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.

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