A New Global Premium Brand With Renewed Global Reach

A New Global Premium Brand With Renewed Global Reach

Alfa Romeo’s tale is arguably one of the most colorful within the history of the auto industry. From its roots as a specialized automaker with a focus on racing — and quite often winning — to its near-constant financial struggles under both private and government ownership, Alfa Romeo has never lacked for drama and emotion. It was even the launch pad for Italy’s most famous brand, Ferrari, providing Enzo Ferrari with race team management roles before he left to start his own company.

The Alfa Romeo story continues to be written, first as a sub-brand within the Fiat Group, then as a component of Fiat Chrysler Automobiles (FCA), and now as a the global premium brand with the Stellantis global automotive group. While Alfa Romeo’s struggles with sales and financial growth have continued, the latest product plan includes an aggressive rollout of traditional internal combustion-based models over the next 5 years, as well as a commitment to go all-electric by 2027.

We recently had an opportunity to speak with Larry Dominique about Alfa Romeo’s past, present and future. He confirmed the brand’s plan to go all EV in the next 5 years, as well as its near-term plan to offer more models in more segments for U.S. buyers. Given the global reach of its parent company (Stellantis is now the fourth-largest automaker on the planet, with 8 million vehicle sales a year), this is the strongest position Alfa Romeo’s has been in since it was founded more than 110 years ago.

Will the Italian brand known for emotional design and turbulent finances throughout the 20th century finally find stability and success as a global premium brand in the 21st century? We’ll soon know.