Alfa Romeo almost at zero: hope pinned on Tonale

Alfa Romeo sold a total of 175 new passenger cars in 2021, making the brand the smallest market share of the last 38 years in the Netherlands. Of course, the Dutch car market was on the brink last year, but with a market share of only 0.05 percent, even the largest Alfist cannot possibly be happy. The first months of this year also did not look good for Alfa Romeo. Only 38 new Alfa Romeos were registered in the Netherlands in January and February. Even Bentley put 41 more cars on Dutch license plates in those months.

The Alfa Romeo Giulia sold 109 copies in 2021 and was then the best-selling Alfa in the Netherlands. Also in the first two months of this year, that title goes to the Giulia, but with only 23 copies, that is a dubious honour. By way of comparison: the Audi A4, BMW 3-series and Mercedes-Benz C-class went over the counter successively 228, 709 and 408 times in January and February. Only competitor Jaguar XE performed worse than the Giulia. Only three of these have been registered this year. With 40 units sold in the Netherlands last year, the Stelvio plays an even smaller role in the margin, if possible.

Is the graph too small? Then look at the images, he is also there (photo 11)!

Car sales always have peaks and troughs, including those of Alfa Romeo. For example, sales in the Netherlands rose with considerable fluctuations between 1983 and 1991, from about 4,500 to almost 9,000 copies. Although Alfa Romeo had its absolute top year in the Netherlands in 1999 with just under 10,000 cars sold thanks to the introduction of the 156, 1991 is the year in which Alfa Romeo managed to achieve its largest market share in the Netherlands (1.81 percent). After the peak year of 2000, Alfa sales were on a slippery slope. The introduction of a new model occasionally caused a small revival. For example, the introduction of the 159 caused a short-lived upward trend in sales and the Giulia managed to repeat the same trick in 2017. Even the Mito with 1.3 JTDm savings diesel managed to keep the figures for only one year. Unfortunately, in the big picture, it is not much for Alfa Romeo anymore. In 2022, Alfa Romeo in the Netherlands is at an absolute low point.

Hope in Tonale

Now that Alfa Romeo no longer has a Mito or Giulietta-like for years, the brand only has one thing left: wait. Waiting for the Tonale – the first new Alfa Romeo in about six years – to hit the market. That will finally happen soon, because the introduction of the new more compact SUV is planned for this spring. Although the Tonale is still a real FCA and not a Stellantis product – it is technically related to the Jeep Compass and Renegade – it is a very important car for Alfa Romeo. The Alfa Romeo Tonale will get both hybrid and plug-in hybrid powertrains, making it the first electrified Alfa ever. The hybrid and especially the plug-in hybrid versions undoubtedly have a more favorable effect on the bpm than the Alfa machines, which until now have had to do without any form of electrification. In addition, at 4.53 meters, the Tonale is a direct competitor to SUVs in the segment of cars such as the Audi Q3, BMW X1, Mercedes-Benz GLA and Volvo XC40. A lot more accessible than the Stelvio!

Stellantis

Alfa’s parent company Stellantis logically does not consider the Tonale sufficient to restore Alfa’s glory. For example, Alfa Romeo will introduce an electric SUV in 2024, a car that may be called Brennero and that it will be one step below the Tonale. A direct competitor for group members such as the Peugeot e-2008 and DS3 Crossback E-Tense. From 2025, Alfa Romeo should only have electric cars in Europe. Or will there also be a fully electric Giulia? Be sure to! That electric Giulia may be enthroned on the largest regular version of the modular EV platforms that Stellantis has in the development rooms: the STLA Large base. Or does that mean the Giulia wants to compete in the 5-series instead of 3-series segment? Who knows, but that Alfa Romeo is doing everything it can to get back on top is fortunately evident.

Alfa Romeo Giulia (illustration)

Alfa Romeo: sales, market share and best-selling model 1983-2021

Alfa Romeo may never have put away huge numbers in the Netherlands, but what has been sold more than regularly appeals to the car emotions. A look at our Alfa classic range confirms this, although the brand’s younger cars are also interesting for the enthusiast of the brand!