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Alfa Romeo prioritizing vehicle quality and customer satisfaction

Stellantis honcho Carlos Tavares has proved himself adroit at the turnaround. GM had lost money on its European Opel/Vauxhall unit for two decades before Tavares took the helm at Peugeot-Citroen (PSA) and bought GM's European arm. Tavares restored Opel/Vauxhall to profit in a year. Within 18 months of PSA's "merger" with Fiat-Chrysler being official, we're no longer hearing doomsday stories from some of the perpetually troubled marques under the new umbrella. All of the Italians — Alfa Romeo, Abarth, Fiat, Lancia, Maserati — say they're doing well, Alfa Romeo back in the black and planning a range that will be more accessible and more fun to own. Having established Tavares' mastery of the basics, we've yet to find out if he knows how to transform a brand, which is what all of the Italian automakers need. At Alfa Romeo, the North American heads told Automotive News that they're still establishing the foundations of a revolution. In doing so, the brand sounds more like the kind of premium automaker it's been aspiring to be since its return in 2008.  Vincent Noirbent, VP of Brand and Product Planning for Alfa Romeo on this continent, said the automaker's working a 10-year plan to place itself as Stellantis' global premium brand below Maserati's all-out luxury. We don't know how that's going to work with Lancia in Europe, but we don't get Lancia, so that potential clash is out of our jurisdiction. Autonews phrased Noirbent's message as, "Customer satisfaction and vehicle quality are arguably 'more important' to the brand than sales as it works to build momentum in the U.S." He also said it's more important to build a "sound business" built around the strengths of the brand and that doesn't rely on incentives. A Miami dealer described comments from Alfa Romeo North America boss Larry Dominque as wanting to "make the cars right first, make the [ownership] experience better, and build the value of the brand so somebody will pay an extra $100 a month." In an interview from Pebble Beach, Dominique said a luxury service experience and experiential marketing will also be involved. This will include "concierge services, pick-up and drop-off service for test drives," and when visiting a dealer, "it's the kind of thing where not only could you come in to see beautiful cars, but also do Italian cooking lessons and wine tastings." All the work will take time.

Alfa Romeo 33 Stradale is a fast Alfa, developed fast

Alfa Romeo's 33 Stradale is a gorgeous supercar to simultaneously cap off the internal combustion era of the brand and kick off the electric era. But we did have some questions about it after the reveal, which we brought to Larry Dominique, the senior vice president of Alfa Romeo North America. And he was kind enough to answer a good number of them, revealing some interesting information. One of the first things we wanted to know about was the decision to make such a pivotal car such a clear tribute to the famed Tipo 33 race car from many decades ago. We certainly weren't complaining, but we could easily have seen Alfa doing something more modern or more original. Dominique said that part of the reason was to help with awareness of Alfa and its history, as awareness in general is something the brand still struggles with. So connecting the car with famous motorsports machines could help people understand more of what Alfa is and was. Of course, the Tipo 33 was also a gorgeous car to start with, and as this is among the last gas-powered Alfas, a tribute makes sense. The 33 Stradale's specs also looked shockingly similar to that of the Maserati MC20 supercar, and considering the mid-engine layout, we were expecting that under the curvy exterior, the Alfa would basically be that Maserati. Dominique told us that's not quite the case. Parts of the frame are borrowed from the Maserati, but apparently the engine is a version of the twin-turbo V6 from the Alfa Romeo Quadrifoglio models, not Maserati's Nettuno V6. Apparently some aspects of the active suspension are also taken from the Giulia Quadrifoglio GTA, though neither Dominique nor Alfa's PR representative present had the detailed specifics at the time of the interview. We also learned a few more details about the electric powertrain. The battery pack comes in around 100-kWh in capacity, and it has an 800-volt architecture to support high-speed charging from 350-kW chargers. Beyond that, though, Dominique didn't have anything else to talk about for the electric 33. The 33 Stradale will be fast with 60 mph times under 3 seconds, but it's fast in another way. Dominique told us that this project got under way toward the end of summer and beginning of fall just last year. With final development coming over the next several months, that's a quick turnaround to getting a production car. One thing Dominique wouldn't tell us is how expensive the 33 Stradale is.

The Alfa Romeo Giulia starts at $38,990, or $73,595 for the Quadrifoglio

Although the 4C has been on sale for more than a year, Alfa Romeo's US comeback tour really starts with the all-new Giulia. The car goes on sale this month and is expected to compete head to head with sport sedan competition from Germany, England, Japan, and America. The automaker released details on Giulia trims and pricing, and it appears to be right in the mix with the competition. The new Alfa Romeo Giulia starts at $38,990 with destination. While that's on the high side of its class, it's still right in the mix. All of the competition falls between the $34,445 BMW 3-Series and the $40,425 Mercedes-Benz C300. Where the Giulia really shines at this price point is performance, with a 2.0-liter turbocharged inline-four engine that generates 280 horsepower and 306 pound-feet of torque. Alfa claims a 5.1 second 0-60 mph time for the base model, which trounces the competition. The big bad Alfa Romeo Giulia Quadrifoglio starts at $73,595 with destination. That's quite a bit more than the BMW M3 and Cadillac ATS-V, but it's right on par with the Mercedes-AMG C63 S Sedan. The four-leaf clover has a 2.9-liter biturbo V6 that turns out 505 horsepower and 443 lb-ft of torque. That's good for a 3.8 second 0-60 mph and a record-setting 7:32 Nurburgring lap time, if you care about such things. The standard Giulia and Giulia Ti ($40,990) are available with FCA's Q4 all-wheel-drive system for an extra $2,000. The Giulia Ti is available with Ti Lusso and Ti Sport packages for $2,250 each. Think of the Ti Sport as the Quadrifoglio light and the Ti Lusso as the comfortable and relaxed model. All versions of the Giulia come equipped with an 8-speed automatic, and Alfa Romeo currently has no plans to offer a stick shift in the US. The Giulia Quadrifoglio goes on sale this month, with the rest of the lineup hitting showrooms next month. If shoppers can look through the vast competition for what on paper is the sportiest of small sport sedans on the market, Alfa may be here to stay. Related Video: