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Discussion Starter · #1 ·
Alfa Romeo has just released the Giulia Speciale in Canada. Only 15 cars will be made, all in Verde Montreal, which was normally QV only.

Giulia Veloce Q4 + Verde Montreal + Yellow Brembos + Active Suspension + Staggered Dark 5-Holes + Carbon bits + Black leather w/ Red stitching

71,999 CAD

Stellantis: Alfa Romeo Introduces New Limited-edition 2022 Giulia Speciale | Stellantis Blog

Per our boy Ron:
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Discussion Starter · #4 ·
15? Cleaning out the parts bins?
I mean, would they really sell many more? Lol.

I think it just does its job of getting people to talk during news coverage of the Canadian GP and then maybe buy a normal Giulia.
 

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Discussion Starter · #15 ·
From my OEM experience (over 35 yrs) in engineering + marketing, there is much more profit to be made from adding desirable customer features that drive vehicle sales than the inverse - reducing corporate parts complexity. As I've said, I favor opening up the options on Giulia/Stelvio to encompass all the choices offered through the years, as customer orderable cars. I'd only delete those choices which few wanted historically. Even all exterior colors should be offered and done in batches; that may lengthen build dates, but it would give buyers what they want (and keep the assembly plant open and dealers happy as they move more units).
The problem is the popularity of choices is based on dealer orders. Black, white, silver, black interior and lame options combinations. That will not give you the outcome you are looking for. Active Suspension disappeared due to high cost and low volume.

You can't offer an open ended options book, order those parts for inventory, and then only have a couple of orders. Offering a Porsche Exclusive Manufaktur program would be great for us, but the high costs would only hurt the bottom line of Alfa in the US. Would that double or triple US sales?

Alfa is not losing sales to BMW/Audi/MB due to a lack of colors.
 

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Discussion Starter · #20 ·
I'm suggesting customer orders, not those that dealers place to build their inventories. These would come through the dealers, of course, but have a name associated with them and a deposit down on each one. I think Porsche has proved a manufacturer CAN have an almost unlimited options process, but that's not what I'm thinking. I only want those options that already exist (are tooled up) on Giulia/Stelvios to become more readily available. I don't think it would double or triple Alfa sales, but sales would improve if the word got out that you could build exactly what you want, not the paucity of choices offered today. And I never said Alfa was losing sales because of a lack of colors, although that could be the case for certain colors.
I know you want customer orders, but the options catalogue is based on what sells in volume. They can’t stock expensive parts for 3 cars a year. So, it is still heavily based on dealer orders, which are bland.

If your idea doesn’t double sales, what was the point? 18k to 36k could be worth talking about. 18k to 19k could be a waste of money.

Your argument is that sales are being lost due to a lack of options. The major option losses people cry about are colors (in/out). Again, I don’t think people are cross shopping the 3 series and buying it bc it has more color options. There’s more to fix before customizable options.
 

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Discussion Starter · #21 ·
Alfa lost a sale from me due to the limited interior colour options now available. I was fired up to buy a new Veloce but instead bought a lightly used 2020 so I could get the tan interior. Here in Australia at least our colour options are now extremely limited, which I suspect is putting some prospective customers off.
See, this distorts the problem. Your problem was color and we can all agree limitations exist. However, you already liked the car, so much so, that you were willing to risk your ownership experience with a used car.

You’re already an Alfista, and no we don’t want to lose you, but again the problem is converting new customers from the competition.

Alfa doesn’t lose comparison articles due to a lack of color choices. They lose due to reliability fears, small interior space, poor dealer access or some other item that BMW does better (actual or perceived).
 
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Discussion Starter · #27 · (Edited)
No, the cancellation of options, in this case, appears to be because of a perceived cost savings initiative, though the only folks who really know work for Alfa. You're guessing at the possible sales effect, but what would it hurt to give it a try since the tooling already exists? What makes no sense to me is a wholesale cutting back on customer choices. It's a move suggesting you're going out of business.
Look at cars like the Corvette C8, where they've followed the Porsche example and offer many more options and combinations than on the C7.You can do that with enthusiast cars and Alfas also fit that description.
Since they are unable to increase sales, they need to increase their margins. That is either done by raising ASP or lowing costs. Simplifying the ordering process allows them to better control costs, which we have seen, has increased profits.

"We started by making the brand profitable. By the end of the first half of 2021, Alfa Romeo was already proudly making a positive contribution to the Stellantis balance sheet. This target was achieved through efficient management of pricing power and cost efficiency, a first milestone on the way to building for the future in a credible way" (Imparato).

