Forbes writes an anti-Alfa article every few months, so I'm not surprised.
They sold nearly 24k units in the US last year. That's almost 4x their best year ever in the US market.
It takes time to build brand awareness. I'm starting to see Alfas much more frequently--there is a network effect to branding: as people see them on the road they start to consider them.
I also don't think they overlap with Maserati at all. Maserati is an "old man" car. The 4C, Giulia and Stelvio are youthful and energetic--clean lines and good visibility. The new Maseratis are uninspiring vaults covered in expensive leather with big cushy seats. Like a Buick, but Italian.
The biggest issues as I see them are 1) Lack of models in the US and 2) Weak dealers.
They need a full-size SUV, badly. A full size car and GT would be key too.
If they could shrink the Giulia platform and use it for an A2/2-series type car, that would help too, along with a mini-SUV to go with that.
And cover your ears, but they should have an all-electric version of the Stelvio. Jag and Audi are doing it, and those things are sold out before they even hit the showrooms.
Bottom line is that, when you go into an Audi or BMW dealership, there are at least 4-5 car options to look at. Alfa needs to get there, and fast. Right now they are a one-trick pony.
Speaking of dealers. Ugh. People seem to be having a much better experience with the co-branded Maserati/Ferrari dealers. But the Fiat/Alfa dealers are clearly out of their league. Maybe not all---but this is my experience. Terrible supply of spares doesn't help either--I don't understand how it takes so long to get parts in a US warehouse. Somehow, the experience of Chrysler/Jeep/Dodge hasn't bled through. It's the same company, it should be the same **** supply chain!
Having said all that, I look at where Jag was a few years ago, and they were in much worse shape. Now they are doing quite well. Sales are off a little this year, but that's to be expected. But they need new product in 2020, and they need to do a better job demanding dealers give a luxury experience.
So to me, it's far from the end. Just growing pains. Hopefully the new leadership will fix it. Manley worked miracles when he was in charge of Jeep, so maybe his leadership will help Alfa now as well.
Stacy Faught -- Alfas: 1983 GTV-6 (3.5l), 2018 Giulia Quadrifoglio. Non-Alfas: 1991 Corvette ZR-1 (500+hp Haibeck-built 32v 5.7l)