Currently reading: Stellantis boss pledges 10-year investment plan for Alfa Romeo
Firm has been given a decade to succeed under leadership of ex-Peugeot boss Jean-Philippe Imparato

Alfa Romeo will be given 10 years of long-term investment and backing to succeed by Stellantis boss Carlos Tavares.

Alfa is one of 14 brands in Stellantis, which was formed earlier this year after the merger between FCA and PSA. Former Peugeot boss Jean-Philippe Imparato has moved across to lead Alfa and Tavares said of the Italian firm: “We will do what needs to be done to be highly profitable with the right technology.”

Speaking at the Financial Times' Future of the Car Summit, Tavares said: “In the past, lots of other car companies were willing to buy Alfa. In the eyes of those buyers, it has a great value. They are right. It has a great value.”

Alfa’s 10-year plan is still to be decided but Tavares said it will inevitably involve electrification but also a continued focus on driving dynamics.

“It will move to the electrification world,” said Tavares, “but doing that in a dynamic way, with a passionate, successful CEO from Peugeot. Imparato is an Italian citizen and is driving the brand with passion and vision for what needs to be done".

On what Alfa needs to improve, Tavares said: “We need to improve the way we talk to potential customers. There is a disconnect with products, history and who we’re talking to. We need to fix the distribution and understand to whom we’re talking and which brand promise we’re talking to them about. It will take some time to get it right.”

Tavares named Alfa as one of three premium brands in Stellantis, alongside Lancia and DS, each with their own challenges around building from scratch or returning to past glories.

“My clear management stance is that we give a chance to each of our brands, under the leadership of a strong CEO, to define their vision, build a roadmap and make sure they use the valuable assets of Stellantis to make their business case fly,” said Tavares.

“We’re giving each a chance, giving each a time window of 10 years and giving funding for 10 years to do a core model strategy. The CEOs need to be clear in brand promise, customers, targets and brand communications.

“If they succeed, great. Each brand is given the chance to do something different and appeal to customers.”


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Mark Tisshaw

Title: Editor

Mark is a journalist with more than a decade of top-level experience in the automotive industry. He first joined Autocar in 2009, having previously worked in local newspapers. He has held several roles at Autocar, including news editor, deputy editor, digital editor and his current position of editor, one he has held since 2017.

From this position he oversees all of Autocar’s content across the print magazine, website, social media, video, and podcast channels, as well as our recent launch, Autocar Business. Mark regularly interviews the very top global executives in the automotive industry, telling their stories and holding them to account, meeting them at shows and events around the world.

Mark is a Car of the Year juror, a prestigious annual award that Autocar is one of the main sponsors of. He has made media appearances on the likes of the BBC, and contributed to titles including What Car?Move Electric and Pistonheads, and has written a column for The Sun.

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maserati1234 6 July 2021

I am so happy the Alfa won.BMW is so lousy they even copied the alfa's rear spoiler and still lossed. I would bever buy a BMW

eseaton 12 May 2021
All good words. But there is no chance on earth I will be buying an elective Alfa.

The idea actually makes me feel ill.

TStag 12 May 2021
Dig deep Stellantis, dig very deep