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Ambitious Alfa Romeo is Set to Launch Nine New Cars by 2021


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Ambitious Alfa Romeo is Set to Launch Nine New Cars by 2021

Alfa Romeo plans to launch its Alfa Romeo Stelvio SUV at the Los Angeles Motor Show this month. This will reactivate a revitalisation for the Italian brand, to include up to nine new car launches over the next five years. Whisperings of these launches include a rival car for the BMW 5 series, a new sports car and a flagship large SUV.

The positive reception that its 3 series rivaling Giulia and the new Giulia-based Stelvio SUV, selling in dealerships by summer 2017, has lifted the new boss Reid Biglands’ plans to turn around faltering sales in recent years and inject some new life into the brand with these new car launches.

Alfa Romeo’s goal is to draw themselves up to the level of the German brands, such as BMW, but this is more of a long-term goal as it will take a considerable about of time to put this plan in action. The German car market features in every segment and creating spin offs from cars in this segment. It is a plan that has some recent precedents. Cadillac and Jaguar have both embarked on massive product replacement and expansion plans, with SUVs figuring prominently in the growth curve.

Bigland said: “Even with the new [Stelvio] SUV, we will only have 50 per cent coverage of the market. We need to pick our strategy and get it right. We have one chance to make the best possible car with every launch.”

The new car launches are much needed as Alfa’s annual sales peaked in 2001 at just over 200,000 but since then have declined year on year and now stands at barely 60,000. They, therefore face a large uphill battle to meet sales targets and gather impetus to drive the new strategy for growth.

Bigland and Alfa are expected to talk more about the Stelvio and the plan for future Alfas in Los Angeles this month.

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