Alfa Romeo wants to go electric while continuing to stay true to its past. A modern balancing act told to us by Jean-Philippe Imparato, general manager of one of the three premium brands of the Stellantis group.
What better place than the Retromobile show to pay homage to its past… while preparing for its future. It was during the vintage vehicle show that we were able to discuss with Jean-Philippe Imparato, CEO of Alfa Romeo, about his vision for the future of the Italian brand.
A brand that seems to be moving forward after years of lean cows to sink to a historic low in 2021 of only 26,000 sales worldwide. A figure already exceeded at European level alone and over the first 11 months of last year.
In France, Alfa Romeo was pleased at the start of January to return to the top 10 premium brands in 2022 with just over 3,000 sales, i.e. double its total for the previous year. Results driven by its new SUV, the Tonale, which will benefit from a 280 horsepower plug-in hybrid engine this year, in addition to the 130 and 160 horsepower mild hybrid and 130 horsepower diesel versions already in the catalog. Enough to show some confidence for the years to come, marked by the end of thermal and the big shift towards electric.
BFM Business: How do you plan to draw on Alfa Romeo’s history to continue to develop sales?
Jean-Philippe Imparato – Alfa Romeo without its DNA, it doesn’t work. All the designers who come to us do an internship at the Arese museum, where you see all the beauties released since 1910. When we do the Alfa Romeo product plan, that is to say the 10-year strategic plan , with one launch per year from 2022/2023, we systematically have a link with history, especially in terms of design.
Alfa Romeo joined the premium division last year with DS and soon Lancia, what are the differences with these internal competitors within the Stellantis group?
They are not competitors, they are friends. But the positions are very clear: DS, French luxury, Lancia Italian elegance and me Alfa, it’s Italy, red and sport. It’s extremely clear in everyone’s mind, we work together to check that all the developments made around this premium division obviously serve the turnover, but also respect for the DNA of each brand. Every two or three months, we meet in the style rooms to check that everyone’s design orientations do not put us in a position to do the same thing.
How are you approaching the end of combustion and the transition to electric?
Without electric transition, a brand today is dead. At Alfa, we have decided to tell ourselves that we are going frankly: in 2027, we will sell 100% electric vehicles, between 350 and 800 horsepower. A Quadrifoglio (the sport label which celebrates its 100th anniversary this year, editor’s note), will be 1000 horsepower. Recharges in 18 minutes. And when I sell you an electric car, it will be an electric replacement for the thermal offer: you will do with electric what you do today with your petrol car, that’s very clear in my mind.
Obviously, at some point, thermal vehicles will stop, and we will remain lovers of our splendid V6 engine. We have a few surprises for fans of the brand, prepare the checkbooks, with a good time for collectors, we’ll talk about it in June-July, a priori on the occasion of Le Mans Classic.
