The new Alfa Romeo Giulia has several hard tasks. The Giulia (Marchionne said he likes this name), which is ready for its world premiere on June 24th at Alfa Romeo’s Arese museum, is the first of several new models that Alfa will introduce during the next 3 years in order to sell 400.000 units by the end of 2018. There have been many speculations about its look and technical features, which will be for sure fully cleared up with the introduction of the top version with almost 500 cv in a 3.0 V6 Ferrari engine to compete with the BMW M3, Audi S4 and Mercedes C63. In terms of design rumors indicate that is looks very Alfa Romeo, with a clean shape, simple, sporty and fancy at the same time. The front grill is said to be very impactful. And that’s all what we know about it.
But this presentation is more than a simple car reveal. It means the relaunch of the whole brand, its come back to American car market and Marchionne’s biggest challenge. If it doesn’t work this time, Alfa Romeo brand will be for sure sold to VW or any Chinese emerging giant. In the case of the new sedan it will have the tough work of not only giving back Alfa a decent image, but also gaining share in a segment dominated by the Germans. The new Alfa Romeo sedan will be for sure a reference of technology, performance and design, but it won’t be enough to conquer those driving a BMW or an Audi. Many of the people who currently own a German premium used to drive Alfa Romeos in the past but many of them ran away due to quality and service problems. To regain their trust can become one of the group’s most difficult jobs as the brand waisted a lot of time and didn’t care about them. From the point of view of the product, Alfa Romeo is for sure in the right way. The important thing is not to repeat 2 usual mistakes of the group.
The first one is the timing. By the time the new Alfa Romeo Giulia will be in the dealers, Audi will be preparing the arrival of its new A4/S4, BMW will for sure introduce the updated 3/4-Series and Mercedes and Jaguar will continue to gain market share thanks to their new C-Class and XE. It means that in terms of age, the Giulia will be a bit older than the new Audi, a bit younger than the Mercedes and Jaguar, and 3 years younger than the BMW. But from the technology point of view, how far is it going to be from the new Audi A4? it happened to the Giulietta some years ago: it has a good start with outstanding results in Europe just till VW updated its Golf. BMW has just presented the new 7-Series and it seems that all of its competitors look old already (the Maserati Quattroruote included). The new Alfa Giulia must beat its current and future competitors for at least 2 or 3 years.
Italians must also pay attention to the continuity and this means more launches. The brand introduced the amazing 4C in late 2012 but since then it hasn’t proposed anything new (the Spider is just a variant). This means that the brand wasn’t able to keep the attention and soon the people who were enthusiast about the small sporty-car didn’t get anymore news from the brand. If Alfa intends to wait more than 1 year for its next launch, then it won’t be able to build a strong base of new clients. Hence the new Alfa Romeo D-SUV should arrive in late 2016 at the most.