In 2025, Alfa Romeo reported a 20% increase in global sales compared to the previous year, reaching 73 thousand cars. The main driver of this growth was the new Junior model. However, looking at the numbers more closely, it becomes clear that even with such progress, the historic Italian brand lags behind competitors. For example, just one Porsche Macan crossover with sales of over 84 thousand units surpassed the entire Alfa Romeo lineup in volume.
Context of Global Sales
Although the growth from 60 to 73 thousand cars is positive, it is still far from the brand’s historical record of 223,643 cars set back in 1990. Alfa Romeo’s current figures are approaching the level of the premium brand Genesis (82 thousand units), but the gap between it and German competitors remains enormous. BMW, Mercedes, and Audi sell millions of cars per year, while Porsche, with a figure of 280 thousand cars, also significantly outpaces the Italians.
The Role of the Junior Model
The new Junior model, which is a compact premium crossover, has become a real savior for the brand. It is not only the entry point into the model range but has also gathered over 60 thousand orders since its launch in 2024. 17% of buyers chose the fully electric version. In Europe, the Junior entered the top three best-selling premium compact crossovers, leading in countries such as Italy, France, and Austria. Its main competitors are the Volvo EX30, Lexus LBX, Audi Q2, and DS 3 Crossback.
Status of Other Models and Regional Results
After the Junior, the Tonale crossover follows in sales volume, which recently received an update. The older Giulia and Stelvio models, whose replacement has been postponed, remain in the lineup until 2027, although their sales likely amount to only a few thousand units. A special asset remains the limited series of the 33 Stradale supercar, whose production continues.
Europe remains the main market for Alfa Romeo, providing over 80% of global sales. In 2025, the brand grew by 31.1% on this continent, particularly by 80% in the UK and 41.9% in France. Significant growth was also recorded in Japan, Morocco, and Turkey.
Failure in the North American Market
Against the backdrop of European success, the situation in North America looks catastrophic. Sales in this region fell by 36.2%, to just 5,652 cars. For comparison, a niche model like the Nissan Z sold almost as many units. This means Alfa Romeo’s presence in the key US market has become marginal.
“Exceeding global growth of 20%, with a figure of +31% in Europe, says one thing: Alfa Romeo is back in the game. But the most important thing is the quality of this journey. We focus every decision on customers and drivers because our ambition is not only to increase volumes but to create desire, loyalty, and value over time. The Junior has expanded our customer base while remaining true to the brand’s sporting DNA,” said Santo Ficili, CEO of Alfa Romeo.
The management’s statement emphasizes a strategy aimed at increasing brand desirability and customer loyalty, not just quantitative growth. However, it is obvious that to achieve true competitiveness, Alfa Romeo needs not only to maintain its European positions thanks to the Junior but also to find a way to restore its presence in such critically important but problematic markets as the USA. The brand’s future will depend on its ability to effectively renew the entire lineup and offer products that can win a global audience without losing its Italian identity.
