Stellantis, the parent company of Alfa Romeo, is currently facing challenges with declining sales across its American brands and the search for a new CEO. However, a closer look at the dealership level reveals a more detailed picture of the situation. For example, Alfa Romeo of Marin, located in Northern California, is one of just three Alfa Romeo dealerships in the Bay Area.
This particular dealership is struggling with limited inventory, as they currently only have six new vehicles in stock. Among these vehicles, only one is a 2024 model, while the rest include two 2022 Giulias, two 2022 Stelvios, one 2023 Giulia, and a single 2024 Tonale. The dealership attributes this limited inventory to constraints in physical space and is aiming to clear out existing stock to make room for newer models.
Despite efforts to sell off existing inventory, the dealership seems to be focusing more on selling supercars based on their used car inventory, which includes high-end vehicles like Lamborghini Huracans, Uruses, and Bentley Continentals. This shift in focus raises questions about the future of Alfa Romeo sales at this dealership and potentially signals a broader trend within the brand.
Further research into Alfa Romeo owner forums reveals a concerning pattern of dealership closures across the country. The largest Alfa dealership in Northern California, Alfa Romeo of Stevens Creek, recently announced that they would no longer be accepting service appointments and have since closed their doors. This closure, along with others like Alfa Romeo of Fort Worth, highlights the challenges that Alfa Romeo owners may face in terms of servicing their vehicles in the future.
As more dealerships continue to shut down, the potential impact on existing Alfa Romeo owners and potential new buyers is significant. The lack of service options and dealership support could deter individuals from investing in the brand, leading to further decline in sales and brand loyalty. It remains to be seen how Alfa Romeo and Stellantis will address these challenges and ensure the sustainability of the brand in the American market.
