LAST MONTH, I wrote about the critical situation of Alfa Romeo’s sales figures, prompting the sort of pileon the internet is famous for.
But within the loud debate came a voice of reason, saying that by thinking in traditional industry terms, I had missed the point.
Yes, Alfa’s 2021 sales were dire, he agreed, and yes, it’s in need of a top-to-bottom rethink – but it’s far from being doomed, as I had suggested might be the case.
To recap, Alfa registered just 1574 cars in the UK, 23,332 across Europe and 18,252 in the US. At its peak in volume terms, it shifted 205,431 in Europe alone. At one of its many reboots of recent years, bosses talked of ambitions for 500,000 by 2014, growing to more than one…
