It’s no secret that the Alfa Romeo Tonale has not been a strong seller for Alfa Romeo since it made its appearance a few years ago. The compact CUV was supposed to give Alfa a bridge into the entry-level market and provide some much-needed backup for the aging Giulia and the Stelvio.
However, it has proven to be far from the hit that the company was hoping for and while it’s indeed the best-selling Alfa model in showrooms, it barely beats out its slow-selling teammates. Alfa Romeo knows that this current state of affairs cannot continue and a new report suggests the company is preparing a major revamp to try and inject more sales into the Tonale.
Makeover will attempt to jumpstart Tonale sales
This report is based on a statement made by the head of Alfa Romeo in France, Alain Descat, who revealed to French news outlet Le Journal de l’Automobile, that a refresh is already on the way for this year. That’s just three model years into the current model’s lifecycle and paints a picture of just how dire things have become for the Tonale. The company already attempted to address the pricing issue by giving the Tonale a new non-hybrid equipped variant in an attempt to lower the price of entry for some buyers but it did little to light a spark in sales.
This proposed makeover would be a more extensive refresh this time and focus on giving the styling a makeover with the Tonale getting new duds that would allow it to flow in line with recent models like the Junior and the upcoming revamped Stelvio. The front fascia would receive updates but look for the trademark Alfa front grille to continue to be present and accounted for. The bland rear end would also be addressed with the interior even getting a tech upgrade to help it be on par with rivals in this arena.
Will it help Alfa in the long run?
Adding updates to the Tonale would help boost its presence in showrooms but fixing the Tonale’s woes goes far beyond fixing its needs. It also involves fixing some of the other issues that have plagued the brand for years. Dealerships have gotten frustrated with Alfa over its model plans with the brand aborting a move to make their entire lineup all electric after dealerships complained amid slumping sales for the broader segment as a whole.
In addition to dealerships leaving the fold, Alfa also has a lingering problem with quality and service with many customers not only complaining about the sub-par quality of their Alfa models but also the lackluster service they receive from dealership service departments when attempting to get their vehicles fixed. Those issues affect the broader buying and ownership experience and if Alfa Romeo can’t nip these problems in the bud, they will continue to be far bigger ball-and-chain items than the woes of one troubled model.
Carl Malek has been an automotive journalist for over 10 years. First starting out as a freelance photographer before making the transition to writing during college, his work has appeared on numerous automotive forums as well as websites such as Autoshopper.com.
Carl is also a big fan of British vehicles with the bulk of his devotion going to the Morgan Motor Company as well as offerings from Lotus, MG, and Caterham. When he is not writing about automobiles, Carl enjoys spending time with his family and friends in the Metro Detroit area, as well as spending time with his adorable pets.