Q&A JEAN-PHILIPPE IMPARATO, CEO, ALFA ROMEO

What are the Tonale’s highlights?

“Since I joined in January 2021, I’ve been obsessed with three key points for the Tonale: Alfa Romeo DNA, software and electrification. I will never disrespect Alfa Romeo design or the job done by our predecessors. You have to inject some points of reference in the cars from the fantastic history we have.”

Why is software important?

“I wanted to send a message that, even at Alfa, we’re talking about the future. From now, Alfa will always be in the top quartile for technology content in its cars. We must have the latest level of services, advanced driver assistance systems. You must be able to receive your Amazon delivery in your car. And it must be easy.”

This is Alfa’s first step into electrification. What has been your approach?

“If we’re not electrified, we’re dead. So it’s obvious we wanted to do it, but we also wanted to maintain the Alfa Romeo touch and feel. That’s why we’re jumping in with 48V so you can really feel something in terms of zero-emissions. Then, with the plug-in hybrid, I wanted power obviously but also between 60km and 80km [37-50 miles] of electric range. That means we’re back in the race for fleet business. It’s key for the UK, Germany, France and soon Italy.”

What are your sales expectations for the Tonale?

“The deal I made with [Stellantis CEO] Carlos Tavares was firstly to focus on quality – which is why I delayed the car by three months – and secondly pricing power and margin per unit, disregarding anything about volumes. That’s why I don’t have volume targets.

“I’ve said 20,000 units in the second half in order to cover my break-even point. I can double that or I can stay at that, because I don’t have any pressure to absorb fixed costs. I want 80% of cars to be built to order. I don’t want to see cars in a car park and I won’t spend time on discounts. It’s about protecting the quality and the value.”