Alfa Romeo’s 'sporty image' is limiting sales, exec claims

Alfa Romeo – now a subsidiary of the Peugeot-led Stellantis – will double production by the end of 2023 and target a wider audience, according to the brand’s UK boss.

In an interview with Autocar, managing director of Alfa Romeo UK, Damien Dally, said the Italian marque plans to shift from an “emotion brand down to a rational one”, with an expanded line-up in “volume” segments.

“This is the challenge for Alfa, as we’re seen as a sporty brand,” he added, before stating upcoming vehicles, such as the “more accessible” Tonale Hybrid, should assist the brand’s sales performance.

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As part of a plan to launch a new model every year until 2026, the Alfa Romeo Tonale small SUV will be followed by an all-electric crossover, reportedly badged Brennero.

It is likely to be unveiled in 2024, ahead of the Italian marque dropping internal-combustion engines altogether by 2027.

In addition, Alfa Romeo hopes to appeal to a more diverse audience, including female and family buyers.

The current buyer demographic predominantly consists of middle-aged men, which is said to be limiting Alfa Romeo’s sales performance both in the United Kingdom and abroad.

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Last year, Alfa Romeo sold 25,964 vehicles globally, with VFACTS data showing 618 sales originated from Australia – a 15.8 per cent drop from 2020, with Stelvio registrations falling and the Giulietta hatchback discontinued.

However, while both are an element of Alfa Romeo’s past, don’t expect a two-seat sports car or a range of sleek sedans to return in the near future.

“The market may be moving away from saloon cars, but we still believe in them. But we also want to enter the volume segments, firstly with the Tonale,” added Dally.

“Alfa Romeo is sportiness. It's Italian design. And that's what we need to be true to. Even if people carriers become popular again, I don’t see us moving into that market.”

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The brand shifted to a five-year warranty in Australia from April 22, 2022, in a move that has been echoed by the brand’s UK division.

Replacing the previous three-year, 150,000 km offering, the updated warranty was introduced to bolster Alfa Romeo’s “customer commitment in Australia”, according to aftersales and customer experience director, Stephen Lester.

A recent study by American analytics brand J.D. Power saw Alfa Romeo record the fifth highest result, with an average of 245 problems per 100 vehicles in the US Vehicle Dependability Study – above Land Rover, Ram and Volvo.