No car without a customer – Alfa Romeo is rethinking and bringing the Tonale in March

The Italian car manufacturer Alfa Romeo is changing its strategy. The company, which belongs to the Stellantis Group with brands such as Fiat, Peugeot and Opel, wants to sail back on the road to success after years of crisis by reducing costs. A business model is planned that is based on “tailor-made” production according to customer demand.

In line with the strategy of the parent company, which plans synergies in the order of five billion euros, Alfa Romeo aims to launch a new model every year through 2026 with the brands Alfa Romeo, DS and Lancia. The Tonale SUV will be produced from next March and will be launched in Italy in June 2022, said Alfa Romeo CEO Jean-Philippe Imparato.

“No cars without customers”
“At least 80 percent of our vehicles should be produced to order: We will only manufacture the cars when we have the end customer. At the beginning of 2021 we were at 38 percent with this system, and in 2023 we will increase to 80 percent. This will allow us and the dealers to better control costs and avoid waste. We are not allowed to produce cars for which there are no customers. No car should be left in the parking lot for more than 90 days, ”explained Imparato.

The challenge is to “control the production very precisely”, which will have no impact on the factories. “It’s normal to produce cars when you have customers. One can decide based on the geographic destination, for example by first producing cars that go to the US and Japan, which have longer logistics times. Life in the factories doesn’t change, but there is more control over production and logistics, ”says Imparato.

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