According to Vincent Noirbent, Vice President of Product Planning and Transformation for Alfa in North America, the Italian car manufacturer is not only looking to increase sales in the US, but also plans to phase out all of its combustion-powered models by 2027. As stated in an interview with Auto News, the company's focus goes beyond just boosting sales.
“Internally, we have our processes,” Noirbent said. “We work closely with our network, the factory, so we know where we’re going, we know where we’re headed, we see our [key performance indicators] increasing. Now you get that sort of reward. I mean, that was like the greatest reward you can have as a team. Now, when you’re No. 1, there’s only one way [to go], so it is never-ending. We need to make sure that next year we repeat that. We need to make sure that we perfect our processes.”
Alfa Romeo is determined to solidify its status as the global premium brand of Stellantis, and its efforts are paying off. The company recently earned the top spot on the J.D. Power Sales Satisfaction Index and is planning to introduce the all-new Tonale plug-in hybrid in 2023. These successes demonstrate the company's dedication to improving customer satisfaction and expanding its offerings in the market.
In an interview, Noirbent discussed the upcoming release of the Tonale, noting that the company had initially planned to offer the vehicle in the US with a traditional gasoline engine. However, due to anticipated demand, Alfa Romeo has decided to only sell the plug-in hybrid version in the US. According to Noirbent, the company will not heavily emphasize the electrified powertrain in its marketing efforts, but rather present the Tonale as a "true Alfa Romeo."
According to Greg Travaline, the owner of South Miami Alfa Romeo-Fiat dealership, Alfa Romeo North America's CEO, Larry Dominique, also hopes to enhance the brand's image.
According to Travaline, Dominique's goal is to first improve the quality of the vehicles and the customer experience, in order to increase the value of the brand. As Travaline stated, "We have lagged on sales, but we hope eventually it's going to turn full circle. We've got Tonale coming out. The future of Alfa – hopefully from there, it's going to be bright." The company is hoping that these efforts will lead to customers being willing to pay an extra $100 per month for an Alfa Romeo vehicle.
Source: Automotive News
