Alfa Romeo saw a significant 20% increase in global sales in 2025, moving 73,000 vehicles worldwide. While this growth is positive, the Italian brand remains a small player compared to dominant German competitors like BMW (2.17 million units sold), Mercedes-Benz (1.8 million), and Audi (1.6 million).
The Long Road to Recovery
For over a decade, Alfa Romeo has been attempting a revival, spearheaded by the late Sergio Marchionne. Investments in platforms like the Giorgio (used for the Giulia and Stelvio) aimed to position Alfa as a serious rival to German luxury automakers. However, despite continued sales of these models, neither has reached expected volume targets.
The brand’s current success relies on Stellantis, Alfa Romeo’s parent company, which provides access to shared platforms for faster development. The Junior model currently leads sales, followed by the Tonale SUV, which recently received a facelift. Meanwhile, the limited-production 33 Stradale serves as a halo car, generating buzz despite its negligible impact on overall numbers.
Regional Performance & Strategic Shifts
Over 80% of Alfa Romeo’s sales occur in Europe. North America, the Middle East, and Asia contribute the rest, though the U.S. market saw a 36% drop in demand, totaling just 5,652 cars sold. The Junior model is not available in the U.S. This highlights a strategic focus on European markets, where the brand maintains stronger appeal.
Notably, high-performance Quadrifoglio variants now represent 11% of total deliveries – a record share. The resurgence of V6-powered models in Europe is driving this trend.
Future Plans & Uncertainty within Stellantis
Plans to expand into larger vehicles catering to the American market have been shelved. Alfa Romeo CEO Santo Ficili stated, “Large cars are not the brand’s territory.” The next-generation Giulia and Stelvio, initially planned as EVs, are now being engineered with both electric and combustion engine options, with a projected launch in 2028.
However, broader concerns within Stellantis cast a shadow over Alfa Romeo’s future. CEO Antonio Filosa is reportedly assessing the long-term viability of all 14 brands under the conglomerate, with potential closures looming for weaker performers. While Alfa Romeo doesn’t appear immediately at risk compared to brands like Lancia or DS Automobiles, its sustained growth depends on continued support from Stellantis.
Alfa Romeo’s best year was in 1990, with 223,643 units sold. The current 73,000 represents significant progress, but the brand must maintain momentum to avoid being overshadowed within a rapidly shifting automotive landscape.
