After years of promise, Alfa Romeo returned to the United States with more than just a halo sports car. The storied Italian brand now has the Giulia sedan and the Stelvio crossover to begin padding its U.S. portfolio.
“I’m not going to sell 4,000 Giulias a month,” he said. “It’s just too early.” He added the sales figures are to be expected from a brand that is just now finding its footing in the U.S. market. Alfa Romeo has sold 2,482 Giulias year-to-date in 2017.
“I’ll be the first one to say it. At Alfa Romeo, we’re really not out to win any sales crowns,” he said. “We’re out to re-establish a legendary brand around the world, and we’re looking at a number of indicators to gauge our success and gauge our progress.”
Indicators such as residual values, lease rates and online search traffic are metrics Bigland is more concerned with at the moment. He went on to say the Giulia is on pace to hold a higher three-year residual value than a 3 Series or a C-Class—an early victory, no doubt.
As for leasing, only 42 percent of Giulias have been leased, which is well below the segment’s average of 69 percent.
The best news, according to Bigland, is Alfa Romeo’s mounting intrigue from consumers.
“Interest in the brand has really exceeded my expectations,” he said. “It’s absolutely phenomenal just how much people are interested in the return of Alfa Romeo to North America.”