Alfa Romeo will finally start the deliveries of its 4C in September. The waiting has been too long since the release of the Concept back in Geneva 2011. Hence, it is perhaps one of the brand’s most awaited launches over the last 20 years, as it incorporates the latest performance technologic features and will be the car that will open the doors to the brand in USA. The company expects to sell 600 units this year, and 3.000 in 2014. These numbers confirm that the 4C didn’t arrive to add volume to Alfa sales, but to create a better image among Europeans, Americans and Asians. The car will be able not only in Europe and USA, but in Japan, China (as a premiere of the brand), the Middle East, and maybe Russia. Based on the comments of the public, the good pre launch marketing campaign, and the extraordinary characteristics of this car, it is quite clear that the 4C is going to be a success from all points of view, no matter its price (58.000 – 60.000 euro). This super sport car proves that Alfa Romeo can do the best when it works hard.
But after the 4C what is going to happen? in the best of the cases this model will add 3.000 units to the brand’s annual registrations (and a lot of profits), but it won’t solve the Alfa’s main problem: the lack of a big range of products. In June the brand introduced the MiTo MY 2013, while the Giulietta MY will arrive later this year. However no other big launch is expected to arrive in 2014 so the question is whether the 4C will be able to capture the attention of the public for another year, or the brand will have to anticipate the launch of the new coming models. Last year Alfa Romeo sold 100.000 units, and this year it will sell around 64.000, as it struggles to stop the sales fall in Italy and all European markets. If no other new product arrives before 2015, then next year the brand will sell around 59.000 units, which would be one of the worst result of the last 40 years.
The 4C is fantastic, is an awesome car, but is not enough. Alfa Romeo needs more products and now. Its plans of selling 300.000 by 2016 seem to be just an unreachable goal when looking at its current situation. The Duetto should arrive by 2015, and if there are no problems, the Giulia should be presented by that year as well. Then, in 2016 the E-Sedan and the C-SUV should make their debut. But, where is the strategic planning of the company? why after creating the amazing 4C, Alfa Romeo isn’t ready for the next step? again, the company could make use of the strong image of the 4C not only to boost its Giulietta and MiTo sales, but to bring more products and benefit from the press, media, and opinion awareness that the supercar is generating now. Sooner or later, the attention brought by the 4C will end and then Alfa Romeo will be in the same situation of before. A pity.