Alfa Romeo Holds to Ambitious Nine-Model Plan for 2021
Despite delays to its revival, Alfa Romeo says it is pressing ahead with a nine-model line-up by 2021, targeting rivals in key premium segments.
Alfa Romeo is maintaining its goal of launching nine new models by 2021, despite setbacks to its revival strategy and delays to key products. The Italian marque’s plan remains in place as it prepares to present the Stelvio SUV to the public at the Los Angeles Auto Show.
The company’s renewed product offensive is built around the Giulia saloon and the forthcoming Stelvio SUV. Both are intended to re-establish Alfa Romeo as a credible rival to German premium brands, with the Stelvio positioned to take on models such as the Porsche Macan and BMW X3. Alfa Romeo has said that every new model will focus on driving dynamics as a core selling point.
Nine-model strategy details
According to the company’s plan, the nine new models are expected to cover a range of segments, including compact and mid-size SUVs, executive saloons and potential sports cars. The line-up is designed to compete directly with established players like Audi, BMW and Porsche, with particular attention on the growing SUV market. The Stelvio, which debuts in Los Angeles, is intended as the linchpin for Alfa’s return to profitability and relevance in key markets.
- Giulia saloon (already launched in Europe, US launch pending)
- Stelvio SUV (world debut at Los Angeles Auto Show)
- Future compact and large SUVs targeting BMW X1 and Audi Q7
- Additional saloons and sports models to fill out the nine-car plan
Management and market focus
Reid Bigland, previously head of Alfa Romeo North America and now leading the brand globally, is tasked with delivering the nine-model strategy. His approach emphasises driving appeal as the brand’s differentiator. The Giulia’s delayed arrival in the US has highlighted Alfa’s ongoing challenges with timing and execution, but the company insists the broader plan is still on track.
Alfa Romeo’s strategy is closely watched given its history of missed targets and shifting priorities. The company’s leadership remains confident that the new line-up can restore its position in the premium market, provided the launches proceed as planned.
