there between January and May 2026, compared with 2,994 over the same period in 2025, a drop of 24 %.
The Junior alone accounts for 1,824 units, while the Tonale totals 383 registrations. The Giulia and Stelvio share the few dozen remaining sales. Once again, the Junior helps to avoid an even more complicated situation, but it's no longer enough to drive the brand forward.
Spain, Poland and Turkey in decline
In Spain, Alfa Romeo recorded 1,179 registrations, compared with 1,462 a year earlier. Of these, 934 were Juniors. It's the same story: the SUV saves volumes, but doesn't prevent the brand from declining.
The same is true in Poland, where the Junior is produced. After several encouraging years since the model's launch, growth has stalled. Alfa Romeo registered 811 cars in Poland, compared with 891 in 2025. Sales are still relatively high for the brand, but the positive momentum seems to be over.
In Turkey, the decline is also visible, with 543 registrations compared with 644 last year. Alfa Romeo is still a long way off its 2023 results, when it recorded 1,136 registrations in the first five months of the year.
Japan benefits from the launch of the Junior
Japan is one of the few markets to show strong growth. With the first deliveries of the Junior, Alfa Romeo now has 763 registrations there, compared with just 325 a year earlier, an increase of 134 %.
However, these figures need to be put into perspective. Japan remains a niche market for Alfa Romeo. By way of comparison, the brand had already registered 953 cars in the first five months of 2023. Even with Junior, volumes remain modest.
The United Kingdom, one of the few pleasant surprises
In a UK market where Chinese brands are rapidly gaining ground, Alfa Romeo manages to make headway. With 1,239 registrations in the first five months of 2026, compared with 1,109 a year earlier, the brand posted an increase of 11 %.
Better still, this result also surpasses those of 2024 and 2023. This is probably one of the only real satisfactions for Alfa Romeo this year. It remains to be seen whether this trend can be maintained for the rest of the year.
Belgium, Switzerland, Austria and the Netherlands: contrasting situations
Belgium follows the general trend, with 586 registrations compared with 792 in 2025. The country is thus returning to levels comparable to those seen before the arrival of Junior.
Switzerland is the exception. With 362 registrations compared with 364 a year earlier, the market remains perfectly stable. Funnily enough, Switzerland had already recorded exactly 364 registrations over the same period in 2024. We have to go back to 2023 to find a much higher level, with 580 units.
In Austria, Alfa Romeo registered 591 cars, compared with 638 last year. The result is still higher than in 2024, but still a long way from the 797 cars registered over the same period in 2023.
Lastly, the Netherlands recorded 316 registrations, compared with 457 in 2025. The decline is clear, even if the result remains higher than in 2024, when Alfa Romeo recorded just 200 registrations in the first five months.
Alfa Romeo's real problem is no longer Junior
All in all, these figures show that Alfa Romeo's problem isn't Junior. Quite the contrary, in fact. Without him, the brand would probably be in a much more critical situation. The real problem is that it's now on its own. The Giulia and Stelvio are nearing the end of their careers (which have already been extended several times...), the Tonale is not benefiting from its restyling, and no major new model has been added to the range for two years.
Junior bought Alfa Romeo some time. But in 2026, that time already seems to be running out. All eyes are now on 2027, a year that could mark the return of the product offensive with a new Tonale and, perhaps, a compact sedan capable of restoring a little momentum to a brand that needs it more than ever.
| Country | january - may 2026 | Evolution |
|---|---|---|
| Italy | 11356 | -20% |
| France | 2271 | -24% |
| Germany | 2077 | -37% |
| United States | 1494 | -47% |
| United Kingdom | 1239 | 11% |
| Spain | 1179 | -19% |
| Poland | 811 | -9% |
| Japan | 763 | 134% |
| Turkey | 543 | -15% |
| Austria | 591 | -7% |
| Belgium | 586 | -26% |
| Switzerland | 362 | -0,5% |
| Netherlands | 316 | -30% |
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Thanks for the figures.
Can we have an article on Lancia's figures, if you have any?
Thank you!
Yes, it's coming next week for Lancia and Maserati, and the week after that for Ferrari and Lamborghini!
Sadly, in a few years, the Alfa Romeo brand will disappear.
200 cars are sold here in Australia every year.
No one wants it.
The Junior's drop in sales can probably be explained by a lack of interesting combustion (or hybrid) engines. To have put the PureTech under the hood - what a shame!
In a Fiat 600, it's acceptable (and then some), but not in an Alfa Romeo.
