Who Owns Alfa Romeo and What’s Going on With the Brand?
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Alfa Romeo has long been a symbol of Italian luxury and elegance. The name has been around for over a hundred years, and they stylishly combine elements of speed and class to make their renowned cars.
However, Alfa Romeo’s sales have been struggling in the past decade. So far, this hasn’t improved since their merger earlier this year. Alfa Romeo has a long history in the automotive industry.
Alfa Romeo has a long history
According to McKevitt Alfa Romeo of Berkeley, the brand was originally established in Italy in 1910. It manufactured cars during both world wars and began transitioning from military vehicles and supplies to luxury cars after the end of WW2.
Alfa Romeo has been under a variety of names and was acquired by Fiat in 2007. Five years later, Fiat merged with Chrysler to form the Fiat Chrysler Automobiles (FCA) brand, which became Alfa Romeo’s new owner. Since then, they’ve struggled to keep up with other luxury brands and their sales have been slowly declining.
Top Speed reported that Volkswagen has taken an interest in Alfa Romeo and has offered to buy the brand twice. They presented a plan to quadruple Alfa’s sales from 2011 to 2016, equating to around 400,000 cars. FCA declined this offer and another VW offer a few years later. In 2018, Alfa Romeo sold fewer than 123,000 cars, down by thousands from sales in previous years.
Who owns Alfa Romeo now?
Alfa Romeo is currently owned by Stellantis. The new CEO, Jean-Phillipe Imparato, previously worked at Peugeot and has set about making changes he thinks the brand will benefit from.
However, these changes have confused some consumers. Alfa Romeo has increased its prices and discontinued some of its more popular models. This includes the 4C, 4C Spider, and Giulietta, though the Giulia is still in production.
These discontinuations are meant to make room for the new Tonale model which will be a sporty compact SUV. Alfa Romeo will also be introducing its revamped electric GTV.
The GTV was originally discontinued in 2005, but Alfa has decided to bring it back as its first electric vehicle (EV). With most signs pointing toward a future full of EVs, joining the movement could prove to be a smart choice.
Stellantis is likely hoping to bring something new that could help draw more buyers. With the Tonale release now delayed until 2022, only time will tell if this is successful.
Will Alfa Romeo make a comeback soon?
For now, Alfa Romeo’s sales are still floundering, so there probably won’t be much improvement for them in the immediate future. If the Tonale or GTV can turn things around and boost sales once they’re released, there’s a chance they could level the playing field in the luxury segment.
Capitalizing on the release of the electric GTV, Alfa Romeo also plans to have an electric lineup for North American, Chinese, and European markets as soon as 2027. If they reach this lofty goal, the brand’s comeback could be well on its way.
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