I am not against an array of exciting colors, but I understand their reasoning. If I had a Verde Montreal exterior, I would want a tan interior.

Corvette's are sold out and sell for a huge profit. They have a built in customer base since the 60s. My Father has owned 3 in his life, currently a '10 Grand Sport 6MT. He's been to the factory numerous times, attends racing events and is active in their community. It's a different animal compared to Alfa in terms of sales/volume/size of customer base.

No one on this forum discounts the importance of vehicle reliability perception or poor dealer access to Alfa, but it's almost like the company is giving up on the market. When times are tough and/or you're converting to an entirely different powertrain technology and can't afford to do that and keep upgrading current product you need to do something to keep sales alive. OBTW, Giulia/Stelvio interior space is consistent with the competitive set.
Alfa USA is not spending $ on the STLA-EV project. That is Stellantis with some inputs from Alfa Italy. Alfa USA, in the current climate + their lackluster past decade, need to retreat, regroup, increase margins and better explain to JP and Tavares why they should still be here. They can't just go for broke and offer everything a few enthusiasts want and then go bankrupt. The masses want black interior with black, white or silver exterior. That is why dealers order it...it sells, quickly (relative to AR's average days on the lot).
You're positioning this as an either/or. Either customers are staying away because of limited colour/trim options OR they're staying away because of perceived reliability, dealer network, less interior space. However I think ALL those things are true - it doesn't have to be an either/or.

Though I guess the real question is whether the savings from reduced complexity are worth the sales they lose as a result (or vice versa: would the cost and complexity of increased choice be worth the marginal sales uptick). I do think that a marque which is predicated on being characterful and unique does not particularly benefit from a restrictive set of choices - especially when some of the historic options (eg a tan leather interior) are really classic Alfa options.

In my case, I'm buying the car as an indulgence, and to my eyes it's just much more beautiful and characterful in options other than the anonymous black leather interior. No point shelling out for an indulgence which you're always wistfully going to look at and think 'if only'. That sort of emotive decision making is exactly what Alfa positions itself as catering to, so when the beancounters really strip choice down to a minimum then they're placing jarring reality checks in the way of that emotional connection - which is not smart IMHO.
They are not really losing sales (besides a lack of production/2022 stuff). They sell basically the same number of cars each year (see below).

Dealers order bland combinations. Most sales are not custom orders. What they are doing is reducing costs, simplifying the manufacturing process AND, most importantly, increasing the buyer's chance that a car is actually available on the lot to be purchased. Too much customization means it is nearly impossible to find the features you want. When you can't find it easily, and BMW has it on their lot down the road...you buy the BMW.

As of March 2022: Alfa Romeo Sales Figures – US Market
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Discussion Starter · #35 ·
I am looking forward to 2022 sales figures. Are they drastically lower due to the reduction in options or are they on par, as always (with an expectation of 2022 pandemic sales issues).
 

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Discussion Starter · #38 ·
I don't get it. They release so many different editions of the 2.0 but all the same power. Why not offer a tune and release something with 300+ HP. Wouldn't cost them much money at all, and they could charge way more for it 🤦🏻‍♂️

This isn't 90s Japan where every car was capped at 276
As you can see from the aftermarket, it’s just about impossible to tune for more. They would need a new turbo, which would kill MPG, and perhaps not even fit. Plus it is “best in class” 0-60, so there’s no need from a magazine racing standpoint. Again, the car doesn’t lose due to performance or driving characteristics (besides maybe blind spots lol).
 
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Discussion Starter · #43 ·
Would probably have got one of those rather than the red Estrema I have just ordered (if it was available in the UK). Primarily for the colour and the yellow calipers

It's a bit of a mix - Veloce seats, otherwise Estrema interior - (would've also preferred the Veloce seats to the Alcantara). Estrema wheels. Only additional carbon is sills

Ron didn't mention the roof - looks like a panoramic sunroof.

Seems to be a modified Estrema more than a modified Veloce (as has the active suspension of the former)
Estrema is a modified Veloce also.
 

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Discussion Starter · #44 ·
I wonder if Alfa will drop in the hybrid power train from the grecale which puts out 325hp. That would be nice. Probably will fit in the stelvio but maybe not the giulia. No idea if possible.
Possibly. I’d like to see if it’s quicker with AWD as the Ghibli Hybrid (RWD only) is slower than the 2.0L Giulia Q4. Also it gets worse gas mileage than the diesel it replaced, so it’s not winning there either. Sort of an odd duck overall.
 
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