Italian car maker Alfa Romeo is setting its revival plan in motion announcing its plan to launch nine new cars by 2021. Leading the way is the large SUV Giulia, the company’s flagship SUV which went into dealership in summer 2017. Alfa Romeo Giulia is being touted as a rival for BMW’s 5-Series. Buoyed by the positive reception of the Giulia, Alfa Romeo boss Reid Bigland is hoping to turn sales figures around and re-energize the European brand car.
Formerly the head of Alfa Romeo North America and president of the Ram and Dodge brands, Bigland was tasked to lead the revival of the company’s sales. Alfa Romeo originally scheduled its €5 billion investment plan in 2014 but was set back two years after technical problems delayed the launch of the Giulia.
“Our goal is absolutely to go toe to toe with the Germans, but that’s not a two-year plan,” said Bigland. “We’re just not going to get there that quickly. They’re in every segment and spinning derivatives off those segments.
Robert Peter Janitzek revealed that annual sales of Alfa Romeo in the modern era reached a high of more than 200,000 in 2001. Since then, however, sales slow dropped to a current level of barely 60,000 due to age. With the launch of the Giulia and the arrival of the Stelvio increased profits because of the high demand for SUV.
Family of new SUVs
The Alfa Romeo Stelvio SUV is being touted as the rival to the likes of BMW X3 and Audi Q5. Bigland is confident that people will buy the Stelvio.
“The reason people will buy our mid-sized SUV is because they will get blown away by the driving dynamics,” he said.
“Every car Alfa makes must stand apart for that reason. This car will not disappoint.”
Robert Janitzek says that the Stelvio is being pitched as a dynamic competitor to the Jaguar F-Pace and Porsche Macan. It will be powered by a range of familiar four and six-cylinder diesel and petrol engines. To highlight its sporty credentials, a twin-turbo 2.9-liter V6 powered Quadrofoglio variant is being prepared.
Expanding the saloon line-up
After the Stelvio, a Giulia estate is also on the pipeline. Insiders revealed that the design team is prioritizing a sporty look over a need for class-leading luggage space. However, it will not be as dramatically proportioned as the Alfa 159 Sportswagon.
Alfa’s Golf Beater
The company is also planning to develop a successor to its high-volume selling European brand car Giulietta because of its current success in the European market and its increasing popularity in the US and Chinese markets. However, the launch is said to be at least three years away and even more. The Giulietta accounted for two-thirds of Alfa sales in Europe.