THE UK PERSPECTIVE

Alfa Romeo’s 2021 performance in the UK – just 1574 cars sold for a 0.1% market share – reflects the fact that it currently has only two models on sale, the Giulia saloon and Stelvio SUV, neither of which targets the segments in highest demand.

Compare that to the early 2000s, when volume was about 17,000, and the picture isn’t pretty.

But Alfa Romeo UK boss Damien Dally is hopeful.

“We’re going from two relatively small segments to the largest,” he says.

“This is really good news for our retailers, because immediately we have much wider appeal.

“The other thing is electrification, which is a big deal for Alfa Romeo. It gives us an opportunity in the fleet market that we haven’t had before.” Dally hopes that the Tonale, plus the subsequent new cars, will extend the brand’s purchase appeal beyond the typical male enthusiast towards more families and females. There’s no aspiration to compete on volume with the German giants, but Dally believes Alfa Romeo can get back to its heyday within five years or so. “We don’t want to have models in every segment,” he says. “We’re a brand with amazing heritage which makes cars that can be enjoyed every day. Our mantra is to develop cars that people fall in love with, which isn’t a mass-market approach.

“The potential is much more than we’re fulfilling today. It’s a big step, but the Tonale is going to open doors to a much wider audience – an audience that probably won’t have woken up this morning thinking an Alfa Romeo could be their next car choice.”

Another focus is customer experience, which Dally (pictured) admits “we’ve probably been inconsistent in delivering”. He elaborates: “It’s important we deliver that emotional experience at the same time as a structured experience, particularly with conquest customers.”