If there is one single model that played a key role saving a mythical brand, it is without any doubt the Giulietta. If it wasn’t because of its sales registrations, Alfa Romeo would be already dead. It doesn’t mean that it is super seller but is one of the few big cars of Fiat Group to succeed in Europe. However its results must be closely analyzed. Last year Alfa Romeo sold more than 67.000 Giuliettas worldwide, counting for 67% of the brand’s total sales. It was its third year on the market, which means the year of growth/maturity, but it seems to be the decline period when looking at the life cycle curve. This nice Alfa Romeo reached its top in 2011, its first full year in the market, but then European/Italian car industry crisis hit its records severely. Still, it is the best-selling compact car of Fiat Group in Europe and last year it had an important role in the Italian market.
2 out of 3 Alfas sold last year correspond to the Giulietta model. It was a difficult year for this model, despite it was introduced in 2010. It became the best-selling C-segment car of the whole group as the Dart didn’t really take off in 2012. Source: FGW Data Basis, Best Selling Cars Blog
Of course, Europe counts for most of its sales, with 91% share, followed by Asia-Pacific region which counts for almost 7%. Actually, Japan is Giulietta’s 5th largest market ahead of so many European countries. The success there is explained by the good image of the brand among Japanese (there are a lot of fan associations), even if its sales are marginal compared to total market. Despite its low sales figures, the Giulietta could be considered another important product for the group, even if it is not available in USA and Canada. My analysis includes 46 countries from all continents for a total of 67.180 units. Italy counts for 44,5% of total, followed by France (9,3%), Germany (7,7%) and the UK (6,3%). Important missing markets: USA, Canada, China, Russia, India and Brazil. Unfortunately, because of its strong dependence on European market, its sales are down in most of the markets where it is available. From 23 countries evaluated year-on-year, only 5 had positive growth. In total, Giulietta’s total registrations are down 13% (e) compared to 2011 figures. It is not bad considering European crisis, but is really bad taken into account that it is a young product.
Giulietta’s sales are very concentrated in Europe and Italy. That’s the main cause of its fall, as Europe and specially Italy are facing one of the worst industry crisis in years. Japan became the 5th largest market in only one year. Estimated data for Belgium. Source: FGW Data Basis, Best Selling Cars Blog
The Giulietta is sold in so many countries but the big markets are still missing: USA, China, Russia, Brazil and Canada. Source: FGW Data Basis, Data House, Best Selling Cars Blog
In terms of share in C-Segment, Greece is Giulietta’s second best market. Very low share in Germany and UK. Source: FGW Data Basis, Best Selling Cars Blog
Europe
This car is available everywhere in Europe. The analysis includes 31 countries, from which 2 saw positive results for this Alfa Romeo: Poland and Hungary. Total registrations were severely affected by France, the UK and the Netherlands, as Italian ones didn’t fall that much. As Italy counts for 49% of total, then everything that happened outside Italy had a big impact on its final result. In terms of share in C-Segment, the Giulietta shines in Italy (some units behind the Golf), and Greece (almost 5% share!). It had an interesting result in Austria and France but still, generally speaking, it doesn’t occupy an important position within its segment. Germany is the best example of the low penetration of this nice car: 0,72% of the largest segment in that country. Too bad for Northern Europe where the Alfa is not popular at all.
Sales in Europe were not good in 2012. Even if it is much younger than Audi A3, the German model doubled its sales. Good for Turkey (e). Source: FGW Data Basis, Jato Dynamics, Data House Best Selling Cars Blog
Asia-Pacific
The Giulietta is particularly popular among imported cars in Japan, which counts for 75% (e) of total sales in APAC region. It was introduced in January 2012. However, its eternal rival, VW Golf, rules as the best-selling imported car in that country. Australia is far behind, but with good results year-on-year.
Asia-Pacific region is the second most important for the Giulietta. It had a wonderful start in Japan where it helped the brand not to fall in the ranking. The Giulietta did better than the old Audi A3. Source: FGW Data Basis, Best Selling Cars Blog
Latin America
Is present in Mexico, some countries in Central America, the Caribbean, Colombia, Peru, Chile, Argentina and Uruguay. Brazil doesn’t make part of the offer but not for to long as Alfa is expected to arrive soon. The results in Latin America are very bad, and is a consequence of what I personally think is a bad strategy. Latin America is another important market where the brand could become strong only with the right approach. I don’t think is OK to introduce the brand when it has only 2 models to offer and prices are extremely high. German premium brands can do it because they’ve been there for years, so people know them and buy their expensive cars. But Alfa Romeo is trying to impress the public with expensive but few models. The result is that the brand has a good start but soon its sales fall as people don’t see anything new. This is bad because the image of the brand is being exposed and new products won’t arrive till 2015.
Due to high taxes, the Giulietta is a very expensive option in Latin America. The brand has no presence in Paraguay, Bolivia and Venezuela. Source: FGW Data Base, Best Selling Cars Blog, Colitalia Autos, Fiat-Alfa Romeo Dominican Rep.
