Dear Alfisti, it remains scary!
There are few brands that can look back on such a rich heritage as Alfa Romeo. First world champion in motor racing, unique design, sensational engines, there is much to be proud of. Should be. Not even the sale to Fiat in 1986 meant ruin, which followed rather gradually after 2000 with the demotion of the Centro Stile and the gravedigger Sergio Marchionne. After its 100th birthday in 2010, the air became thinner and thinner. Every time you get a press release - from Rüsselsheim! Not Milan or at least Turin, no, Rüsselsheim, home of the Stellantis press distribution center. The epitome of Opel and the Hessian province in its purest form. These days with statements on the Investor Days. And in just a few lines, the whole misery surrounding the famous brand is exposed.
It says: "Alfa Romeo ... wants to place the product even more at the center of every decision in the future." So Alfa is even more about cars. This is so banal and so much of a truism that one wonders whether it really needs to be said to investors before anyone else thinks that the company produces red wooden crosses or green snakes. Currently, the model range is based on "strong" pillars: the Junior, the Tonale, Giulia and Stelvio as well as the 33 Stradale. Two small SUVs, two completely outdated models and a retro small-series model. You'd have to laugh if it weren't so tragic.
The Giulia saloon, in the range since 2015, and the large Stelvio SUV, since 2017, are long past their prime. They eke out their existence in ever new special versions of the Quadrifoglio and "reflect a pragmatic approach that continuously balances the future transition, customer expectations and brand heritage". Pragmatism instead of emotion. It almost becomes a mockery when it says: "Looking to the future, Alfa Romeo will leverage the global capabilities of Stellantis ... to continue to develop authentic Alfa Romeos and further strengthen the brand's unique and iconic positioning." SUVs have never been authentic for Alfa; they have only been building them for just under 10 years.
The so-called Fastlane 2030 plan does not bode well either: there is to be a new SUV in the C-segment (compact class), where the Tonale is not going anywhere already, i.e. more of the same. Plus a hatchback that you have to imagine as a Golf opponent. An experiment that has already failed with the 147 and Giulietta. And a new retro model in the Bottegafuoriserie, which promises customer loyalty, but is only a figurehead due to the expected number of units. Conclusion: Despite all the announcements over the last ten years, Alfa will not return to its former glory and strength by 2030. Old models will continue to be built due to a lack of alternatives, the SUV fleet will be enlarged and a little brand image will be cultivated with small series. Alfisti will have to make do with their traditional models and buy beautiful new cars elsewhere. The "iconic positioning" of the brand now only takes place at classic car shows.
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