Non-electrified, Alfa Romeo is at its worst

 

The Alfa Romeo brand is old, it is also well known, and benefits from a rather flattering image. Unfortunately for it, this is not enough to find success. The sales are getting smaller every year, and 2021 was really catastrophic. Last year in France, Alfa Romeo sold fewer cars than Lexus or Jaguar, or even Smart. The ultimate insult was that it also sold less than Cupra, the new Spanish premium brand, the top of the range Seat. Exactly in the same segment as the cloverleaf brand, Cupra benefits from modern powertrains, we mean electrified. Electric or plug-in hybrid, which is something Alfa Romeo is sorely lacking. The Milanese brand sold only 1,541 cars in France last year. That's less than Alpine, which sold 1594 cars!

Stellantis has appointed Jean-Philippe Imparato, a competent and respected executive, as head of Alfa Romeo to turn around this Italian brand, it is the last chance operation.

Our illustration, the Giulia. A sedan with great road qualities, but unable to seduce against comparable German models.