The hard-selling Tonale is another matter.
As for the Giulia and Stelvio, despite their exceptional chassis and unique road feel, they are weighed down by malus and age.
Stanislas
«A drop in sales of the Junior»???
I thought I read the opposite!?
No, he's right; the Junior is either stable or declining, depending on the country.
«Japan is capitalizing on the launch of the Junior»
… As for me, I’m not saying a word! 😉
But whatever, I guess the rest is fine, if he says so.
But Le Junior has passed its first full… Is it only natural that things would settle down a bit?
I don't know of any model that actually sees a significant increase in its third year without a major new version.
As far as I remember, the Tonale's sales really took a nosedive starting in its third year!? 🧐
Abarth's 100% electric strategy is a failure—the numbers prove it! (Ital passion)
Lancia has lost 641 million euros since the end of the Ypsilon FCA
Every time you talk about this so-called bailout… everything points to failure!!!
In short, the Ayatollahs will never change.
Scudric
Don't reverse the roles … You, in fact, are one of the Ayatollahs.
Which Alfa model has more than 50 %!?
As for me, I'm not saying anything …
Everyone will judge.
In fact, when we look at the results—including those of the radical Peugeot and all the other Italian brands, as well as Opel—it’s undoubtedly a failure.
This is where a lack of investment has led the brand: the abandonment of the Kamal project back in the day, the failure to refresh the Mito and Giulietta, the Giulia, Stelvio, and Tonale arriving far too late on the market—20 years behind the competition—and a complete absence in the E-segment, etc. What do you expect a “Junior” model to do when all it has in common with Alfa is the logo, along with pitiful engines!
Yeah… amoroso, I agree.
And we owe a special thanks to FCA, because the current situation depends largely on what they had in the works back in 2021!
Except that the Junior has a GMP of 280 hp… which is pretty impressive!
No, we should really thank PSA for ruining the Italian brands with those unsellable pieces of junk that weren’t even selling in France to begin with—so dressing up an unwanted piece of junk will never make it into a race car!
Everything PSA touches ends up either in bankruptcy or in disaster.
History is full of examples of chronically incompetent people
It’s the cheap cars that are saving the brand, not Marchionne’s “Monas Lisas,” which were never a success!
… that’s a fact, and the Tonale has barely scraped by for the past two years!
Lancia Ypsilon:
2021 43 109
2020 58 940
2019 48 854
2018 60 885
2025:
Lancia's sales plummeted from 64,100 to just 11,754 cars. It should be noted that ACEA still groups Lancia with Chrysler, even though the American brand officially withdrew from Europe about a decade ago
A 280-horsepower GMP—they probably aren't making it, since telling lies left and right is definitely their specialty at PSA
Alfa was an innovator a few decades ago, when it developed the Twinspark engine.
Alfa Romeo used to make beautiful cars, but it was just following the trend
Except that the Twin Spark, the 3SGE, K20, F20, B18, or BMW’s and Busso’s inline-6 engines have been phased out due to emissions standards, and given the short time they had to update them, it was to be expected that their replacements wouldn’t be great—like the JTS, which is too restricted.
There was a lack of investment and commitment to keep these older engines up to date or to innovate.
European manufacturers rested on their laurels, believing their success would last forever
Partly yes, Alexis, but the second problem came from Diesel Gâte, who rushed a utopian transition. So imagine all the money you pour into bringing these marvels up to code, and then—bam—they tell you it’s not enough, so start over. so I’m not surprised they took a hit—even the Japanese did.
FCA has given us the most ambitious Alfa Romeo models since Fiat acquired the company. At the same time, PSA created a «premium» brand based on a mediocre, low-cost platform shared with mainstream brands.
As has been said before, the Junior isn’t selling very well, since it’s a cheap B-segment SUV.
Alfa Romeo was selling over 200,000 cars a year in the early 2000s, and the brand was still losing money—so what?
2000–2010: 156, 166, 147, GT, GTV, 159, Brera, and 8C
2010–2020: MiTo, Giulietta, Giulia, Stelvio, and 4C
2020–2030: Tonale, Junior
Fiat has actually done a lot already, but the public isn't buying it… They've tried everything… Performance cars, shared platforms, and so on…
Many luxury brands, apart from BAM, are in the same boat!
And besides, these are groups that dabble in just about everything and share their platforms across their brands.
Audi is in the red, just like Porsche.
Mercedes is heading straight for the wall, and BMW has admitted that their product is getting harder and harder to sell… so there you go.🤣👎
Recently, but not for the past 60 years.
