Sentiment or wallet? There is no doubt that it is a difficult, if long-term, choice for a car manufacturer that has to get back on track. With the first, old customers are tickled and not too much controversy is created, looking for the second you can try a quick revenge, taking advantage of new customers, archiving the cumbersome past. This is the situation that Alfa Romeo lives today, a brand with sales to improve and that has embraced the world of SUVs regardless of what they would like to keep traditions alive. At the same time, the managing director Jean-Philippe Imparato insists on the North Star of performance, which must never be forgotten.
“I am convinced of one thing: if I were to put Alfa Romeo on the safe side in terms of profits and losses over the next ten years, then I would necessarily have to be present in the largest markets in the world. So I want to be in segment B and segment C as far as small and compact SUVs are concerned. Staying in the corner does not bring any resultsLearned told British automotive journalists (including Automotive News, from which we quote the words of the CEO Alfa).
In short, words from Dirty Dancing (“Nobody puts Baby in the corner“) For a brand that will actually have to work to avoid being overwhelmed by events. “I can absolutely fight against brands like Mini too, being premium is not a question of car size“, Learned added, which therefore does not aim at sales volumes. To get the result Tonale and Brennero they are at the starting line, waiting for the definitive start. A route that only Imparato will be able to give once the industrial plan has been put in black and white, based entirely on the quality of components and assembly.
But why bet a lot on SUVs? “Segment C in Europe is worth between 2.5 million and three million vehicles per year, segment B is worth 2 million. If you enter these segments, there is an immediate effect on the volumes“Learned said.
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