Metamorphosis. This is the accompanying password Alfa Romeo also on the day of a special birthday, that of the 112 years of history of the Arese brand that occur in a 2022 full of novelties. A new model has finally arrived, the Alfa Romeo Tonale that has been making headlines for years and is finally preparing to give the brand a much needed boost on the market. A model that is precisely the symbol of this metamorphosis for a car manufacturer that has experienced the glories of the past, has come to terms with difficulties and now has to look to the future with the awareness of having new life but not being able to count on a unlimited time.
The 10 years set by Carlos Tavares for each brand of the Stellantis group represent a goal but also a chimera: the need will be to reach the end of this relaunch process with solid foundations, a strong structure and the awareness of no longer needing deadlines because at that point Alfa Romeo will be able to walk alone. Since 24 June 1910, when the Lombard Company Fabbrica Automobili was born in Milan More than a century has passed but the desire to amaze and the ability to attract the interest of the public has not subsided: right in the shadow of the Duomo, the Tonale showed off itself during the Milan Monza Motor Show, a sign even despite everything the Biscione on the muzzle is still capable of generating that curiosity and interest that will be fundamental levers to restart. From this point of view, even the first orders testify that the new SUV from Arese has so far had the desired effect, giving an important boost to the brand’s sales.
Once the euphoria of the novelty has passed, important work will begin for Alfa Romeo: that of consolidating the new premium position. Aspiring to become like the Germans, the car manufacturer from Arese wanted to significantly raise the target, aiming at an already established model that will not be easy to unhinge. However, there has been a change of pace and with the technological upgrade, Jean-Philippe Imparato and his team are also focusing on a different audience, made up of young people: maybe they won’t be Tonale’s customers but they will learn about the brand, waiting for the new baby SUV, what we currently know as Alfa Romeo Brenner, may represent an option more within their reach. The next steps in the growth of the range will be fundamental. Because if the market seems to live on SUVs only, a brand like Alfa Romeo cannot afford not to offer yet another novelty that is closer to the asphalt. Also from this point of view, some promises have been made and we will see if it will materialize between now and 2027. Finally, the electric, another mountain to climb without losing sight of the brand’s DNA. Happy birthday Alfa Romeo, the metamorphosis has begun, in the hope that the skin change will not affect the soul.
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