The way you're rewriting automotive history is astonishing!
BMW has been caught between a rock and a hard place for a long time, and everyone knows that's one of the worst situations!
In short, we need to stop all this empty talk without any evidence—it's getting really annoying at this point!
The 147 and 156 sold like hotcakes.
The 4C (which is a steal on the used car market) and the Giulietta are the same.
The Giulia and the Stelvio have done exactly what was asked of them… they’ve set the standard.
The Tonale was released under the wrong brand
And the Junior is the absolute worst—it’s good for nothing except trying to rip off customers with rock-bottom quality (worthy of a Lada—and at least a Lada is reliable).
That sums it up pretty well 😉
Alfa Romeo is a big and prestigious name; honestly, it’s a shame to put a three-cylinder engine in it.
I love my Junior (with the Legenda grille), but if only they’d made it more attractive, given it better engines, and actually advertised it, it could be selling better than it is now.
As for the Tonale, it sounds silly, but I think it needs a different name. The model hasn’t been a success, and in the English-speaking world, most people see the name “Tonale” and think it’s “toe nail,” which isn’t exactly appealing.
I hope new models are released soon and that they are executed more effectively.
Buying a Junior is like paying to destroy Alfa Romeo.
Trusting PSA is tantamount to dooming oneself
PSA hasn't existed for five years!
You've got to stop rambling, too…
On the other hand, you sure know how to «automatically condemn» people… Everyone gets the message… And not just on this site!
PSA still exists; technically, nothing has changed. In fact, it’s an expanded PSA, now known as «Stellantis.».
I know that.
You know that.
We know that.
And we knew how it would turn out… a fiasco!
Indeed, Alfa Romeo, along with Maserati and Abarth, should be sold to another brand as soon as possible. Preferably Ferrari. That’s the best option. It’s not perfect. No Chinese brands or investors. There must be passion, and much less focus on money during a restart. BMW or Renault could also be very good options. Especially their experience with motorsports and knowledge of EVs. An Alfa GTA 2030, based on an R5 3E. Or a Giulia based on the i3/i4. A grand tourer plus a station wagon, finally.
Ferrari would be the best option, but the brand is led by Elkann. We’ll see what happens with Luce once he gets involved in the business…
Anyone who loves Alfa Romeo knows this outcome. The Tonale has the wrong engines, the wrong setup, and a high price tag. The Junior (Milano...) also lacks the design and stance, and doesn't have an Alfa Romeo interior. And it comes at a high price.
After the beautiful Alfa Romeo 159, Spider, Brera, MiTo, Giulietta, and Giulia, there was only the majestic 33 Stradale. Only 33 cars. Stellantis has really messed up Alfa Romeo.
In the 1980s, Alfa Romeo produced mainstream sedans equipped with innovative engines, such as those featuring Twinspark technology.
The problem is the acquisition by Fiat, along with the shift to front-wheel drive and shared platforms. Alfa has been falling behind ever since, with cost-cutting measures leading to the decision not to renew the Mito and Giulietta.
No, Fiat saved Alfa Romeo, all while producing excellent cars that were commercial successes. And besides, we’re not going to go back more than 30 years—that makes no sense.
If Alfa Romeo is struggling today, it’s for one reason alone, and it can be summed up in a single word: Stellantis—or a string of bad decisions. We’re paying the price for the Tavares years, and it’s not over yet.
If you’re a true fan of the brand, you’ll notice that aside from the Giulia and Stelvio—which are nearing the end of their lifecycles—there’s nothing particularly appealing, no matter what die-hard Alfa fans might say.
Fiat saved Alfa Romeo only from a financial standpoint. Many European automakers were in serious financial trouble in the 1970s and 1980s, particularly Alfa Romeo
You talk about commercial successes, but what were the real innovations?
They are what make a manufacturer last
Yes and no—the main point is that a government isn’t cut out to run a car brand, so when the government took over Alfa, we all knew we weren’t expecting a miracle, and that’s when Alfa’s descent into hell began. Ah, add to that the “Years of Lead,” and you still get a surprising result with some models, but a huge disaster with others (the Sud, the Arna, the first 33, which is literally overshadowed by the series that’s more of a new 33 than anything else).
It’s as if the French government had been left to run Renault on its own; by now, the company would be a thing of the past.
There’s no shortage of innovations
In diesel engines, the Common Rail system (adopted by PSA and others).
Essentially, the Twin Spark, with the results we’ve seen in motorsports.
