When you hear “Alfa Romeo,” you immediately think of exotic, luxury vehicles. However, I think most Americans are even more likely to think nothing at all. The Italian automaker barely has any sales in the United States, and it’s only getting worse.
In the third quarter of 2026, Alfa Romeo delivered only 569 vehicles to the U.S., a 65% decline from the third quarter of 2025.
However, Alfa Romeo isn’t leaving the United States just yet. At the 2026 Paris Motor Show, Head of Product Daniele Chiari said the brand still has potential to reach American buyers. The unsurprising solution? An SUV. “It might work,” Chiari said.
It won’t be easy, of course. Tariffs, import duties, transportation costs, and other fees will reduce the profit margin and disrupt pricing. But the upcoming SUV, which is part of Stellantis’ Fastlane 2030 plan, will sit between the Tonale and Stelvio in size, come only with an electric powertrain, and compete in the compact luxury class. We still haven’t seen the full reveal. That’s not coming till late 2027.
What we do know? It won’t be boring and bland like most popular electric SUVs in the American market. At least not in theory. Chiari said that it should have plenty of “driving pleasure” elements. But will that be enough? Tough to say when Americans are yearning for China’s cheap electric SUVs, willing to sacrifice quality and performance to save tens of thousands of bucks.
Should you buy an Alfa Romeo?
In 2026, Alfa Romeo only offers three models in the United States. And this is the last year for the Tonale. Is it worth grabbing one before it’s gone?
Alfa Romeo Giulia
In my opinion, the Giulia is worth the purchase. It has a luxurious and sporty exterior, but the interior is not overly stuffed with digital displays and other modern features. If you want a premium cabin, you may choose competitors like BMW and Mercedes-Benz. But then you’d be missing out on a cheaper sedan that’s just as fun to drive. Maybe even more so.
The 280 horsepower turbocharged 2.0-liter four-cylinder engine sounds dramatic, and the drive is just as intoxicating, especially in Dynamic driving mode. This makes the Giulia feel zippy and spirited. It’s also great at cornering and has responsive steering. The blend of dramatic driving and modern interior comforts makes the Giulia worth the $50,000-ish price point. The BMW Series 3 is around that price, but nowhere near as unique. I mean, everyone has a BMW. Even my dad.
Alfa Romeo Stelvio
This one is a bit trickier to determine. It has many of the same pros as the Giulia, such as lively driving and a handsome appearance. However, SUV drivers usually demand a little more. And the Stelvio falls a bit flat.
The Stelvio is probably not the most practical SUV. The fuel economy isn’t anything to really note, the cargo space is limited, and the touchscreen is a bit dated. MotorTrend even noted that competitors in this segment have “superior” passenger room. I think it’d be tough to sell the Stelvio to a family of four over the BMW X3, Audi Q5, or the Volvo XC60.
I mean, if it were me, I’d pick the Stelvio. The focus on driving dynamics makes driving an SUV seem a little less depressing. But I don’t think most would agree and would rather spend $55,000 elsewhere.
Alfa Romeo Tonale
Here’s another SUV that is likely focused on the wrong things. This subcompact luxury SUV has a 268-hp turbocharged 2.0-liter four-cylinder that provides a pretty lively driving experience. It has responsive steering and feels absolutely engaging on windier roads.
But like the Stelvio, the Tonale is probably not the most practical pick in its class. Car and Driver noted: “Overall, the Tonale’s cabin looks upscale, but passenger space isn’t as generous here as in rivals such as the Mini Countryman and the Volvo XC40.”
And again, I’d probably still pick it. It’s the most classy-looking in its segment, and holds on to a bit of unique styling in a pretty dull category. However, I don’t have kids. I don’t have a dog. I don’t commute to work. I’m probably not the target for the subcompact luxury SUV segment. And I assume most people would pick something else.
Hence why Alfa Romeo is having issues. I think the current lineup is not really the best fit for Americans right now. I’m no businessperson or financial advisor, but I’d definitely tell Alfa Romeo to give up on the SUVs. Americans want a trusted brand, a generic model, when it comes to family commuters. They’re not gonna risk putting their children in an Alfa Roma-cha-callit. They are gonna just get a BMW or Volvo.
Take a hint from Porsche. Step away from the SUVs.
