Alexandre
The news has just broken in Singapore: Capella Auto, the latest dealer Alfa Romeo of the country, closes its doors for good. Less than two years after starting to represent the brand, in April 2023, this dealer will cease trading due to insufficient sales. A major blow for the few customers of the Italian brand, who now find themselves without a solution.
Capella Auto, part of the Komoco group, had moved in December 2024 to be closer to its maintenance workshops, but despite this effort, sales remained anemic. Indeed, Alfa Romeo has sold fewer than 25 vehicles a year over the last three years. This is a far cry from the figures of the brand's major competitors, such as BMW and Mercedes-Benz, who continue to dominate the Singapore market.
Customers left without a solution
One of Alfa Romeo's customers in Singapore spoke out about the dealership's closure. He expressed his concerns about the maintenance of his 4C model, wondering whether certain parts could be used on other Alfa models. It's a question that seems legitimate given the situation: as the dealership is the only official sales and maintenance outlet for the brand, Alfa Romeo car owners find themselves without any real recourse. Even though Capella Auto is committed to providing maintenance, repairs and warranty claims until 2025, the closure of the dealership is worrying the few customers who have put their trust in the brand.
A very modest presence in Singapore
The figures are clear: in 2024, Alfa Romeo sold just 20 vehicles, compared with 12 in 2023. In comparison, the major premium brands, such as BMW, delivered over 5,000 units in 2024. The brand's lack of visibility and strong competition from German brands were decisive factors in Capella Auto's decision to cease operations.
To add to this, the image of the Alfa Romeo brand in Singapore remains unclear to many consumers. According to Dr. Victor Kwan, automotive expert at the Singapore University of Social Sciences, interviewed by the Straits Times media, Alfa Romeo is perceived not as a rival to BMW or Mercedes-Benz, but rather as an average European brand, alongside Citroën and Renault. This image, coupled with low brand awareness, has made it difficult for these brands to gain acceptance in an extremely competitive market.
A model for Stellantis to review in Asia?
The situation in Singapore is not unique. Other Asian countries have already seen European brands leave their markets after poor performances. Some examples, TTS Eurocars stopped distributing Fiat in 2016, after 11 years, due to insufficient sales volume. The closure of Capella Auto could therefore be the prelude to further departures in the region for Alfa Romeo if sales continue to stagnate. A year ago, however, Alfa Romeo opens a new dealership in Hong Kong.
Unfortunately, I wonder if this isn't the future for us.
They want to make premium and can't.
At my place, not to name them (Caen 14), this so-called premium dealership (I'm not even talking about Junior, which is far from premium) does Alfa, Fiat, Jeep, Abarth, Opel, Suzuki and I don't know what else.
The staff are multi-make, so when you go in for a service, they don't know the Alfa range. Sales staff not at all customer-oriented, just there to make volume, etc.... A disaster. I've been an Alfa dealer for 20 years, so I'm throwing in the towel. I'm waiting for my Tonale (from April 2024) to be resellable and basta, I'm out of here. My life expectancy isn't 200 years, I'm coming up on 60 and I'm sick of waiting for a brand that only lives on its past.
Keine Ausdauer, kein Mut zur Innovation das zeichnet alle italienischen morgen im Moment aus.
Gerade für Alfa Romeo mit seinen homöopathischen verkaufszahlen hätte ein richtig gutes elektroauto in den Proportionen eines Model 3 ein befreiungsschlag sein können. Stattdessen kommen billige mischplattformen welche weder technisch noch preislich überzeugen können. Beim Fiat 500 macht man eine Rolle rückwärts anstatt das an sich gute elektroauto zu verbessern. Ja lang habe ich gehofft dass unsere Italiener entsprechend ersetzt werden können. Jetzt steht ein Model y und ein Mini in der Einfahrt.
Yes, as I keep saying once again, it's Carlos Tavares' industrial policy that's doing the damage, the result of the technical incompetence of a guy for whom the only important thing was to line his own pockets. The sad thing is that everyone thought he was great at one time, but now they've got what they deserve, he's brought the discredi to the various brands of stellantis. I hope his successors haven't been contaminated by this disease of winning at all costs.
Da Alfa Romeo keine/ kaum Autos baut die die Kunden wünschen braucht sich auch niemand mehr zu wundern dass Sie mit Pauken und Trompeten untergehen. Stallantis wird doch nicht der letzte Gral sein der Alfa am Leben hält. Nur eine mittelfristige Frage wann Alfa erneut verschachert wird. Sie sollten endlich bauen was Kunden wünschen z. B. seit Jahren einen Sportkombi z.B von der Giulia oder etwas neues eben einen Nachfolger des 159 SW ( ein hervorragendes zuverlässiges Auto übrigens)!
Die Fahrzeuge Stevio und Tonale sind einfach zu teuer als die Konkurenz,die mehr bieten für den Preis.Die Modellpflege beim Tonnale hat den Preis wieder um 1500 € erhöht.
As one who owns 11 Alfas when our dealer left 4 years ago I was pissed. Like a groom left at the alter
None are under warranty. I make due with independents
And availability of parts. They are still great cars. Gives me a chance to see my Son and his family
Wer weisst ueber quality autos der kauft nur italienische autos sonst nicht...
1960年代のころの熱い車を出せないのではアルファらくしない。メルセデスやBMとは顧客層が違うのだから。
Let this be a wake up call. Soon the demise of some brands are very near. Maker's like Jaguar,Alfa and plenty other's should listen to their customer's. The problem,in my opinion,is the people who run these automotive brands are NOT car loving enthusiasts. They have no passion in what they are doing. Living on yesterday's memories is not putting customer's in the showrooms.
In the US the dealer network is horrible - declining, inconsistent, and struggling. While I have a great dealer, I wonder how long they will continue. Aside from limited models available, the brand's marketing is non-existent & highly inconsistent. Their message does not build sales nor project a premium product. My Giulia Quadrifoglio is a dream but the Junior which is a slight variation from the Chrysler Hornet should NEVER have been introduced. A cheap imitation of a terrific brand! All so depressing.
Just go back to driving the Busso V6 cars and then all this is irrelevant. Not many left so buy one while you can!