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Alfa Romeo Begins Their $6 Billion Plan :Comments

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With the debut of the Alfa Romeo Giulia last week, Alfa Romeo has begun a product onslaught that will cost around $6 billion and challenge the likes of Audi, BMW, and Mercedes-Benz.

 

Automotive News reports that Alfa Romeo is planning to have three models by the end of 2017, and another five the following year. This is part of plan to overhaul Alfa Romeo and increase sales from 70,000 vehicles last year to 400,000 by 2018. 150,000 sales are expected to come from North America.

 

Alongside the Giuila, there will be flagship sedan and a midsize SUV to arrive by 2017. 2018 will see a second SUV, midsize coupe, a speciality vehicle, and two compact models.

 

But there are a number of problems which could derail this plan. For starters, many believe Alfa Romeo's sales goal is bitting off more than they can chew. IHS Automotive forecasts that the brand will sell around 216,000 vehicles in 2018. There's also the worry of more delays. Suppliers tell Automotive News that production of the Giulia could be pushed back to the end of year, with sales in Europe delayed to next March. A source reports that the company is still having problems with NVH levels.

 

Source: Automotive News (Subscription Required)


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Alfa plans to go from 70,000 sales to 400,000 sales in 3 years?  Is it April Fool's day?

 

I can see them taking the Maserati Ghibli (which doesn't sell) and turning that into a flagship sedan for Alfa, turn the Cherokee into an SUV, I think them or Fiat is going to use some Miata tooling for a roadster.  But I don't think that is going to get them anywhere.  I don't really see Alfa Romeo as much of a luxury brand anyway, more like a Buick or Chrysler level brand, Lincoln at best, but in Europe.

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Actually the Ghibli is doing rather well for a brand that essentially didn't exist in the US 3 years ago playing in a segment with relatively low volumes. 

 

Edit: Looking it up, they sell somewhere around 750 Ghiblis a month.  Like I said, not too bad for the segment it plays in. A little more than double the sales of the 6-series with only a $5k discount over the BMW.

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Maserati has that mafia hitman sort of look to it, but I wonder how long they'll last.  The Quatroporte has never really gotten any traction against the S-class or Panamera.  The Gran Turismo looks cool, but the AMG GT is faster, newer, more reliable, etc.   There was probably some pent up demand for people that wanted an Italian car, just like how the Fiat 500 at first sold, then it cooled off.

 

The American market likes crossovers and trucks, not exactly Alfa territory.  Look how Jaguar struggles since they have sports cars and sedans only.  Even the home team Cadillac is struggling to move ATS and CTS, the Alfas will probably cost more with half the reliability, and less name recognition.  I don't see them selling anywhere near 150,000 cars a year in North America.

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Maserati has that mafia hitman sort of look to it, but I wonder how long they'll last.  The Quatroporte has never really gotten any traction against the S-class or Panamera.  The Gran Turismo looks cool, but the AMG GT is faster, newer, more reliable, etc.   There was probably some pent up demand for people that wanted an Italian car, just like how the Fiat 500 at first sold, then it cooled off.

 

The American market likes crossovers and trucks, not exactly Alfa territory.  Look how Jaguar struggles since they have sports cars and sedans only.  Even the home team Cadillac is struggling to move ATS and CTS, the Alfas will probably cost more with half the reliability, and less name recognition.  I don't see them selling anywhere near 150,000 cars a year in North America.

 

It really depends on how they position themselves price wise. If the new Giulia roughly matches the 3-series in price, and they bring a 5-series competitor out, I think they have a chance.  Alfa has three distinct advantages over Cadillac in this segment.  Roughly zero people in the target segment have seen one before so there is the "Brand New! Gotta Have!" factor there, there is no brand baggage in the US, and it is "Euro" which means "More Gooder!" to the general populace.

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I get all that Drew.. but my only question is why not simply have  Maserati pull this duty over bringing back Alfa? It historically has been a $h!ty brand here in the U.S. Kicked out of our market a coupla times in the past. 

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I get all that Drew.. but my only question is why not simply have  Maserati pull this duty over bringing back Alfa? It historically has been a $h!ty brand here in the U.S. Kicked out of our market a coupla times in the past. 

 

So has Maz.   I think they are trying to keep Maserati more high end.  The Ghibli with its $65k starting price is likely to be the cheapest model in their lineup.  They seem content to be a small volume ultra premium brand.  They even bring Italian spokeswomen/supermodels to the "local yokal hyuck hyuck"** auto journalist drive events and position themselves away from the other FCA cars to drive home their elite status.

 

Alfa can play in cheaper waters. 

