Will 2016 be the year for Alfa Romeo? Its bosses believe so, promising that it will start a renaissance for the Italian brand.
Alfa Romeo predicts sales will grow off the back of rear-wheel driven, dynamic cars that it hopes will provide an alternative to the German premium brands. It begins with a compact executive saloon, the Giulia, to be joined by a replacement for the Giulietta, an estate car and SUVs before 2018.
It can’t come soon enough. Dealers have been left with little sales volume from the Mito hatchback, Giulietta and 4C sports car, and Alfa Romeo’s market share is lower now than it was 10 years ago. The latest NFDA Dealer Attitude Survey shows dealer morale has slipped, with the franchise rating down to five out of 10.
Nevertheless, the brand is recruiting dealers ahead of its promised renaissance. It has already grown from 55 to 58 sales points. Some of the expansion is due to brand centres hosting the group brands Fiat, Alfa Romeo, Abarth and Jeep together.