Alfa Romeo, other troubled brands getting 10 years of funding

Alfa Romeo and a clutch of other brands from the Stellantis portfolio will given funding and 10 years to turn themselves around.

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Derek Fung
Derek Fung

Stellantis CEO Carlos Tavares says Alfa Romeo and all the other brands in the automaker’s stable will be given “a chance” to succeed over the next decade.

According to Autocar, Tavares told attendees of the “Future of the Car Summit”, organised by the Financial Times, that each of the company’s brands will be given a chance to flourish.

He said he will “give a chance to each of our brands, under the leadership of a strong CEO, to define their vision, build a roadmap and make sure they use the valuable assets of Stellantis to make their business case fly”.

Each brand has been handed a “time window of 10 years and [given] funding for 10 years to do a core model strategy”.

Tavares still sees great value in the Alfa Romeo brand, noting “that in the past, lots of other car companies were willing to buy Alfa”.

Alfa Romeo “will move to the electrification world but [will be] doing that in a dynamic way”, though the details of its 10-year plan for the brand have yet to be decided.

The storied Italian marque is currently being helmed by Jean-Philippe Imparato, the man who is widely credited with leading the Peugeot brand into its current product renaissance.

Unimpressed with the performance of its plug-in hybrid drivetrain, Imparato has pushed back the launch of the Tonale crossover.

He has also lured Alejandro Mesonero-Romanos from Dacia to head up Alfa Romeo’s design studio.

As we noted in our comprehensive roundup of Stellantis’ strengths and weaknesses, the newly formed automaker has 14 brands to juggle.

Some, like Peugeot, Ram and Jeep, are ticking along well. Others, such as Chrysler, Alfa Romeo, DS and Lancia, have small ranges and poor sales.

With the demise of the Giulietta hatch, the Alfa Romeo range has been reduced to just the Giulia sedan and Stelvio crossover.

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Derek Fung
Derek Fung
Derek Fung is a Journalist at CarExpert.
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