Three-box 4WDs (even though they had already been pioneered by Lancia, Subaru, and Mitsubishi).
If you want, we can keep going.
Now what else have they come up with at PSA, besides turning Citroën from a former premium brand into a knockoff, low-cost brand, and killing off Simca, Sunbeam, Talbot, Peugeot Sport, and so on?
Looking forward to your reply
PSA is probably the only automotive group that has never managed to establish a single premium brand in over a decade…
I’ve been infected with the Alfa virus since I was a kid. But the current lineup has cured me. Everyone in my circle of friends and clients who still drives an Alfa feels the same way. No one wants an SUV; everyone was hoping for a station wagon or a successor to the Mito. The Junior is ugly; the Tonale was attractive before the facelift, but it’s an SUV, and the interiors are too gloomy. Leasing offers and purchase prices are too high, and production numbers are too low, making it a gamble to buy one even used, since the supply of replacement parts is likely to become a problem after just 10 years.
Sadly, in a few years, the Alfa Romeo brand will disappear.
200 cars are sold here in Australia every year.
No one wants it.
Alfa Romeo has turned its back on «Alfisti» to expand its customer base. But why pay more for a Peugeot in disguise? This is my 14th and final Alfa. …
.
An Alfa Romeo without an Alfa Romeo engine isn't an Alfa Romeo anymore—that's the problem, just like throughout the entire Stellantis Group
When the Tonale was restyled, many people here said it wouldn’t make a difference in sales. This car has been a flop from the start—too small for a compact SUV compared to its competitors, not very attractive with its odd proportions, and, above all, far too expensive, even though it was supposed to replace the Giulietta. Except that I don’t think buyers of the compact car are interested in an SUV; they’ve just gone elsewhere or kept their Giulietta.
And there is cause for concern about the future, given that the 1.2 is set to remain on the market in Europe
We’ve all said it here: just changing the front grille and putting on some chunky rims like the Peugeot won’t be enough to boost sales…
The Tonale isn’t a total flop, but it’s not quite up to par—unlike the Junior, which is a complete disaster with its tiny engine and nonexistent trunk, even though that’s exactly what this type of customer needs. And between its disastrous reliability, prehistoric electronics, and low-end interior… Right on the money—we all knew this would be a flop, and it is!
I think if the Junior had been equipped with Italian internal combustion engines, it would have sold much better. The PureTech engine’s notorious reputation, which is well-known even outside France, didn’t help this model.
I think it's the same for the Lancia Ypsilon.
I completely agree with you. The Junior might (almost) have interested me if it had an Italian engine. With the PureTech, no way…
I agree with that. The Alfa Romeo Junior and the Lancia Ypsilon would be really interesting with good engines. Technically speaking, there’s the Junior Veloce and the Ypsilon HF, which are fine, but their range is too limited.
Stanislas
OK, yes.
At least your criticisms are worth listening to.
The Turbo 100 is quite different from the Puretech of three years ago and, unless I'm mistaken, hasn't had any serious problems in a long time.
But its reputation is disastrous… and it’s being kept alive by trolls.
You're the troll, because there are always the same chronic problems, and you've always claimed that PSA engines are the most reliable in the world…. So who's the idiot now, coming up with all these lame excuses to prove the opposite??!!!
You know what I mean, right, SGL?
True enthusiasts don’t buy a Peugeot with an Alfa badge. Six brands with the same technology, just a different badge…… My eleventh and final Alfa.
Just adding a triangular grille isn’t enough to make the bodywork worthy of an Alfa Romeo. The Junior is very clearly a 2008.
Yesterday I was scrolling through the cars on the Sixt website, and the Junior looked just like the 2008: they have exactly the same proportions. With a bit of a heavy-handed makeover…
It would be a dream for Ferrari to buy Alfa, but I can’t see it happening. When I was young, we used to do track days with the Ferrari and Porsche clubs. I have owned many Alfas and still have a 4C, Milano, GTV6, and Spider. After the brief renaissance with the 4C, Giulia, and Stelvio, it’s time for an honorable burial.
Yeah, but what's happened since then?
PSA didn't do any better, becoming France's largest patent holder with the PureTech.
I’m comparing it to Toyota, which developed the hybrid alongside Honda; Mitsubishi, which pioneered the plug-in hybrid; and Tesla, which revolutionized electric vehicles. .
This list does not include any European manufacturers who thought they would last forever
Alfa needs to extend its warranty period because people don't trust the brand enough. Also, there's no marketing in the U.S. I never see any ads for these cars. Many dealerships are closing—why?