“Everybody deserves the beauty of an Alfa Romeo” Yes, we’ve heard it all before, but this revival plan has both big bucks and inspired leadership behind it, finds Rachel Burgess he first car I was of investment and strategy, starting driven in, as a baby with the Tonale. Other cars expected “ in 1966, was a Giulia,” include a smaller crossover called the declared Alfa Romeo Brennero and a new GTV, rumoured boss Jean-Philippe to be an electric four-door coupé. The Imparato at the recent unveiling first electric car will arrive in 2024. of the Tonale crossover. His Alfista The Alfa Romeo of the future is father followed that with an Alfetta technology-forward – “we will be in 1972, then a 2.0 GTV and a V6 GTV. in the top quartile for [this] in our If that upbringing wasn’t enough cars,” predicts Imparato – while to qualify Imparato for the job of not forgetting its past. “I will never leading Alfa Romeo into a new era disrespect Alfa Romeo design,” says under Stellantis, his proven track Imparato. “You have to be cautious record at Peugeot certainly is. of the brand. You have to inject Before being appointed Alfa some points of reference in the Romeo boss in January 2021, cars from our fantastic history.” Imparato had run Peugeot for five Tantalisingly, he namechecks the years. It is now the second-biggestSpider ‘Duetto’ and 33 Stradale as selling brand in Europe, with some references for sports cars – projects of the healthiest profit margins in for which are under way – so long the business. It is no surprise, then, as he can prove the business model that Stellantis overlord Carlos first on mainstream cars. Tavares put Imparato in charge of the ailing Italian marque, Imparato sees great which has so much heritage value in continuing and soul yet so much to prove. F1 deal with Sauber One year on, despite low sales volumes, Alfa Romeo is now profitable once again – certainly a greater measure of success in Tavares’s world. The next five years are already locked down in terms
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Peugeot is a very different brand to Alfa Romeo, so what lessons did Imparato learn there that can be applied here? “Stability,” he answers resolutely. “Don’t change the strategy every morning. Spend your time executing instead of changing it. Secondly, protect the value, the pricing power. I think those two points will do the job. It can take 30 years to build a brand and 10 seconds to kill it.” He wants Alfa Romeo to be the global premium brand of Stellantis, “to be known everywhere” but also for everyone. “Everybody deserves the beauty of an Alfa Romeo,” says Imparato. “Not everybody is rich. If you have a reasonable wage, you can buy a piece of beauty. We aren’t elitist; we’re for all.”
Reborn Duetto roadster would be a “dream car” for Imparato; Giulia shows how Alfa can modernise without forgetting heritage 48 AUTOCAR.CO.UK 16 MARCH 2022
T H E C O M E B AC K PLAN IN BRIEF Tonale compact SUV this year Five cars in next five years First electric car in 2024 Electric cars only from 2025 Sports car projects under way
Asia and Europe. We get worldwide coverage,” he explains. “We’re well connected with the Sauber team. It isn’t a power relationship; we’re a tribe. We will make an assessment every year. With the new regulations and with [multiple race winner] Valtteri [Bottas joining], we have ambitions. If we’re up on last year, the job is done and we invest again.” It helps that Imparato is an F1 fan: he plans to be at seven races this season, including Barcelona, Bahrain and Texas, and each grand prix will be closely aligned to Tonale launches in the respective markets. “There’s a high level of connection between the seasons and the business side,” he explains. Imparato is also a perfectionist, which is why he delayed the launch
