27 June 2019

Alfa Romeo Euro Sales (By Model) : 2000-2018


Alfa Romeo is a brand rich in history and the CEO of FCA Sergio Marchionne had drams of returning it to its former glory. Much money has been spent on achieving that. Sadly, he passed away but has it been a successful transformation? Most of the company's sales are in Europe so a critical region for AR.

Going back to the year 2000, sales were 176,000, hitting 205,000 in 2001 before settling back at 160,000. The new 147 gave 2001 the sales spike as new models do. So at this stage things were stable.


Model / Year 2004 2003 2002 2001 2000

147146/145 77,963 92,727 95,354 96,043 54,598

156 / 155 51,456 58,782 62,529 90,404 97,066

GT Coupé 18,975 211



166 / 164 7,601 5,935 8,475 14,084 18,953

GTV / Spider 2,100 2,278 3,235 4,800 5,661

Others 100 38 227 100 111

Total 158,195 159,971 169,820 205,431 176,389

2005 was a poor year but the 159 gave things a lift, but the trend was clearly downward as sales were hovering just over the 100,000 mark by 2008. The executive 166 wasn't replaced but the mini sized MiTo saved the day with strong sales. 


Model / Year 2009 2008 2007 2006 2005

MiTo 61,975 13,282 27

159/156 25,592 42,309 66,581 61,056 36,813

147 16,039 34,205 55,554 61,526 68,793

Brera/Spider 3,811 5,594 9,362 7,963 508

GT Coupé 2,864 6,468 12,135 13,080 19,461

8C 117 192



166

726 1,546 3,686

Others 43 133 49 0 306

Total 110,441 102,183 144,434 145,171 129,567

The replacing of the 147 with the Giulietta brought sales up to 130,000 in 2011 but the benefit was short lived. The aging 159 ended without a replacement and the MiTo was getting on. Sales now slipped below 60,000. 


Model / Year 2014 2013 2012 2011 2010

Giulietta/147 41,253 46,009 60,415 78,911 38,512

MiTo 17,022 17,884 25,173 40,425 51,994

4C 982 66


159 13 297 4,143 10,433 14,947

Brera/Spider



2,961

GT Coupé



1,417

Others 42 65 87 515 26

Total 59,312 64,321 89,818 130,284 109,857

The plan to lift Alfa was now operating with the 159 replacement (Giulia) finally released and the Stelvio SUV also released. Sales exceeded 85,000 in 2017 but not the success that was hoped. The premium market is hard to crack, with buyers more conservative than you may think. (The 2019 year was added after the article was written).


Model / Year 2019 2018 2017 2016 2015

Stelvio 26,282 29,292 16,990


Giulietta 15,525 26,665 32,748 41,644 41,767

Giulia 10,811 16,924 23,988 10,508

MiTo 674 9,534 11,360 12,940 13,887

4C 204 436 873 1,208 1,055

Others 6 0 0 21 30

Total 53,502 82,851 85,959 66,321 56,739

Satisfying the Alfa faithful is one thing. Getting buyers to switch over from other marques quite another. The cars are good, the sales not. They are well short of expectation but they were far too optimistic. Winning sales takes time and it will be interesting how FCA takes Alfa Romeo from here. 

I would have thought a model share with a brand like Jaguar would work but I don't know if that has even been considered. Partnerships are a way forward and need to be explored to rein in costs and still retain a reasonable range of up to date models.

For others in the series, click on the brand name below.

Honda - Infiniti - Jaguar - Lancia - Land Rover - Mazda - Nissan - Opel/Vauxhall -
Peugeot Part 1 - Renault Part 1 - SEAT

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