Since their launch, the Alfa Romeo Giulia and Stelvio have made a lasting impression with their performance and design. By aggregating registrations of the two models in 30 countries, we were able to obtain an estimate of the number of cars sold over the last 9 years. Although we are missing the year 2020, during which registrations were not published (COVID), and the year 2024, due to the absence of data for November and December, the general trend remains clear.
Despite the absence of some countries and years, sales are estimated as follows:
- Alfa Romeo Giulia just over 150,000 units sold.
- Alfa Romeo Stelvio just over 200,000 units sold.
On closer examination, the breakdown of geographical sales reveals significant differences between the two models. For the Stelvio, the number 1 country is Italy, with over 60,000 units, followed by the USA with over 50,000 units. Germany comes third with over 15,000 units, while France follows with over 10,000 units.
As for the Giulia, the United States dominates, with over 50,000 units sold, followed by Italy with over 30,000 units. Germany is in third place with over 15,000 units, while the UK and France are tied at around 8,000 units each.
Sales well short of ambitious targets
These results fall far short of Sergio Marchionne's targets, the former CEO of Fiat Chrysler Automobiles, had set at the time. He was aiming for 400,000 units a year, a target that now seems hard to reach given that he only launched 2 of the 7 models he had planned. Indeed, after two years of launch, sales of the two models Giulia and Stelvio have gradually declined, highlighting the difficulty of maintaining high volumes once the novelty effect has worn off. It's also worth remembering that shortly after Stellantis was born in 2021, former Alfa Romeo CEO Jean-Philippe Imparato declared that the brand was losing money.
Alfa Romeo's challenge: maintaining sales beyond launch
This post-launch decline is not an isolated case. In 2024 and early 2025, the Tonale, launched in 2022, seems to be suffering the same fate, with sales slowing down after a promising start. This raises a crucial question for Alfa Romeo: how to maintain a good sales volume after each new model launch?
The solution could lie in a range that is renewed more frequently. A range of six models, renewed every 10 years and updated every 5 years, would avoid this sharp drop in sales. This strategy could enable Alfa Romeo to break this negative cycle.
The new Alfa Romeo Junior SUVwhich is currently enjoying positive orders, could well be the key to breaking this cycle. It remains to be seen whether this model will be able to revive the brand's sales and reverse the trend of recent years.
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Thanks for the figures. It's still not very...
The 156 in its day was 680000!
And to think that in the days of the Alfa Sud and the Alfetta, Alfa sold 250,000 to 300,000 cars a year in Europe alone, while BMW barely sold 150,000 at that time. Now they sell 1.5 to 2 million, year in, year out. And the Alfa 164 sold 400,000 units in its first ten years on the market! Look for the error!
No, Alfasuds have never sold that many units, don't exaggerate. But yes, the days when Alfa Romeo was a "major" manufacturer in Europe are long gone. Since the end of the 156, it's only gone downhill.
Si la 156 è fino oggi una delle più belle macchine.
Il danno era che dopo la 159.... sono passati troppi anni fino hanno presentato la Giulia. Anche la mancanza di un Station wagon. Tanti ex clienti del.la 156 e 159 oggi guidano altri brand.
TOO BAD, IT'S A BRAND THAT HAS BECOME VERY VERY RELIABLE OVER TIME!!!! 👍ETD'UNE
BEAUTIFUL FINISH.
Con la Giulia SPORTWAGON e nuova giulietta vendevano il doppio..!!!!
So 50k total Giulias since launch in the US? And that's the best they did worldwide?
That's really surprising to me, since it isn't a brand you ever hear anyone talk about. I mean, other than how much of a failure it is here. I assumed they were at least popular in Europe.
When you buy this brand, you don't think with your mind, but you follow your emotions and you passions . It is the beautiful, the elegant, the rebel i mean the Giulia , When I decided to buy the156 -selespeed on that time , that was in 1999, I changed my mind about buying it for a reason I will mention this later below . In 2016, Alfa Romeo introduced the Giulia. My heart started beating again for this venerable brand. since then I was planning and saving money to buy the Giulia and only from two months ago, I bought a pre-owned model the TI Sport ++ 2017 ,I am overjoyed with it when I am driving it. you feel that everyone arround is jealous . It is an incomparable feeling when you drive it. I am in love with my Giulia , but... I quickly realized that I am in a predicament, the same issue the Spare parts are very high priced at the dealer are at exorbitant prices here in Lebanon , to the point that the brakes worth 40% from my monthly salary !!, and they should take this into consideration , But beleive me that won't deter me from my life's dream to own a Quadrifoglio , Henri Ford was right "When I see an Alfa Romeo go by, I tip my hat.
The Giulia is by far the best sedan on the market, with the best chassis, yet sales are far too modest.
I don't understand consumers who probably want an ugly mover with an XXL multimedia screen and all the driving aids they can get.
Even the Stelvio's sales figures are disappointing, yet its competitors are so mediocre.
159 var tek hayalim giulia obir efsane benim için
Audi BMW klasmanında bir marka,almandan sıkılan için tercih edilir
It's very, very little. Which proves that critical success is just a flan. I was expecting a lot more sales, especially in the United States.
The problem also remains the German-style positioning, whereas the majority of alfists have the budget of a small generalist. In short, as much as I like alfa, its decline was predictable.
Today it's even become a ball and chain.