Alfa Romeo is officially rewriting its future strategy, abandoning its ambitions to produce large luxury cars. This became clear after a statement by the company's CEO, Santo Ficcili, which casts a shadow over previous promises of large-scale expansion and a complete transition to electrification.
The Italian brand's previous plans envisaged the creation of a large electric crossover specifically aimed at the American market - a step that was supposed to position Alfa Romeo as a direct competitor to the German premium giants. However, these plans have now been canceled.
And one more thing. Instead of betting entirely on the electric future, as previously announced, the company is making a sharp turn: the next generations of the key models Giulia and Stelvio will retain internal combustion engines. The move could be interpreted as a retreat from the commitment to an all-electric range by the end of the decade.
According to Ficcigli, the brand's largest model will be the new generation of the Stelvio, whose teasers have already been presented. The crossover will be based on the STLA Medium platform, which is limited to cars up to 4.9 meters long. This makes it only slightly larger than the current Stelvio (4.68 meters) and positions it clearly below its rivals in the upper luxury segment.
Admission of defeat in the competitive struggle?
Analysts interpret this change of course as a tacit admission that Alfa Romeo can no longer or does not want to compete directly with the German premium brands in the large and expensive car segment. Ficcili explains the decision by preferring to focus on a smaller model line and not to waste limited resources.
This new, more modest strategy comes against the backdrop of continued weak sales. Alfa Romeo is struggling in the market not only with the veteran Giulia and Stelvio, but also with the smaller, relatively new Tonale. Weak demand for the latter even led to a temporary suspension of its production before the update.
Alfa Romeo is just one of several brands in the Stellantis group with unsatisfactory results, the situation is similar with Lancia, DS Automobiles and the American Chrysler. It seems that the Italian brand, which has struggled for years to find a permanent place in the premium segment, is forced to return to more realistic, albeit less ambitious, plans for its future. By giving up large cars, Alfa Romeo is betting on its survival in a narrower and more contested market segment.