Alfa boss Imparato recently gave interviews/comments to La Stampa and other media:
“We don’t sell electric, we sell sportiness”
“I wanted an impactful message for the audience: a second passed on the screen but it aroused a thousand reactions”. Jean-Philippe Imparato laughs when he is asked about the new slogan of the Alfa Romeo brand, presented, together with those of all the other brands in the Stellantis galaxy, during the EV Day event on Thursday. It states “in 2024, Alfa becomes Alfa e-Romeo”. “We are not changing our name, we have respect for 111 years of history,” said Imparato, who left the seat of number one at Peugeot in January to take up the Alfa Romeo bet. “A choice like this is not made out of career, but out of passion,” he says.
But if the name does not change, what changes for Alfa Romeo is the nature of the engines, which begin the electrification process. “It is a necessary evolution for the brand, if Europe requires an end to the sale of combustion engines,
we must be ready, otherwise we are dead,” says Imparato. And in fact, here is the path: in 2022, with the new SUV Tonale, which will be smaller than the Stelvio, the first Alfa Romeo plug-in hybrid model in history arrives. In 2024, the first pure electric, as announced in the slogan mentioned above, which will also be available in a mild-hybrid thermal version. And in 2025-26 the new Alfas built on the STLA Large electric platform will arrive.
How can an enthusiast who dreams of a Quadrifoglio be convinced that an Alfa can be electric? "With a very high level of performance. Alfa Romeo does not sell electric, it sells sportiness". Will the new battery-powered models have
rear-wheel drive, as fans ask? "With the
new platforms you can do everything, we will see based on the level of power. What is not discussed are the handling qualities, which must be a true Alfa. Starting from the “technological bricks” offered by the Stellantis group, we are working on our interpretation".
The "base camp" remains Italy, says Imparato, "but Alfa Romeo wants to be
the "premium global brand” of Stellantis. So I don’t give up in Europe, North America and China. In Japan they bought 88 Giulia GTA and GTAm (out of a production of 500 units, ed). Do you think I’m leaving Japan?
We remain in all the markets in which we already are. Our strategic goal is to complete the product range to develop outside Italy. Ours is an offensive strategy, we are not satisfied with staying between Turin and Milan". And precisely on the product range, the manager also gives some indications on the future range, which will
expand downwards with models that are
more accessible and closer to the tradition of the brand.
"I want to have an answer for those who in the past did me the honor of buying a Giulietta or a Mito. In 2022, 23, 24 you will see Alfa Romeo return with product offers that allow us to address the customer who has always loved the brand, but perhaps does not have the money to buy a Stelvio or a Giulia. I was born in Alfa Romeo because my father had a Giulia 1300, and then an Alfetta, but he wasn’t full of money. Alfa Romeo was “beauty for everyone”. We will broaden the field in this direction: we have a product plan validated for the next ten years, but we will reveal it a little at a time".
Meanwhile, the new head of design of the brand,
Alejandro Mesonero-Romano, has arrived in Turin, where Imparato himself has been living for a few months. "Alejandro works in the style center, 20 meters from me, we see each other twice a day. He is in love with Alfa Romeo and works with a small team of enthusiasts. I have already seen some sketches, you can see that it has the reflection of the Alfisti: you do not touch the snake, you do not touch the wheels, the driver in the center. We are a team of “crazy people with their heads on their shoulders”. And we are completely in support of a brand that has 111 years of history".
Il numero uno del Biscione illustra il piano di elettrificazione del marchio all’indomani dell’Ev Day Stellantis: la prima Alfa a batteria nel 2024
www.lastampa.it
“I wanted an impactful message for the audience: a second passed on the screen but it aroused a thousand reactions”. Jean-Philippe Imparato laughs when he is asked about the new slogan of the Alfa Romeo brand, presented, together with those of all the other brands in the Stellantis galaxy...
www.ruetir.com