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      The brand plans on launching 6 PHEVS by the end of 2022. 
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      The driver's attention will be on the road, with the peripheral focus on a 12.3-inch full digital cluster and a 10.25-inch touchscreen central head unit. The new infotainment features a seamless and fluid multitasking interface that allows the driver to have all the latest features and functionality readily available at their fingertips. The Tonale allows the driver to be fully connected to the Alfa Romeo Lifestyle and Social communities, realized and presented through the new infotainment features, “Alfista” and “Paddock”.
        "Alfista” is an immersive Alfa Romeo Lifestyle experience, providing a fully connected interface with select Alfa Romeo clubs and community events, such as gatherings, drives and meets. This in-vehicle app allows the driver access to live news and updates about the current happenings of the Alfa Romeo brand. The customer has the ability to confirm attendance to events and gatherings, order Alfa Romeo Racing tickets, as well as apply for opportunities to win VIP access to special Alfa Romeo sponsored events, just to name a few. “Paddock” is the Alfa Romeo Tonale in-vehicle garage and market for real-time viewing and purchasing of the latest interior and exterior performance upgrades and equipment. The Paddock app also enables the customer to scroll through the latest offerings of Alfa Romeo Merchandise and Apparel, which can be ordered direct with the touch of the screen.
      The Alfa Romeo Tonale is our look into the future of the premium compact SUV segment, creating a holistic creative expression and through the blend of beauty and technology. For Alfa Romeo Design, it is our “opera d’arte,” or piece of art … otherwise expressed as our Alfa Romeo Tonale.

      Authentically Alfa Romeo
      The Tonale marks the debut of the brand in the premium compact utility vehicle segment and does so in line with the characteristics that have always identified each Alfa Romeo model. The goal is to deliver the best driving dynamics in the segment and to apply electrification in perfect Alfa Romeo style. 

      It is the natural evolution of the brand on the way toward propulsive synergy capable of enhancing performance and driving dynamics. Rather than simply adapting to new standards, with the Tonale concept car Alfa Romeo is reinterpreting its own DNA to capture the new idea of beauty, energy, harmony, efficiency and driving user-friendliness. 

      The electrification of Alfa Romeo comes at the service of sportiness and emphasizes the famous "Mechanics of Emotions" mission of the brand. For this reason, it has no need to express itself through signatures or decided livery, but just with small details such as the Alfa logo, or “Biscione” in hybrid optics, a small yet definitive detail that enhances the Tonale. The rear electric engine opens the way to new technological solutions that offer driving dynamics, maximizes the drive and the pleasure of sporty driving. The evolution is also evident in the drive modes managed by Alfa D.N.A. From the beginning on the 4C and through the development with Giulia and Stelvio, it has reached the Tonale and now implements specific energy management functions.
        "Dynamic" mode evolves into "Dual Power" mode and guarantees maximum output from the two engines "Natural" mode continues to maintain the best performance optimization, and the compromise between using electric and internal combustion engines is managed automatically. This translates into everyday energy and fuel savings, but not at the detriment of performance The “Advance Efficiency” mode becomes “Advance E” for performance in full electric mode. So, in line with the principles of the brand, the plug-in hybrid propulsion enhances the beauty, sporty and dynamic driving characteristics of each Alfa Romeo model, taking them to a new level. In Tonale, electrification embraces performance and represents a new way to achieve high performance and outstanding driving fun The infotainment touch screen features an “E-mozione” button, which offers specific throttle settings, sharper braking and a more direct steering response
      Alfa Romeo Tonale
      The Tonale embodies the adventure potential of a premium compact, dynamic sport utility vehicle capable of guaranteeing the adrenaline of sporty driving inherent in the legend of the brand, in urban settings with the same ease. The hum of the electric motor accompanies the genuinely Alfa Romeo roar creating an efficient, exciting synergy at the service of driving pleasure. The energy switch to electric is the latest key page in the 109-year-long history of the Alfa Romeo legend and one which will propel the brand into the future. 

      This is also behind the name chosen for the new concept car. The Tonale Pass, not far from the Stelvio Pass in the Alps, is a large natural amphitheater famous for its majestic peaks, the natural spectacle of frothy waterfalls and snow all year round in a breath-taking natural setting. Directly connected to the Stelvio Pass, excitement and harmony coexist in the Tonale Pass area. The Tonale is an important development under the sign of continuity and geographical proximity, an evolution traced in time in an evocative association.
       
      About Alfa Romeo
      Since its foundation in Milan, Italy, in 1910, Alfa Romeo has designed and crafted some of the most stylish and exclusive cars in automotive history. That tradition lives on today as Alfa Romeo continues to take a unique and innovative approach to designing automobiles. Born from the world’s greatest driving road – the Stelvio Pass – the Alfa Romeo Stelvio sets a new benchmark in performance, style and technology in an SUV that could only be from Italy. The award-winning Alfa Romeo Giulia delivers race-inspired performance, advanced technologies, seductive Italian style and an exhilarating driving experience to the premium mid-size sedan segment. Crafted by Alfa Romeo artisans at the Cassino plant in Italy, the Giulia Quadrifoglio and the Stelvio Quadrifoglio feature Alfa Romeo’s most powerful production engine ever with best-in-class 0-60 mph times of 3.8 and 3.6 seconds, respectively. Rounding out Alfa Romeo’s world-class lineup is the handcrafted Alfa Romeo 4C Spider, which represents the purest form of La meccanica delle emozioni (the mechanics of emotion), with its race-inspired, mid-engine design and state-of-the-art, Formula 1-inspired carbon fiber monocoque chassis.  
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