Alfa Romeo overtakes Lexus and Volvo among private customers

The success ofAlfa Romeo Junior continues unabated. After having first-quarter 2025 registration figures revealedwhich showed the strong contribution of Junior to the Italian brand's sales in Europe, a doubt returned in the comments: Is this success really being driven by private customers, or is it being inflated by rental companies and corporate fleets?

We therefore decided to take a closer look at the subject, analyzing registrations in France over the first three months of 2025, distinguishing between total sales and sales to individual customers only. And the results are instructive, to say the least.

Alfa Romeo on the podium of premium sales to private customers

Brand	Total registrations	Of which individuals	Individual share
BMW	14 511	4 469	31 %
Mercedes	11 443	2 191	19 %
Audi	11 100	4 383	39 %
Tesla	6 696	3 142	47 %
MINI	5 546	3 465	62 %
DS	3 674	1 246	34 %
Volvo	2 395	443	18 %
Alfa Romeo	2 091	1 027	49 %
Lexus	1 636	443	27 %
Alpine	1 452	1 008	69 %

With 1,027 registrations to private customers out of a total of 2,091, Alfa Romeo shows a ratio of 49 %. In concrete terms, almost one in two Alfa Romeos sold in France is to a private customer.

Better still, Alfa Romeo outperforms Lexus not only in the total segment, but also Lexus and Volvo in terms of sales to private customers alone. An unexpected performance that challenges certain preconceptions about the Italian brand and its clientele.

Junior appeals to individuals... but not yet to professionals

This result is obviously due to the successful launch of Junior. As we have seen in our previous article, this model now accounts for the majority of the brand's registrations in the main European markets. In France, it accounted for 68 % of Alfa Romeo registrations in Q1 2025.

And it's clear that private customers in particular are being seduced. Professionals, on the other hand, still seem hesitant, perhaps because of the model's youth, or the lack of an "image" vehicle, unlike other premium brands.

With a ratio of 49 % of sales to private customers, Alfa Romeo does better than BMW, Audi, Mercedes, DS, Volvo and Lexus. Only Alpine (69 %), MINI (62 %) and Tesla (47 %) did better or as well on this criterion. The brand still has plenty of room for improvement in the B2B channel, where its market share remains modest.

While some still doubted the real success of Junior, the figures speak for themselves. It would have been interesting to do the same analysis in Italy and Germany, but we don't have the figures (yet)!