
In an ever-evolving American automotive market, Alfa Romeo is stepping up with fresh strategies to rekindle consumer passion.
After dedicating considerable effort to an electric-only future, the brand has reexamined its approach due to recent sales hurdles.
Now under the Stellantis umbrella, Alfa Romeo is excited to unveil a plan that incorporates both gasoline vehicles and electric alternatives.
Leadership and Vision
Chris Feuell, who recently took the helm at Alfa Romeo, is on a mission to breathe new life into this storied Italian brand, which has seen a significant drop in sales.
By diversifying away from a solely electric roadmap aimed at 2027, Alfa Romeo is reaching out to a wider range of customers.
Feuell noted that the conventional gasoline version of the Tonale is now rolling into dealerships, and to sweeten the deal for prospective buyers, the company is introducing attractive lease options starting at just $399 a month.
Exploring New Options
At a recent gathering with dealers at the NADA Show, Feuell posed an intriguing question about the potential launch of the Junior compact crossover in the U.S. market.
This vehicle, featuring both electric and mild hybrid options, underscores the brand’s commitment to exploring a mix of powertrain solutions tailored to various consumer preferences.
Future Goals
Feuell’s vision for Alfa Romeo’s evolution centers on a multi-energy approach, moving beyond an exclusive reliance on battery electric vehicles.
He acknowledged the challenges dealers face with a 100% electric lineup, especially considering the notable sales slump—only 8,895 cars sold in 2024, marking nearly a 20% drop from the previous year.
With a clear path ahead, Feuell aspires to enhance overall quality across the brand, streamline the current inventory for 2024, and strengthen the dealer network.
This holistic strategy not only aims to capture the interest of American buyers but also seeks to reignite the love for Alfa Romeo’s rich legacy.
The brand stands ready to embrace a lively future, inviting both enthusiasts and new consumers, and blending its illustrious past with innovative mobility solutions.