Jean-Philippe Imparato is going to turn Alfa-Romeo into a Lexus

Alfa Romeo is changing. However, the electrification trend has swept the whole world, and Alfa-Romeo is no exception. But the most significant change in the company stems from the man directly responsible for making decisions - Jean-Philippe Imparato, who said: "My benchmark for quality is Lexus." Alfa-Romeo has a long way to go, but Imparato thinks he knows the right way. Jean-Philippe is going to pull off the same trick with the Italian brand that he has already done before, making the PSA Group the second largest group in Europe by sales. And Alfa-Romeo, coming under the leadership of Imparato, has already made a profit! And even before the release of the affordable Tonale, which, by the way, will have to compete with the German cars Audi Q3 and BMW X1.




The proof that Alfa-Romeo is going to build high margin cars is that the Tonale has been developed on the oldest chassis in the Stallantis group! The CUSW platform went into production in 2010, along with the Giulietta hatchback. Alfa-Romeo appears to believe in the reliability of this chassis, with a "5-3-5 package" being offered for the Tonale:

✅ Five year new car warranty
✅ Free maintenance for three years
✅ Road accident insurance for five years

After the launch of Tonale, Alfa-Romeo will introduce another smaller crossover. It is planned that the new model of the company will be released in 2024 and will make the entrance ticket to the world of Alfa-Romeo even more affordable. Contrary to rumors, the new car will not be named Brennero, as Alfa-Romeo, along with electrification, decided to stop naming cars after Italian cities, lakes or mountains.



So far, Alfa Romeo has been a sports-oriented brand with high prices. The name guaranteed an elegant look and driving pleasure. Now the Italians are going to work in a different segment of the automotive market, offering affordable models with an emphasis on build quality. A potential problem this can lead to is the lack of brand identity. After all, insufficient reliability and too high cost have always been part of Alfa-Romeo. Hopefully, we will see that Alfa-Romeo still manages to maintain its character: driving pleasure, attractive appearance, and not become "another item on the list of options to buy."