In a recent interview with Newsweek, Larry Dominique, Senior Vice President and Head of Alfa Romeo North America, shed light on the brand’s ambitious vision for the North American market. With a renewed focus on performance and exclusivity, Alfa Romeo is set to redefine its presence in the region, drawing inspiration from its rich heritage and Italian craftsmanship.
At the forefront of this resurgence is the ultra-limited 33 Stradale, described by Dominique as “a genuine manifesto of the Italian brand’s capabilities.” With only 33 exemplars destined for production worldwide, the response to this masterpiece has been nothing short of astounding. Dominique revealed, “The number of inbounds I’m getting now on the 33 is just blowing my mind.”
Dominique emphasized that the essence of Alfa Romeo’s strategy lies in impeccable design and unmatched performance. He stated, “It’s about design. The best possible thing that we can design both from a beauty point of view, a simplicity point of view, a performance point of view.” This approach showcases the brand’s agility and its ability to step outside the conventional boundaries of automotive design.
Over the next six years, Alfa Romeo is set to introduce five new vehicles into the North American market. Among these, a long-awaited E-segment three-row SUV is poised to take center stage. Tailored explicitly for the North American market, this SUV is set to offer a blend of luxury, performance, and practicality, akin to models like the Dodge Durango and Jeep® Grand Cherokee L.
While North America currently accounts for roughly 30% of Alfa Romeo’s global business, Dominique sees immense growth potential. He noted, “North America is probably about half the size, or a little under half of what Europe sells. But they’re also a year ahead of us with Tonale. They launched Tonale in mid ’22. We just launched it now.”
In the last two and a half years, Alfa Romeo has achieved significant milestones. The brand’s average transaction price saw an impressive 26% increase, and it ascended from second-to-last in the J.D. Power Sales Satisfaction Index to clinch the top spot. Similarly, the brand made leaps in customer satisfaction and initial quality, signaling a formidable comeback.
Alfa Romeo’s resurgence in North America is poised to be a testament to the brand’s unwavering commitment to excellence and innovation. With the launch of the 33 Stradale and the imminent introduction of a purpose-built E-segment SUV, Alfa Romeo is poised to captivate a new generation of enthusiasts. As Larry Dominique succinctly put it, “We’re stable, we’re profitable, we’re delivering quality. So now it’s about getting that growth in the portfolio.”