Alexandre
Following recent statements by Santo Ficili, the new CEO ofAlfa Romeo, it seems clear that the brand will focus more on SUVsThis is to the detriment of models such as the Giulietta, which, in his words, has too little demand in today's market. In this article, we take a look at what Alfa Romeo's future range could look like, up to 2029, taking into account the latest statements by Jean-Philippe Imparato, ex-CEO of Alfa Romeo, and Santo Ficili, current CEO, as well as market and consumer trends, particularly in the United States and Europe.
The SUV market takes over
Santo Ficili made a statement that shocked many alfists in his recent speeches: "Honestly, at the moment, I don't see a future for a Giulietta, because there's no demand for a compact sedan. Today, the Giulietta is the Tonale." The market has changed and consumer demand is evolving. While the Giulietta has been an iconic model for the brand, it is no longer suited to the needs of today's customers, especially those looking for spacious, versatile SUVs.
Indeed, this trend can be observed not only in Europe, but also in the USA, where the SUV dominates. In fact, if we look at the best-selling figures for 2024 in the United States, excluding pickups, SUVs take center stage. Models such as the Toyota RAV4, Tesla Model Y and Honda CR-V are in the lead, relegating sedans to second place. In comparison, models like the Toyota Camry and Honda Civic are no longer as successful as they once were.
Top US sales in 2024 (without pickups)
| Models | Length | Category |
|---|---|---|
| Toyota RAV4 | 4,6m | SUV |
| Tesla Model Y | 4,7m | SUV |
| Honda CRV | 4,6m | SUV |
| Toyota Camry | 4,9m | sedan |
| Nissan rogue | 4,6m | SUV |
| Honda Civic | 4,5m | sedan |
| Chevrolet Equinox | 4,6m | SUV |
| Jeep Grand Cherokee | 4,9m | SUV |
| Hyundai Tucson | 4,6m | SUV |
| Chevrolet Trax | 4,5m | SUV |
| Ford Explorer | 5m | SUV |
| Subaru crosstrek | 4,5m | SUV |
| Honda Accord | 5m | sedan |
| Kia Sportage | 4,6m | SUV |
For Alfa Romeo, this reflects an important strategic shift, particularly in the American market, where SUVs play a central role. In Europe, the brand is no longer looking to compete with cars like the Volkswagen Golf or Renault Clio, but rather to rival premium models like those from BMW.
Top BMW sales in the US and Europe in 2024
| BMW US | Alfa Romeo equivalent | BMW Europe | Alfa Romeo equivalent |
|---|---|---|---|
| x3 | Stelvio | x1 | Tonale |
| x5 | x3 | Stelvio | |
| series 4 | Giulia | series 3 | Giulia |
| series 3 | Giulia | series 5 | Giulia |
| x7 | i4 | Future Giulia | |
| x1 | Tonale | ||
| series 5 | |||
| i4 | Future Giulia | ||
| iX |
Alfa Romeo's future range: SUVs and crossovers until 2029
Based on the above findings, and Santo Ficili's statements, here's Alfa Romeo's future range taking shape, with SUVs at its heart.
1. Alfa Romeo Junior (2024) - B-SUV
The all-new Alfa Romeo Junior should mark the brand's entry into the booming B-SUV segment. This model, based on the PSA eCMP platform, is designed to compete with very European models that like 4m-long cars, such as Audi's Q2, a Jeep Avenger, Volvo's EX30 or the Lexus LBX. It's a car with little chance of reaching the US market. This compact SUV is above all essential to attract a younger public looking for small SUVs. Reread our article : Alfa Romeo Junior rivals, complex segment, can it succeed?
2. Alfa Romeo Stelvio (2025) - D-SUV
The new Stelvio will be unveiled in a few months' time. Based on the STLA Large platform, it will be the SUV that will theoretically make the most sales, mainly in the US and Germany, which like D-segment cars. On the European market, taking into account the 100 % electric models, it could compete with the Tesla Model Y or the Skoda Enyaq... all will depend on price, but when we see that the new Tesla Model Y Launch Edition is priced at over €60,000, anything is possible.
3. Alfa Romeo Giulia (2026) - D-Crossover
In 2026, Alfa Romeo will launch the new Giulia. It will also use the STLA Large platform and, rather than a traditional sedan, it will have a fastback, crossover look, like the Peugeot 408. This allows Alfa Romeo to be a bit of a jack of all trades: sedan, station wagon and SUV. Its mission will be to compete with models such as BMW's Series 4 and i4.
4. Alfa Romeo Tonale (2017) - C-SUV
Le Tonale, already available, will continue to occupy a central place in the Alfa Romeo range. The new model will be based on the STLA Medium platform, and its mission will be to achieve volume sales in both the US and Europe. In Europe, the X1 is BMW's number 1 SUV. At Audi, it competes with the Q3 and Q4. Where it will be produced remains uncertain. The latest Italian production plans do not include the Tonale. It will either be produced in Melfi alongside the Lancia Gamma, or in France alongside the Peugeot 3008.
