Alfa Romeo has locked its sights on BMW and will match the German luxury marque on price wherever the two brands meet. That’s according to the CEO Jean-Philippe Imparato, the ex-Peugeot man tasked with turning the underperforming Italian brand around.

Speaking to Autonews Europe, Imparato claimed that Alfa was not interested in chasing volumes just to keep factories running, and would instead focus on maximising profitability by achieving higher transaction prices. He admitted that Alfa had previously pre-registered cars and offered discounts simply to keep its factory running, but was adamant those days are gone.

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The 2023 Alfa Romeo Tonale will go on sale in North America early next year

Imparato confirmed that the new Tonale SUV would be on sale in the U.S. before the end of 2022, and said a continuing presence in America was crucial to the overall success of the brand.

“We have to stay in the U.S.,” he told the website. “To achieve that goal, the next-generation Giulia and Stelvio must fulfill U.S. market expectations for infotainment and electrification.” The U.S. Tonale gets a 256 hp (260 PS) turbocharged 2.0-liter non-hybrid engine and all-wheel drive, a package not offered to European buyers.

An even smaller SUV than the Tonale is coming in 2024

Imparato also lifted the lid a little on what’s coming next for Alfa, claiming that the brand will have a new model launch “or significant product” every year until 2030, having switched exclusively to electric vehicles in 2027. The first of those EVs, a sub-Tonale-sized small SUV, will launch in 2024, but Alfa’s CEO said it will also be available with conventional combustion engines.

Related: Alfa Romeo Considering One-Off And Limited Production Dream Cars For The Future

While the small SUV will be built on an evolution of PSA’s CMP platform currently used by cars like the Peugeot e208, future Giulia, Stelvio and other Alfas will ride on Stellantis’s STLA Large architecture that can be configured for both rear- and all-wheel drive applications. Asked about their replacements, Imparato said, “We have to stay in the U.S. To achieve that goal, the next-generation Giulia and Stelvio must fulfill U.S. market expectations for infotainment and electrification.”

Alfa’s CEO also suggested the brand may re-enter the compact hatchback market with a successor to the Giulietta, though said no final decision had been made.

Note: This story contains a speculative illustration for a future Alfa Romeo Giulietta EV made by Francois Hubert/SB-Medien for CarScoops