In the past few years Alfa Romeo's global sales have continued going down. From 83,438 units sold in 2018 it went down to 35,718 units in 2020 and to 25,964 units in 2021. Even on the U.S. market, things do not look too bright for the Italian maker. It tried a first return back in 2008 when it sold 100 8C Competizione supercar units, and then again in 2014 with the two-seat 4C sports car, but that also was not a success. In 2017, Alfa Romeo invested big and made a proper return with the launch of the Giulia range. But sales are not very encouraging as the company barely manages to sell 1,000 units per month in the U.S.

How is Alfa Romeo Changing?

In a recent interview with the British magazine Autocar, Damien Dally - Alfa Romeo UK's boss - said that the company plans to "move from an emotion brand down to a rational one" in an attempt to increase its sales volume. Currently, Alfa Romeo aims at middle-aged men, but in the future, it will try to attract more women and families.

This means that, for now, Alfa Romeo will drop building the sports car it is famous for and will focus on the models that will help it to increase its sales volume. It will start with the recently announced Tonale and will continue with one new model every year up to 2030. After the Tonale, Alfa Romeo will launch a compact battery-electric SUV called Brennero sometime in 2024, and as of 2027, it will ditch internal combustion altogether. However, the company's interest in SUVs will not affect sedans like the Giulia - that will still be part of Alfa Romeo's future.

Will Alfa Romeo Keep Building Sports Cars?

Alfa Romeo started by building some of the most beautiful cars in the world. The company used to be famous for its unique exterior styling and its efficient powerplants. But, from building cars like the 1965 Giulia Sprint GTA or the 1900 C52 Disco Volante, Alfa Romeo went to building cars like the 4C - a sports car that, while still beautiful, had tons of mechanical problems. These problems made customers turn away from the Italian brand, and now it must bring them back before building a sports car again.

For the moment, Alfa Romeo will focus on building a "sustainable business model" and on increasing its volume segment. And only after its business grows will it start thinking about sports cars again. Dally thinks that the Italian company is still capable of selling £150,000 cars, and even £500,000 cars if built in limited edition.

"Not immediately, as those are small segments, but those are cars which I’m sure everyone would love to see Alfa ."