To recap, Alfa registered just 1574 cars in the UK, 23,332 across Europe and 18,252 in the US. At its peak in volume terms, it shifted 205,431 in Europe alone.
At one of its many reboots of recent years, bosses talked of ambitions for 500,000 by 2014, growing to more than one million in subsequent years. It never got close.As charismatic new boss Jean-Philippe Imparato is constantly at pains to point out, the size of Stellantis means he’s under no pressure to force sales, especially loss-making ones.
The only cars produced will be profitable ones. But, crucially, the model of what defines a profitable car should change too, and this is where Alfa’s secret sauce – the fact everyone with a petrol pulse wants to say they’ve had an Alfa without necessarily wanting the hassle of actually having one – really comes into its own.
Subscription has long been a buzzword in the industry, without anyone being clear if it can actually work.
Jim_Holder Same for Land Rover… Reliability?
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