What’s next?
For 2013 it is expected less sales for this Alfa Romeo as European market will continue to fall, and overseas markets won’t contribute with high numbers. Besides, the expected facelift won’t arrive this year but next, so it will have to keep fighting without the help of a restyling. However, for 2014 it is expected the arrival of a deep update that will allow it to enter the US market. Besides, a SW version should also make its debut focused on European market. For now, it is being very useful for the development of other cars of the group such as the Dart/Viaggio and the latest Cherokee.
The Giulietta is key product for Alfa Romeo and for the whole group in C-Segment. Source: FGW Data Basis, Best Selling Cars Blog
Click here to see Alfa Romeo 2012 Full Year Analysis
Click here to see Alfa Romeo MiTo 2012 Full Year Analysis
Fiat Group World 
It’s a shame that the Giulietta isn’t selling more in Australia, but I think it got off to a bad start in the first 2.5 years. The original importer had it priced at Audi levels, and it’s only been since February 2013 that the price has been significantly reduced (about 20% to match Golf) to give it some chance against Golf and Japanese products. I have had the Giulietta for about 1 month and in that time I’ve come to see some aspects that will compromise its success down here. It’s very stylish but results in a cramped interior that is noticeably less spacious than the Golf (so not viable for families); it has very cramped driver’s footwell (on right hand drives), so not very comfortable having the accelerator towards the centre, plus limited footrest/leg space to the left of the pedals; the road noise transmitted into the cabin on the coarse stone asphalt (which is prevalent on Australian roads) is annoying at best and almost unbearable at worst, but the car is quiet on smooth asphalt (noisy on concrete) – not sure if this is the Dunlop tyres or lack of sound proofing.
My car has a couple of rattles that crop up occasionally – which aren’t excessively problematic, but I might be more forgiving than others, plus a faulty speaker that needs to be replaced when I take it in for its first service in late April.
I love the diesel motor and enjoy the TCT (except at walking pace where it stutters), handling and ride. However, the interior has pathetic storage, cupholders that can’t handle water bottles, the arm rest is ridiculous and gets in the way, plus Blue and Me is quite outdated. I hope that a refresh brings in some of the quality interiors that include storage and infotainment features such as those in the Dodge Dart, Jeep Cherokee Cherokee and the new Cherokee.
Just on the platform, it seems that the C-Evo and C-evo wide is very flawed in its space utilisation. There’s poor legroom/space in the Giulietta and now video and reports on the new Cherokee are indicating that the Cherokee has poor rear legroom and luggage space (poorer than the smaller Patriot), which will further complicate the issue for the Cherokee, particularly as its styling is controversial (I like it by the way).
I don’t know if the Giulietta will be facelifted, or whether Marchionne will have it wither and die with minimal change, like he did for the 147. If the new Golf 7 is as good as reported on handling/ride, quietness, economy and space utilisation, then the Giulietta’s sales in Australia are unlikely to improve much. Down here, I think there are about 1,000 Golfs sold per month, with the new Mk 7 due in 4 weeks – so VW are ready to launch an offensive that I fear will result in many tears for Alfa.
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Lets hope that with a better price it will be able to do better in the ranking. I’m sure the Giulietta will have a deep facelift as it is still a new product and is a key product for Alfa Romeo. I hope your problems can be solved in the dealership. Regards!
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Hi, i like your website a lot. compliments for it.
what do you think about the new old rumors that Fiat is talking with audi to sell Alfa???
I would be shocked if so!
source:http://www.carscoops.com/2013/03/fresh-rumors-emerge-about-alfa-romeo.html
Ciao
Pietro
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I heard the news yesterday. It makes no sense to think that they will sell Alfa to Audi when they just showed the new 4C less than 1 month ago and they are working on so many other projects (Giulietta-Dart-Cherokee). Besides, it talks about selling Pomigliano plant: Fiat invested more than 850 million euros to produce the Panda.
One more thing: Alfa Romeo has more future under Fiat control than the one that could have as a VW Group brand. Or how do you think they would be able to position the brand? between VW and Audi? over Audi? imagine not 4 but 5 different versions of a same platform: Golf, Octavia, Leon, A3 and now Giulietta? there is no more room for another mainstream brand. Then, the future along with VW would be as it is happening now with Lamborghini, which makes wonderful cars but for few people, while Porsche is the real star of the show.
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alfa romeo needs to stop producing only one version of the giulietta.
Giulietta needs a f/l, a 3door version(perhaps a sprint)and a s/w version!
They might as well put the twin air (105hp)under thw hood.
many manufacturers like renault, vw, toyota have 3d, 4d, 5d, cabrio and sw models. You can not compete with just one model and without a refresh of the 3 years old design…
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Please Mr. Winterkorn, save Alfa Romeo from Fiat’s bean counters.
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Juan Felipe congratulations for yr excellent web site very nice and plenty of detailed statistics thks Antonio
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Thank you very much Antonio. It is my pleasure to share all of it with readers like you. Keep reading, ciao ciao!
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