Fresh details emerge on Alfa Romeo Giulia ahead of launch
Alfa Romeo’s Giulia saloon is set to challenge German rivals with rear-wheel drive, a new platform and global ambitions as part of the brand’s revival.
Alfa Romeo is preparing to re-enter the mid-size executive saloon segment with the Giulia, a rear-wheel-drive model aimed directly at the BMW 3 Series, Audi A4 and Mercedes-Benz C-Class. The new Giulia is central to Alfa Romeo’s strategy for global growth, with the manufacturer targeting both the US and China as key markets.
The Giulia will be Alfa Romeo’s first mainstream model since the brand’s relaunch plan was set in motion by parent company Fiat Chrysler Automobiles. Following the niche 4C sports car, the Giulia is expected to play a much larger role in reviving Alfa’s fortunes by competing in one of the most crowded and profitable sectors in the market.
Rear-wheel drive and new platform
Unlike the outgoing 159, which used a front-wheel-drive platform, the Giulia will return Alfa Romeo to rear-wheel drive for its core saloon. This move is intended to sharpen the car’s dynamics and appeal to enthusiasts, while also meeting the expectations of buyers in the executive segment. The new platform is said to be developed specifically for the Giulia and future Alfa Romeo models, reflecting a substantial investment in engineering and design.
Alfa Romeo’s chief executive Sergio Marchionne has stated that the company is undergoing a major rethink of its product strategy, with the Giulia set to embody the new direction. The car is expected to be unveiled by the end of 2015, marking the beginning of Alfa’s push to become a global player once again.
Targeting global markets
While Alfa Romeo’s recent sales have been concentrated in Europe, the Giulia is being developed with the US and China firmly in mind. Both markets are critical for the brand’s ambitions, and the Giulia’s size and layout are designed to appeal to international tastes. The car will also face competition from the Jaguar XE, another challenger to the established German trio.
- Rear-wheel drive for improved dynamics
- New platform developed for Giulia and future models
- Focus on US and Chinese sales
- Positioned above the niche 4C sports car
What the Giulia means for Alfa Romeo
The Giulia’s launch will be the first major test of Alfa Romeo’s new strategy. Success in the mid-size saloon market is critical for the brand’s future, as it seeks to rebuild its reputation and sales volumes. The model is expected to be joined by further additions to the range, including a Spider and potential estate variants, as Alfa Romeo aims to re-establish itself as a credible competitor to premium brands.
For more on the Giulia’s design evolution, seeAlfa Romeo Giulia surfaces with softer styling in new render.
