Inside the industry: Why it's time for another Alfa Romeo reboot
The news is no better elsewhere around the globe: Alfa’s modern-day high point in European volume terms came in 2001, when it registered 205,431 cars. Pre-pandemic, it managed just 54,365 in 2019, and 35,718 in 2020. Numbers are still being collated for last year but are expected to be around 25,000 – an eighth of where Alfa was 20 years ago, despite at least two ‘reinventions’ since then. US registrations will struggle to double that number.
Chip supply and stoppages in production have played a part but, most worryingly, the current rebirth has been led by thesaloon and Stelvio SUV. It was one thing struggling for sales with mediocre machinery, but to be floundering when the cars are well styled and decent to drive – and promoted via marketing budgets that take in a substantial presence in Formula 1 – highlights the depth of the problem.
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