Alfa Romeo proudly announced that the 100,000th Tonale compact SUV has been produced at the Stellantis plant in Pomigliano d'Arco, near Naples. A symbolic milestone hailed in an official press release, which reminds us that this model, to be launched in 2022, embodies Italian-style electrified sportiness, while celebrating "Made in Italy".
But behind this round, flattering figure lies a more nuanced, even worrying reality. Production figures from the plant's unions tell a different story. A story in which Tonale, after a production peak in 2023, is showing clear signs of slowing down.
100,000 units... or 144,000?
The first troubling point is the figures. According to the Pomigliano unions, not 100,000, but 144,000 vehicles of this type have been produced on Tonale lines since 2022. This total actually includes another model: the Dodge Hornet, the Tonale's near-twin, reserved for the North American market. Also launched in 2022, more than 44,000 Hornets have been produced on the same production lines as the Tonale.
In other words, if we take both models into account, the common platform exceeds 140,000 units. Alfa Romeo's communication is therefore limited to the Alfa-badged Tonale, which is coherent, but ignores the real scale of industrial production.
A sharply declining trend since 2023
Second reality: dynamics. Here are the production figures according to the unions for all Tonale/Hornet :
| Year | Estimated production |
|---|---|
| 2022 | 20 000 |
| 2023 | 82 300 |
| 2024 | 36 980 |
| T1 2025 | 5 016 |
The year 2023 marked the peak of production, with over 82,000 units. Since then, the fall has been clear. By 2024, production had more than halved, and the first quarter of 2025 suggests a year in the same waters as 2022, i.e. around 20,000 units over the year if the pace remains stable.
A worrying loss of momentum for a model that is still in its infancy, now in its fourth year on the market.
A technical update scheduled for mid-2025
For Alfa Romeo, this slowdown coincides with the expectation of a technical and aesthetic update planned for mid-2025The new "Intensa" trim level, distinctive styling elements and top-of-the-range on-board technologies, such as The arrival of a new "Intensa" finish, distinctive styling elements and top-of-the-range on-board technologies (piloted suspensions, semi-autonomous driving, Harman Kardon audio system, etc.) is intended to reposition the Tonale in a competitive segment. But will it be enough to straighten out the curve?
An image success... but not yet a bestseller
The Tonale is Alfa Romeo's clear entry into the hybridization era. It has been acclaimed by the press, won awards in several countries, and is a modern showcase of Italian know-how. But with around 100,000 units produced in three years, it remains far from the volumes achieved by some competitors in the C-SUV segment.
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What customers want most from an Alfa is a lively engine, gearbox and steering, and I hope that significant progress will have been made in this area by the time the 2.0L is marketed in Europe. Without that, it seems complicated to me. The only non-mechanical point seems to me to be to add a tri-zone climate control for the rear seats. As for CO2 emissions, they should be offset by the rest of the group.