The “daring new chapter” here is Alfa Romeo’s 2023–24 Milano launch and the broader product and electrification reset—not every campaign in which the brand has used similar promotional language. The plan sounded bold: bring Alfa Romeo back to Europe’s B-segment, offer a fully electric model, and reach a zero-emission range by 2027. By the company’s own later account, though, the strategy is now more measured and multi-energy. That makes “massive disappointment” a defensible opinion about the retreat from the original ambition, but not a proven verdict on sales or customer response.
What Alfa Romeo promised with the Milano
In its 2023 announcement, Alfa Romeo presented the Milano as its return to the European B-segment and as a new gateway to the brand. The planned Sport Urban Vehicle would be available as a fully electric model. Then-CEO Jean-Philippe Imparato said: “With the arrival of Milano in 2024, Alfa Romeo completes a line-up capable of meeting the desires of all our enthusiasts and much more.” Alfa Romeo’s 2023 Milano announcement
The announcement also set out an “From 0 to 0” roadmap: from zero electrified models in 2021 to a zero-emission range in 2027. Its stated sequence included the Tonale hybrid and plug-in hybrid in 2022, the 33 Stradale in 2023, the Milano in 2024, and an exclusively electric first vehicle in 2025. This was a target announced in 2023, not evidence that the planned milestones were all achieved.
Why the strategy can feel like a letdown
The electrification promise has become less absolute
In a May 26, 2026 statement, Stellantis described a future C-SUV on the STLA Medium platform with multi-energy powertrains. It also outlined a C-segment hatchback, a limited-run project under BOTTEGAFUORISERIE, and continued study of D-segment successors. Further details on those D-segment models were still to come. That is a broader, more flexible product plan than a straightforward march toward an all-electric range by 2027—and several of its vehicles remain plans rather than models on sale. Stellantis’s May 2026 statement
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The shift is not automatically a mistake: offering different powertrains can respond to varied customer needs and market conditions. But it changes the meaning of the original pledge. A reader who took the 2023 roadmap as a firm commitment to an all-electric lineup by 2027 has reason to see the newer multi-energy language and open-ended product timetable as a retreat from that ambition.
Core models are staying longer while successors remain unclear
Stellantis said Giulia and Stelvio would remain in production until 2027, including Quadrifoglio versions. Its spokesperson described that decision as “a pragmatic approach that consistently balances future transition, customer expectations, and the brand’s heritage.” The statement does not give a production end date beyond 2027 or specify the successors’ launch timing. That leaves a gap between a brand promising renewal and customers knowing what will replace two established models.
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The same statement calls the Junior a volume driver, the Tonale a key global model, and the 33 Stradale a halo car. Those roles matter: a rare, high-profile car can express a brand’s character, but it cannot by itself refresh the mass-market range. Alfa Romeo says the Tonale has passed 100,000 units produced; that company-reported production total is not a sales figure. Stellantis’s May 2026 statement
What the sales figures do—and do not—show
Alfa Romeo/Stellantis reported more than 73,000 vehicles sold worldwide in 2025, up 20.1% from 2024, in a March 2026 performance report. It also reported more than 60,000 Junior orders across 41 markets since launch, with 17% of those orders for BEV versions. Orders are not the same as delivered sales, and none of these figures establishes profitability, success against the company’s own targets, or lasting brand strength. The company said more than 80% of its 2025 sales were concentrated in Europe. Alfa Romeo’s report on 2025 performance
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Those numbers complicate a claim that the chapter has been a commercial failure: the company is reporting growth and substantial interest in the Junior. But they do not settle whether Alfa Romeo delivered the product and electrification reset it promised. A convincing judgment on that would need comparable evidence on targets, market share, financial performance, reliability, or customer satisfaction; the reported sales and order figures alone cannot supply it.
The 33 Stradale is a halo, not a verdict on the range
Alfa Romeo says the 33 Stradale run is limited to 33 cars and sold out. That supports the picture of an exclusive halo car, but says little about whether the brand’s volume models can sustain a broader renewal. The company’s own 2026 description makes the distinction explicit: the Stradale is the halo, while Junior and Tonale carry the lineup’s volume and global-model roles. Alfa Romeo’s official 33 Stradale premiere page
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So, was the “daring new chapter” a disappointment?
As an opinion about the distance between promise and current direction, yes: the 2023 roadmap was unusually ambitious, while the 2026 corporate account is more flexible, keeps Giulia and Stelvio in production through 2027, and leaves important future-model details unresolved. The disappointment is clearest in the reduced certainty of the electrification and replacement timetable—not in a demonstrated collapse of sales.
As a claim that Alfa Romeo has failed commercially, the evidence here is insufficient. The reported 2025 growth and Junior orders point the other way, although they cannot prove the strategy is profitable or durable. The fairest verdict is narrower: Alfa Romeo has not yet shown, in the company’s own later plan, how the bold 2023 promise will translate into a timely, clearly defined new range.
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Is Alfa Romeo going electric?
Alfa Romeo announced a plan in 2023 to reach a zero-emission range by 2027, but Stellantis’s May 2026 statement describes at least some future products as multi-energy and leaves other successors under study. The available company statements therefore do not establish that the 2027 all-zero-emissions target will be met. They do establish that electrification remains part of the story, alongside other powertrains.
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