Alfa Romeo wants to rapidly change the market and the customers to whom it will offer cars. Among other things, the aim is to target markets with a larger volume of sales, said the head of the British Alfa Romeo dealership, Damien Dally, in an interview with the Autocar website.
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In short, Alfa will go the way of compact SUVs, an example being the new Tonale model, which will reach dealers in September. The next step should also be the electric SUV Brennero, which the company intends to introduce in 2024. By the end of 2027, the brand will completely eliminate combustion engines from its repertoire.
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Damien Dally also admitted in the interview that new customers for Alfa Romeo will be families and women with children. Currently, according to statistics, Alfa sells most to middle-aged men.
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“This is a challenge for Alfa, because we are seen as a sports brand,” said Dally, who admitted that the company introduced, for example, a new five-year factory warranty to attract new customers.
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As part of the transformation into a manufacturer of family vehicles, however, Alfa Romeo is facing further questions from its traditional customers. For example, they are troubled by the issue of traditional cars, i.e. sedans, which Alfa still produces, but which form a minority in the portfolio.
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“But sedans are part of what our brand has always been. The market may be moving away from sedans, but we still believe in them,” said Dally.
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Dally also admitted that the company intends to double its production capacity by the end of next year as it anticipates increased interest in expanding its offerings. In the future, however, it is said that Alfa will not begrudge sports cars either. According to him, the company could, for example, develop limited editions of sports cars with a price of around ten million crowns per piece.
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