Tuesday, September 26, 2023
News Alfa Romeo Product Boss Says Brand Will Stay Special Despite More Common...

Alfa Romeo Product Boss Says Brand Will Stay Special Despite More Common Components

Alfa Romeo needs to stay unique while becoming more corporate

  • Fewer platforms, more sharing will reduce costs

  • But Alfa needs to be Alfa in order to survive

Alfa Romeo is about to get a lot more in common with other Stellantis brands. And a lot more electrification. But despite the changes, the company is looking to keep the brand’s image unique.

“There will be common stuff, yes, but there will always be specific [stuff]. We need the commonality to be sustainable, because if not, Alfa Romeo, as a company would not be sustainable,” Alfa Romeo head of product, Daniel Guzzafame, told CarsGuide.

The common stuff refers to mechanical and electronic components that come from any one of the brands under the Stellantis umbrella. This includes fellow Italians Fiat and Maserati, but also Jeep, Peugeot, Opel, and others.

The report says Alfa plans four or five new models in the next five years, built on two platforms. One of those is the Tonale SUV, which is getting close to going on sale. Using just two platforms helps lower costs, because there is less development work. Instead, it lets the company spend more on bodywork and interior components.

“There are things that are specific and that we want to keep specific, typically for a certain time. It is very rare in today’s market to find something that is unique and remains unique,” Guzzafame said.

The first challenge to this plan may be the Dodge Hornet. The compact crossover shares the Alfa Romeo Tonale’s driveline and much of its styling, meaning Alfa will need to work to make sure the two models stay distinct to shoppers.

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