Alfa Romeo wants to become a global premium brand, but CEO Jean-Philippe Imparato is aware that in the history of the car manufacturer there have been many popular, affordable models, which have made an era as much as the racing cars or big names.
“For the future I want to have an answer for those who in the past did me the honor of buying a Giulietta or a Mito. In 2022, ’23, ’24 you will see Alfa Romeo return with product offers that allow us to address the customer who has always loved the brand, but perhaps does not have the money to buy a Stelvio or a Giulia. I was born in Alfa Romeo because my father had a Giulia 1300, and then an Alfetta, but he wasn’t full of money. We will broaden the field in this direction: we have a product plan validated for the next ten years, but we will reveal it a little at a time.Learned said as reported by the Press. In short, Alfa could really return to cover more popular segments. It will certainly be a cure-all for volumes, if a model at more affordable prices returns in vogue than today’s price list.
Learned: even if electric “they will be real Alfa Romeos”
Of course, we will need to balance this desire to become relevant again with the transition to electric: and the current prices of battery-powered cars are not so affordable. However, Imparato does not want to abandon any market, therefore not even the Italian one, and trusts in the inspiration of the new design manager of the brand, Alejandro Mesonero-Romano. “I don’t give up in Europe, North America and China. In Japan they bought us 88 Giulia GTA and GTAm, I don’t even leave there. We stay on all the markets we already are in. Our strategic goal is to complete the product range to develop outside Italy. Ours is an offensive strategy, we are not satisfied with staying between Turin and Milan. We are a team of “crazy people with their heads on their shoulders”. And we are completely in support of a brand that has 111 years of history; Alejandro works in the style center, 20 meters from me, we see you twice a day. I have already seen some sketches, you can see that it has the reflection of the Alfisti: you do not touch the snake, you do not touch the wheels, the driver in the center“.