The luxury brand's comeback strategy is now in full swing.
Alfa Romeo is continuing its US market comeback strategy with not only a plan to become an electric-only brand later this decade but also a major focus on quality and excellent customer service. Per Automotive News, the legendary Italian brand is making the necessary preparations and implementing changes to ensure future customers receive the luxury experience, during and after the purchase.
Vincent Noirbent, Alfa's North American vice president of product planning and transformation, has made it clear that customer satisfaction and vehicle quality are "more important" than outright sales numbers.
"Internally, we have our processes," Noirbent said. "We work closely with our network, the factory, so we know where we're going, we know where we're headed, we see our [key performance indicators] increasing. Now you get that sort of reward."
Alfa's early efforts are already paying off. Last month, it topped the J.D. Power Sales Satisfaction Index when it moved up an impressive nine places. That 25-point improvement was the highest figure amongst all premium brands.
Noirbent and his team are very much aware of this and they're not taking anything for granted; the work is only beginning. "I mean, that was like the greatest reward you can have as a team," he acknowledged. "Now, when you're No. 1, there's only one way [to go], so it is never-ending. We need to make sure that next year we repeat that. We need to make sure that we perfect our processes."
This new strategy will continue to be implemented with the upcoming 2023 Tonale plug-in hybrid crossover, which just so happens to be Alfa's first-ever electrified model. Assuming there are no issues, it'll go on sale in the second quarter of next year. Opting to ditch the purely gasoline-powered Tonale model may, at first, come across as unusual by some industry analysts, but Alfa is sticking to its guns.
"The market has moved quite dramatically also, for the past few months," Noirbent added. "It looks like the moment is ripe for us to say, 'Let's go for that.'" Alfa is so confident of the Tonale plug-in's success that it has no plans to offer any discounts and/or incentives.
This comes back to the brand's decision not to focus on a "volume-driven strategy" but rather on doing "sound business." Vehicle quality and customer service are Alfa's future.