Alfa Romeo is trying to regain its former glory, and the Tonale was supposed to be the crossover that would change the situation. However, now in Europe, the new Junior has become the leader, while the Tonale is losing ground.
Overall, brand sales increased by 20% in the first quarter compared to 2024. Although the Tonale recently reached the 100 thousand car mark, its contribution to this success is minimal.
In fact, only 5 thousand Tonales were manufactured in the first quarter of 2025. For comparison, in 2024, 82 thousand cars were produced versus 36 thousand in 2023, which promised optimistic prospects.
Why did the Tonale suddenly lose popularity after its recent success? There are several reasons for this. Alfa Romeo is currently preparing a serious update for its crossover.
A restyling is being prepared
The Tonale, introduced in 2022, will receive another update at the end of 2025. This was stated by the Director of Alfa Romeo France, Alain Descata.
“We need to revitalize the Tonale, as it is a key model in the lineup,” he said. “Previously, we focused on PHEV versions, but now their popularity is declining due to tax changes. Our goal is to strengthen the brand and not rely solely on the success of the Junior.”
Junior becomes the leader
It turns out that sometimes a younger model can overshadow an older one. In the case of Alfa Romeo, the Junior is outselling the Tonale.
The Tonale was supposed to be the flagship of the brand’s revival. It combines classic Alfa Romeo design with modern technology – slim LED headlights, advanced safety systems, and multimedia.
Moreover, it is a crossover – the most popular type of car on the market. Although it is not intended for serious off-roading, buyers perceive it as an SUV.
However, in the first quarter of 2025, Tonale sales dropped sharply, while the new Junior electric car shows the opposite dynamic. In Italy, it accounts for 51% of the brand’s sales, in France – 68%, in Germany – 59%, and in Spain – 64%.
What about North America?
The Junior may prove too small for the American market, which prefers larger cars. However, Stellantis is considering the possibility of exporting it, but a decision has not yet been made.
For now, Alfa Romeo hopes that the updated Tonale in 2026 will regain its leadership. Or perhaps the brand will decide to export the successful Junior to the USA, although this is only a hypothetical scenario.