The CEO of Alfa Romeo reveals the company’s dramatic turnaround strategy.
2023 Alfa Romeo Tonale – Overview
At the recent launch of the Tonale crossover, Alfa Romeo CEO Jean-Philippe Imparato stated, “The first car I was driven in as a baby in 1966 was an Alfa Romeo Giulia.”
Imparato’s proven track record at Peugeot would qualify him for the position of leading Alfa Romeo into a new age under Stellantis if his upbringing weren’t enough.
Alfa Romeo is already profitable again after a year, unquestionably a more robust measure of success in Tavares’ universe despite low sales levels.
The next five years are already set in investment and strategy, starting with the Tonale.
A more small crossover called the Brennero and a new GTV, rumored to be an electrified four-door coupé, are also predicted. Finally, in 2024, the first electric vehicle will be available.
The Alfa Romeo of the future will be technologically advanced, “In our automobiles, we will be in the top quartile for [this],” Imparato predicted while not forgetting the company’s history. “I will never despise Alfa Romeo’s design,” Imparato declares. “You need to be wary of the brand.” You need to put some references in the cars from our incredible heritage.” He mentions the Spider ‘Duetto’ and 33 Stradale as references for sports cars – both of which are in the works – as long as he can validate the business model first on mainstream vehicles.
What lessons did Imparato acquire at Peugeot that he can use here? Peugeot is a different brand than Alfa Romeo, so what did he learn there that he can apply here? He says confidently, “Stability.” “Don’t alter your strategy every day.
Instead of modifying it, spend your time executing it. Second, safeguard the value of your product and your pricing authority.
Those two points, I believe, will suffice. A brand can take 30 years to establish and 10 seconds to destroy.” He wants Alfa Romeo to become Stellantis’ global premium brand, “known everywhere” but also for everyone. “Everyone deserves an Alfa Romeo’s beauty,” adds Imparato.
“Not everyone is wealthy. You can purchase a work of art if you earn decent pay. We’re not elitist; we’re for everyone.”
Alfa Romeo’s participation in Formula 1 is a vital (and costly) puzzle piece.
Six months into the position, Imparato renewed the brand’s association with Sauber, claiming that F1 is the only global motorsport series that generates a profit.
“It’s in line with our country mix, including the Americas, Asia, and Europe.” He explains, “We get worldwide publicity.” “We have a good relationship with the Sauber team.
We’re not in a power struggle; we’re a tribe. Therefore, every year, we shall conduct an evaluation.
We have high hopes with the new regulations and the addition of [multiple race winner] Valtteri [Bottas]. If we outperformed last year, the task is done, and we will reinvest.”
Imparato is also a perfectionist, which explains why the Tonale was delayed.
He wasn’t thrilled with the plug-in hybrid’s electric-only range or the standard hybrid’s “Alfa Romeo touch and feel.”
Now that the first car of Alfa Romeo’s planned resurrection has been completed, there are the max chances that the company has a promising future ahead of it, not just in terms of business but also in sustaining the emotion for which it is known.
Alfa Romeo’s Italian roots are a vital part of that, which its French CEO adores. “Italy is my second nation,” he explains. “I like how it works since it’s a mix of a rush and patience As a result, it’s life.” It’s challenging at times but never depressing.
I may compare the passion for automobiles in this country to that in the United Kingdom and Germany. The guys are automotive fans, and this is crucial.