
By the end of 2023, Alfa Romeo intends on doubling its production with the three existing models in their portfolio and gravitating from an “emotion brand down to a rational one.”
Alfa Romeo will cease to produce ICE powered vehicles by 2027 and this may be one of their largest challenges yet considering the Italian brand, which recently celebrated 112 years of existence, is so deeply rooted in pioneering petrol propelled vehicles.
As such, many existing owners and Alfisti hold the storied automaker in high esteem and would unrealistically want them to not deviate from their origins but with the face of the automotive world changing in front of our eyes, it is unfortunately a far cry.
As part of their near-future roadmap, Alfa Romeo intends on appealing to the volume segments that other premium automotive brands enjoy moderate success in. This is most noticeable with their shift towards SUVs which comprise a large chunk of global market share.
In an interview with Autocar, Damien Dally, managing director for the brand in the UK, stated that Alfa will need to transition from an “emotion brand down to a rational one,” and this will be done by “getting ourselves into some volume segments.” The intention is not to move away from the ingredients which make Alfa Romeos so alluring but rather to “wake some people up to the brand.”
That being said, the Italian automaker has placed Japanese brand Lexus as their luxury benchmark which will see their future endeavours offer competing amenities and mobility. Since the highly anticipated Tonale has been launched, Alfa Romeo intends on releasing another smaller crossover which will really lend the potential at making the Italian brand one of volume. The Brennero, as it is currently called, will arrive in 2024 and bridge the gap to EVs with a combination of combustion and electrified powertrains.
Do not despair if you would love to see Alfa Romeo producing hot blooded, Italian sports cars once again. Dally further added that it was more imperative for the automaker to enter into a sustainable business model before it produces cars “which everyone would love to see Alfa make again.”