Alfa Romeo’s CEO Confident About The Brand

Stellantis oversees 14 brands, with varying levels of success. Alfa Romeo ranks in the middle, and while sales are thriving, the brand isn’t at the same level as BMW, Mercedes-Benz, or Audi.

In the first half of 2025, global shipments increased by 20 percent, and the initial model, Junior, has received over 45,000 orders.

Alfa Romeo CEO Santo Ficilli told Car magazine that Alfa Romeo is “the only premium brand we [Stellantis] have.” While this may seem confusing, Stellantis views Maserati as a “luxury” brand competing at a higher level. Ficilli also manages Maserati.

He is enthusiastic about Alfa Romeo’s plans, with “new models that we will prepare for the future.” He didn’t go into details, but the next-generation Stelvio has already been announced ahead of its 2026 launch. By the end of next year, we should also see a replacement for the Giulia, although it won’t be a direct successor, as it will adopt a different body style compared to the current sedan.

Ficilli claims that Alfa Romeo’s heritage gives Stellantis a unique creative edge. However, as a business, profitability is crucial, which is why manufacturers often prefer crossovers over sports cars. His plans to revive the 8C and GTV were ultimately cancelled before production began.

What Alfa needs to “invent” is a way to attract customers who usually choose one of the three German luxury brands, and at a lower price. The 33 Stradale supercar was a solid attempt to improve the brand’s image, but not all millionaires can afford one.

The new influx of models should help turn things around in the United States, where sales are falling, unlike other major markets where the company is seeing double-digit growth. The larger SUV, designed primarily with North America in mind, is in development to compete with the likes of the Porsche Cayenne.

Finally, Fitchili says this: “We have to have the right network. I always say that we need the right dealers, not only to sell the car but also to serve our customers in the after-sales activities.”

• Read More: Alfa Romeo 33 Stradale Is “Beautiful,” According To McLaren P1 Designer