1 Hour interview -
- Admits brand has struggled, many goals were not reached.
- Focus on:
- #1 thing - deliver premium customer experience - Dealers are 2nd worst in sales satisfaction and worst in customer satisfaction as a premium brand
- Stabilizing the ship
- Network engagement
- Improve quality - Defect rates today out of the plant are 1/3 the rate of 2 years ago
- 2022 model year launches in July, 4 months earlier than normal for Alfa, and in line with competitors. This helps with residuals.
- Complexity reduced by 70% for 2022.
- 140 total dealers, 177 4 years ago. 80% of sales come from 20% of dealers.
- Residual values are a key focus. 80% of Alfas are leased. Goal is to get to industry average of 60-65%.
- Youngest buyer demographic of any premium brand. Income levels on par with competitors.
- Product Updates:
- B Segment SUV not coming to North America
- Focus on CDEF.
- Stelvio and Giulia redesign will come "in time"
- Tonale "in the next year or so" - will offer a PHEV version, implying a non-PHEV will also be offered
- Wants "customer driven solution" not necessarily a Grand Wagoneer Alfa.
- Currently redefining the brand. Must be Alfa Romeo first and foremost.
- New lead designer for Alfa Romeo starting July 1 - wants to focus on core Alfa DNA and simplification in design
- "I don't know where the customers are" - the strategy for growth is still in progress. (Really??)
- Alfa needs to go electric, but the dealer network will hold them back?