Alpha finds colors, and projects multiply. Before the FCA/PSA merger, the Italian brand could not find its place in the Fiat/Chrysler group. Which mainly focused on universal brands like Fiat and Jeep. brand, known for its sports cars, coupes and convertibles, faced challenges and tried to innovate. Between 2010 and 2016, it produced only three models: Giulietta in 2010, Stelvio in 2015 and Giulia in 2016. The Mito was then withdrawn from the catalog in 2018, as was the Giulietta in 2020. At the time of the merger, the future of the brand was uncertain, and all car enthusiasts were eagerly waiting to see what direction the brand would take. today, Alfa Romeo attached to Stellantisand novelties are long overdue.

Alfa Romeo, sports premium

After the merger, the question arose about keeping Alfa Romeo and Lancia in the brand’s portfolio. Since DS has already become a premium brand, support two premium Italian brands could create rivalry in the group. In the end, Stellantis kept both, but wanted to clarify their positioning. For Lancia, the emphasis is on sophistication and Italian elegancewhile Alfa Romeo focuses on passion and sportiness. This differentiation will become especially noticeable in the coming years, when the two brands will expand the range of new products. Lancia is expected to focus more on connectivity and technology, while Alfa Romeo director Jean-Philippe Imparato refuses to make Alfa Romeo an “iPad car”. Therefore, passion and sport remain at the heart of Alfa Romeo’s strategy!

Soon “very cool” Alfetta?

Last year, Alfa Romeo revived the novelty by releasing the Tonale. This C-segment crossover indirectly replaced the Giulia and completed the Alfa Romeo lineup from the bottom. In the following years, the brand plans to release an electric B-segment crossover Brennero. It could be a technical cousin of the new Jeep Avenger. But what about sedans and compacts? The boss of the brand confirmed the return of the compact range in the next few years. This Giulietta descendant could for the occasion get the old Alfa name out of the closet: Alfetta.

If in 1968 this name was assigned to a large sedan (replacing the Alfa Romeo 2000), it was primarily the name of the coupe of the same name, which was released in 1974: Alfetta GT/GTV. Jean-Philippe Imparato confirmed that he wanted to make this future Alfetta “very cool” as a homage to this mythical coupe. The first time for Alfa Romeo will come about SUV launch, and also at Giulia and Stelvio updates. This new Alfetta is not expected no earlier than 2028simultaneously with the new generation of Lancia Delta.