For a moment it seems Harald J Wester, Alfa Romeo CEO since 2010, is about to break the habit of a lifetime and reveal that bit too much about his company’s future.
This is not usual. German-born Wester spent the first 14 years of his career as a young mechanical engineer rising rapidly through the ranks of the monolithic Volkswagen Group – where only those expressly authorised are free to speak in public – so he hardly ever utters a word out of place, even in his second language.
We’re discussing Alfa’s much-publicised expansion plan, announced last summer in Milan, to use eight new models and a much-delayed US launch to boost volume from last year’s sub-80,000 units to 400,000 in 2018 – and as an outsider, aware of the firm’s ropey record on expansions, I can’t resist saying it looks a scarily steep mountain to climb.
Wester is as reasonable and softly spoken as any country vicar, but you can tell that after 15 months of justifying the recovery plan, he’s a little fed up with having to rationalise the validity of his task, especially when the interviewer poses the obvious supplementary: if you couldn’t succeed before, how can you succeed now?
“Look,” he says, with an edge of exasperation, “a volume around 400,000 for all those new models won’t even be a particularly big success for Alfa. Some would say it represents too much new product for too little volume. In the second generation, an investor would probably expect sales to go significantly beyond those numbers.”
How big could Alfa become?
For a second, there’s a hint of an open goal: how much Alfa volume might the investor foresee? How about 600,000? In my dreams, I’ll get a positive answer and an exclusive. The prospect of Alfa Romeo volume achieving viability is especially enticing to someone like me who has chronicled the company’s losses and failed recoveries for 40 years. But the glimpse of a farther future goes in a flash. “Our first job is to make a start,” he says with finality.