Even The Discontinued Camaro Outsold The Alfa Romeo Giulia In Q3

So far this year, from January through September, Stellantis‘ sales have dropped by about 17 percent compared to the same period in 2023. Alfa Romeo has been a partial contributor to this decline, with its sales plunging 29 percent in the third quarter alone. To put things into perspective, even Chevrolet’s long-discontinued Camaro managed to outsell the Alfa Romeo Giulia by 16 units in the third quarter of 2024.

On top of that, Chevrolet has managed to sell 5,750 Camaros this year. Sure, it’s down 76.7 percent over last year, but it should be, as the Camaro has been out of production since the last one rolled off GM’s Lansing Grand River Assembly Plant in Michigan in January 2024, meaning these sales are just leftover inventory.

Meanwhile, Alfa Romeo, with three vehicles, the Tonale, Stelvio, and Giulia, all in full production, has sold just 6,826 units combined in the first 9 months of the year.

More: Fiat Still Can’t Sell The 500e, Extends EV’s Production Halt

That’s bad news for a brand that is supposed to be one of the most special ones under the Stellantis umbrella. By this point last year, it had sold 10 percent more cars and that was without full-scale production of the Tonale. Why are sales so poor considering that the Giulia is one of the best-driving cars in its market? Well, marketing might have a role to play there.

AutoNews pointed out last month that Stellantis spends $124 million on marketing for RAM and another $32 million for Dodge. How much does it allocate for Alfa Romeo? Just $3 million. Only Fiat with its troublesome 500E gets less marketing money ($2 million). It also doesn’t help that the Giulia and Stelvio haven’t had a meaningful update in years – unless you count the minor facelift as such. Yes, a new is coming, but clearly not soon enough for buyers to keep lining up at dealerships.

Alfa Romeo US Sales

All of this comes in the context of a broader sales slump for Stellantis. Even its most prized brand, Jeep, was down six percent in the third quarter and down eight percent for the year. So far in 2024, Ram is down 24 percent, Chrysler has dropped 21 percent, and Dodge is also down 24 percent.

Interestingly, Fiat has seen an increase, but only because it sold a paltry 426 vehicles by this time last year, compared to 786 this year. That sort of “success” is unlikely to be enough to secure Carlos Tavares’ position for much longer.