5. Alfa Romeo E-SUV (2028) - E-SUV
While there was still some hesitation between the Giulietta and the E-SUV for 2028, Santo Ficili's latest statements leave no doubt that the E-SUV will complete the range. Jean Philippe Imparato has even dubbed it the "E-Jet". An essential model in the US, a little less so in Europe. At BMW, the XM and iX fulfill their roles as large SUVs. We could also mention the Audi Q7, Tesla Model X, Volvo XC90 and why not Porsche Cayenne. It probably won't be the biggest sales volume, but it's an image vehicle.
6. Alfa Romeo Alfetta (2029) - C-Crossover
Once you've looked at SUVs in the B, C, D and E segments, what's left? Room for another car? In our opinion, yes, for the Alfetta. As a reminder, Jean-Philippe Imparato had this to say at the end of 2023: "The C-segment for Alfa Romeo won't just be Tonale. What I want to do is... an Alfetta [...] a C-segment, more or less a hatchback, very cool [...] a very European formula, I'm aware of that. But if I make enough money with the other models, and if the Tonale and the models we'll be launching over the next few years manage to establish a solid international relevance for Alfa Romeo, then I'll do it just for Europe".
Add to this the fact that FCA Italy registered the Alfetta trademark in 2023There's every reason to believe that this could be the model for 2029. A European model, like Junior, which would be an exception to the rule, and which will only exist if the rest of the product plan works. In our opinion, it could be a car based on the Opel Manta concept, which, coincidentally, is a C-segment crossover that was to have been produced at Melfi, alongside the Lancia Gamma, and whose project was frozen in 2024.
| Segment | Model | Year | Platform |
|---|---|---|---|
| B-SUV | Alfa Romeo Junior (966) | 2024 | PSA eCMP |
| D-SUV | Alfa Romeo Stelvio (A5U) | 2025 | STLA Large |
| D-Crossover | Alfa Romeo Gulia (A5S) | 2026 | STLA Large |
| C-SUV | Alfa Romeo Tonale (A4U) | 2017 | STLA Medium |
| E-SUV | Alfa Romeo ? (A6U) | 2028 | STLA Large |
| C-Crossover | Alfa Romeo Alfetta (A2X) | 2029 | STLA Small |
Tomorrow's Alfa Romeo won't look like yesterday's. Gone are the classic sedans like the Giulietta, replaced by SUVs and crossovers. By adapting to market trends, Alfa Romeo seems intent on playing a leading role in the premium SUV sector. The years to come will dictate whether this strategy was the right one.
Farewell Alfa ...
Clearly ca...
Alfa Romeo, a brand of SUVs and crossovers, who would have imagined?
We knew that Tavares was a disaster for Italian brands, but what followed was no better.
Why not the Junior, but without a combustion engine other than the PureTech, or an electric one with a short range on the road, it doesn't make the Junior really interesting.
Those like me who have loved this brand for a long time will either turn away from it, or keep the Alfa they currently have for a very long time.
The comparison with BMW is interesting, as we can see that the 3 Series, i4 and 5 Series still account for a huge share of sales!
I still say that ZERO sedans, whether compact or hatchback, is a big mistake.
I couldn't agree more.
Not a single classic car in the range, only SUVs in every segment, and it wants to compete with BMW! Get rid of this clown at the helm of Alfa Romeo.
Eine sehr gewagte Strategie, so verabschiedet sich Alfa von seinen Genen, schade. Dass es in einem Grosskonzern auch anders geht, zeigt Seat / Cupra, beispielsweise mit Leon und Formentor mit 300 und mehr Benzin-PS. Diese behaupten sich auch im krisengeschüttelten VW-Konzern hervorragend.
Another strange choice. Sure, SUVs are "in", but there are still more 208s than 2008s, more 308s than 3008s, more Clio 5s than Capturs, at least in France. Worldwide, it's equivalent at worst. So to deprive ourselves of the "classic" model and release only the SUV model on one platform is to deprive ourselves of at least 50% of possible sales...
Very good observation 👍🏻
Yes, the new CEO really is a CLOWN. An Alfa Romeo range has to offer different cars... and not "do what everyone else does": sedans, coupes and convertibles.
An Alfa Romeo must be desirable, efficient and affordable. That's the brand's recipe for success.
It took the Italians 110 years to create a brand focused on sport and motoring passion, while it took the French 4 years to break the myth.
RIP Alfa Romeo....
Peugeot has always destroyed the brands it has approached: Talbot, Opel, Citroën... and created the ultimate flop, DS Automobiles.
RIP ALFA ROMEO!
egal.. gerade den BMW 320 2025er bestellt. Alfa ist weg.
mein 166 3.0 geht. Der Spider 1973 nur im Sommer.
Und diese abscheulichen SUV-kisten sind zum kotzen hässlich...
Next generation Giulia is a fastback. For sure not a crossover.
I think it's better for Alfa Romeo and its brand image to make prestigious and beautiful limited sports series, works of automotive art, than to do this... Alfa generalist is dead...