Alfa Romeo will be undergoing a 10-year investment plan in an attempt to keep the historic Italian brand alive as the automotive industry transitions into a more eco-friendly state. Detailed by the Stellantis Group boss Carlos Tavares, the decade-long strategy aims to turn the brand into one that is highly profitable under the watchful eye of the recently appointed former Peugeot boss Jean-Philippe Imparato.
As reported by Autocar, Tavares hinted this plan for Alfa Romeo at the Financial Times’ Future of the Car Summit. He said, “In the past, lots of other car companies were willing to buy Alfa. In the eyes of those buyers, it has a great value. They are right. It has a great value.”
The 10-year plan still needs to be decided by Tavares but it’s highly likely that it will involve electrification without any compromise on driving dynamics.
“We need to improve the way we talk to potential customers. There is a disconnect with products, history and who we’re talking to. We need to fix the distribution and understand to whom we’re talking and which brand promise we’re talking to them about. It will take some time to get it right.
“My clear management stance is that we give a chance to each of our brands, under the leadership of a strong CEO, to define their vision, build a roadmap and make sure they use the valuable assets of Stellantis to make their business case fly,” said Tavares.
“We’re giving each a chance, giving each a time window of 10 years and giving funding for 10 years to do a core model strategy. The CEOs need to be clear in brand promise, customers, targets and brand communications.
“If they succeed, great. Each brand is given the chance to do something different and appeal to customers.”
This announcement comes after a report suggested that the Alfa Romeo Guilia and Stelvio were set to be discontinued and the upcoming Tonale’s production had been delayed.
