Analysts believe Alfa Romeo will face a tough uphill battle as it tries to gain market share in the United States and Europe with the launch of new products like the Giulia compact sedan, Automotive News reports.
The premium compact executive sedan segment is currently dominated by the Mercedes-Benz C class, BMW 3 series and Audi A4, which combined accounted for 80 percent of the segment’s sales in the first half of 2015. It will be hard to get that to change – especially since SUVs and crossovers are currently overtaking interest in sedans.
To put things in perspective, IHS believes Alfa Romeo will only be able to move around 22,000 Giulias worldwide in the model’s first year of sales. Compare that to its predictions for the C-class and the new A4, which sit at 150,000 units and 140,000 units, respectively.
Fiat Chrysler CEO Sergio Marchionne recently proclaimed his Giulia is “better than a German car,” however analysts think otherwise. Christoph Stuermer, an analyst for PwC Autofacts in Frankfurt told AN he thinks the Giulia has “basically nothing the German premium carmakers can’t offer.”