Alfa Romeo CEO: “The Quadrifoglio can be both electric and ICE”

Santo Ficili, leading Alfa Romeo, outlined changes in the brand’s strategy reflecting the new realities of the automotive industry. Previously, it was planned that the new generation of Giulia and Stelvio models would be exclusively electric. However, in the face of uncertainty caused by trade barriers and a slowdown in the transition to electric vehicles, the company is stepping back — or rather, moving towards flexibility.

«There will be plug-in hybrids (PHEV), hybrids (HEV), and electric vehicles (BEV)», says Ficili, emphasizing that the future of Alfa Romeo will not be strictly electric. This open position is especially important for fans of the Quadrifoglio — a version that has become a symbol of the brand’s spirit. «My dream is to preserve the Quadrifoglio. We can’t forget about it. The Quadrifoglio can be an electric vehicle, why not? But it can also remain with an ICE». The phrase sounds like a manifesto: emotional, bold, and inherently Italian. Long live the V6 — at least for now.

The brand’s electric transformation will still begin — with a new Stelvio appearing by the end of the year, followed by the Giulia in 2026. They will start with basic versions and then connect the Quadrifoglio. These models will feature an 800-volt architecture — like the Porsche Taycan and Maserati GranTurismo Folgore — ensuring fast charging and increasing range. Both rear-wheel and all-wheel drive configurations are envisaged.

Interestingly, at the last moment, engineers are revising the design of the front end of future cars to ensure efficient cooling of gasoline engines. This indicates that Alfa is not closing the door on ICE. «The design should match other models we plan to release», specifies Ficili.

What distinguishes Alfa Romeo within the large Stellantis group?

The answer is simple and almost poetic: «The Alfa Romeo brand is Italy, it is red (rosso in Italian), and it is sport. Italy. Red. Sport. We need to find the right balance between these three elements. I want the product to be created purely in the spirit of Alfa Romeo». This vision returns to the company’s roots, and its implementation begins with design.

«When you look at a car, you should immediately understand that it is an Alfa. And the driver should feel total control. Therefore, I can’t imagine tons of distracting elements around», he says.

The emphasis is not only on the visual image but also on handling. «We need the right balance between suspension, steering, damping, exhaust, and engines to achieve perfect handling». This approach is reminiscent of the brand’s philosophy during the times of the 75 and 156 models, when driving pleasure came first.

But one thing remains unchanged: sales remain at the same level

Alfa Romeo bet on the Tonale and Junior crossovers, which were expected to attract a broader audience. However, despite the market’s overall trend towards SUVs, the results are not yet impressive. Sales in Europe in 2024 amounted to just over 50,000 cars — roughly the same level as in 2018, when the MiTo and Giulietta were effectively phased out.

«We need to retain customers who are in love with Alfa — and there are many, thanks to our legacy, racing, fame, and the cars we have created in the past», Ficili responds to the question of why sales are not increasing. The question remains open: if such customers really exist, why are they not buying the brand’s cars?

He has a partial answer for this: Junior, in his opinion, will become a bridge between young buyers and longtime brand fans. He emphasizes that the model shows promising initial results. However, Tonale, which started confidently, lost momentum and will undergo a notable restyling by the end of the year.

The updated Tonale, along with the new Giulia and Stelvio, are expected to breathe new life into a lineup that many believe has long needed refreshment. However, as Ficili emphasizes, Alfa does not intend to become a mass-market brand. «We are not BMW». The comparison is sharp but fair: in 2024, BMW sold over two million cars, whereas Alfa sold twenty times fewer. But the goals of the brand are different. Alfa is a niche player within the Stellantis group, and its mission is to create unique cars without blending into the general lineup.

Keeping interest in the brand should also involve special models. After completing the production of the 33 Stradale coupe, released in a limited series, other exclusive projects are planned.

«If we can find synergy with Maserati, we can definitely create such cars. We had 8C, 6C, 4C. It’s easy. Why? Because I can look into Alfa Romeo’s past», he says.

Nevertheless, the price of the 33 Stradale — about £1.7 million — makes it unattainable for most. Therefore, the future of Alfa must include not only flagship models but also affordable yet distinctive models. Ficili promises that the design of the 33 Stradale will influence the look of new cars.

«We can use elements of this design in new models», he adds.

In the past, Alfa Romeo produced many emotional and relatively affordable cars — from coupes to roadsters. From the 1950s to the 2000s, these included models like the Spider, GTV, and Brera. Currently, these segments remain out of focus.

«There is an opportunity to work with compact segments: coupes, convertibles. But now it’s not a priority because we need models that will provide volume and support the brand».

The market is too unstable to afford the luxury of going for broke. According to Ficili, the next two years will be decisive. And beyond that — we’ll see.