The Stalantis Turnaround plan for the Alfa Romeo which will hopefully turn the low-earning premium Italian brand into a serious threat to BMW with its focus on new SUVs and switches to electric power. Something like a traditional two-seater roadster or coupe, clearly missing from the plan, the Alpha Romeo was once famous for that type of machine. Alpha has left sports car?
“Every single car in my lineup is a sports car,” Larry Dominic, the brand’s North American boss, told us in response to that question, half-joked. Alpha, of course, prides itself on being a brand for those who love to drive, so every car, including its SUV, demands a “sporty” driving experience.
But it is also worth noting that sales of two-door cars have declined in recent years. There are fewer coupes than ever before, hot hatches now regularly come with four doors, and when brands like Acura decide to bring back an icon like the Integra, it’s not as a coupe, but as a glorious sedan, because it’s more people in a configuration. . Possibility to buy. From a volume standpoint, traditional sports cars and coupes make no sense.
“When you’re a brand that focuses on growth and drives customer satisfaction and profit, it’s very clear which segment you need to participate in,” Dominic told us, referring to the C, D and E segments where Tonale , Giulia, Stelvio and stationary-hidden big cars will compete, respectively. “When we look at technology investment and investment dollars, we want to make sure that we cover those key model volume segments first.”
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But Dominique understands how useful it can be from a marketing and brand awareness standpoint to try to set foot on the door to a hello model for a company.
“A Hello model is important to the brand and probably in addition to the original models,” he told us. “But what we do and how often we do it can change. We can make a very limited edition super sports car or we can replace a medium sized spider. “
What seems less is that Alpha will take another shot at something in the middle that is technically advanced but sold in very small numbers and at a relatively modest price.
“If you replace a 4C spider, it will be a very modest volume. That thing doesn’t have enough viewers to support a high volume, ”Dominic admits, before hitting in a more positive tone.
“But that doesn’t mean we can’t do something independent. That’s what our sister brand Maserti did. I want to make sure we look at every opportunity, so all I can say is wait, you never know when you’re going to hear things. “
You don’t know when you’re going to listen to stuff? It seems to us that Alpha may surprise us sooner rather than later with something fun. But what should it be? Should Alpha get an isolated version of Masrati’s mid-engine MC20 baby supercar that was actually called Alpha anyway? Should the Z4 or MX-5 be partnered with BMW or Mazda to become the next generation front-engine spider? Or should Lotus-Alpine Electric Sports jump into the car project? Leave a comment and let us know what you want Alpha Romeo to do next