No longer just electric: Alfa Romeo changes its plans in the US

Stellantis managers in the US have more freedom of action now, here's what they want to do to win America back

By: Eleonora Lilli

Feb 3, 2025 at 4:21am ET

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To boost sales in the US, Alfa Romeo will offer a wide range of powertrains. The plan to go all-electric by 2027 has been dropped and, as Automotive News Europe reports, this is the most important step in the Biscione's product and technology roadmap for the North American market, says Chris Feuell, head of Alfa Romeo in North America.

As we know, Stellantis is in the midst of a relaunch in this important market after a particularly difficult 2024. Here are the latest statements.

Stellantis also with petrol

Previously Alfa Romeo had stated that the plug-in Tonale would be the last petrol version, but now Feuell, who took over the brand in December, told Automotive News at the NADA show in Las Vegas that the petrol version of the Tonale is starting to arrive at dealerships and will be launched with a lease offer of around $399 per month (about £320 at today's exchange rate).

Feuell reiterated that the first priority is to "get sales back on track". Alfa Romeo deliveries in the USA have fallen for four consecutive years. The year 2024 ended with -19% and the sales network has shrunk from 150 to 110 dealers. Now, however, with the new leadership of Jean-Philippe Imparato, there is confidence in the future.

Stellantis dealers should prepare for the 'most epic comeback in automotive history', said the company's US sales manager Jeff Kommor at the NADA Show.

Alfa Romeo Tonale, the version for the USA

2025 will be the breakthrough year

"Keep an eye on us throughout the year," Kommor told Automotive News. "You'll see incremental improvements, you'll see momentum and sales gains. The dealers have had our backs and we have had theirs. I feel we are beginning to regain their confidence and optimism.

To improve, Kommor added, Stellantis is exploring opportunities for new powertrains and returning to segments it has abandoned. At the same time, the group is working to improve quality and will invest more in marketing initiatives.

Michael Bettenhausen, president of the Stellantis National Dealer Council, said he was confident that Stellantis president John Elkann had given the North American management team "all the tools they need because this is the team that can definitely get us back to double-digit market share in the future". According to Automotive News Research & Data Center, Stellantis ended 2024 with 8.1 per cent of the US market, down from 9.7 per cent the previous year.

More freedom for new executives in the US

The fact that there is a lot of optimism in the USA is also shown by an interview conducted by Motor1 US with executives from Chrysler, Dodge, Jeep and Ram at the Detroit Auto Show last week. The Stellantis team was out in force at the show, they were all there: Christine Feuell, CEO of Chrysler and Alfa Romeo; Matt McAlear, CEO of Dodge; Bob Broderdorf, head of Jeep in North America; and Tim Kuniskis, CEO of Ram.

"The leadership that [Stellantis President John Elkann and Chief Operating Officer Antonio Filosa] have shown to all of us and the trust and opportunity they have given us to make changes is incredible," said Broderdorf.

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With Tavares gone, for example, Ram CEO Kuniskis is reconsidering an update to the Ram 1500 and a possible return of the Hemi.

Chris Feuell admitted that now that she has more freedom, she plans to position Chrysler uniquely within the Stellantis hierarchy of North American brands. Soon the Pacifica will be updated and the brand will take advantage of Stellantis' multi-energy platforms to broaden its offering, including powertrains. As Kommor said, it will be interesting to keep an eye on Stellantis in the US.