Alfa Romeo Milano enters final testing phase ahead of April debut

Alfa Romeo Milano front quarter leak

From launch, the Milano will be sold in Perfo, Veloce and limited launch-edition trims. 

Alfa Romeo forecasts that the Milano will account for around 40% of its global sales, but Imparato emphasised that the company is more focused on generating profits than “selling more cars”.

However, he said if demand for the SUV is much higher than forecasted, the Tychy factory has capacity to meet it: “If I sell 5000 per month, I will sell 5000 per month. If I sell 10,000 per month, I will sell 10,000 per month.”

Alfa Romeo’s market share in the UK has dipped from 0.1% to 0.08% this year, despite the introduction of the new Tonale SUV, but Imparato says the Milano will be an attractive proposition for fleet customers and it is expected to have a positive impact on its sales figures here.

But Alfa Romeo will not rely on discounting to boost demand, he said. I will not go into the war on prices – easy money, easy discounts – that I see in [the UK] today.

“I don’t need that. I don’t want to follow the aggressive discounts I’ve seen in the last months. I don’t want to destroy the value of the car.

The brand will give an indication of pricing at the Milano’s reveal in April, but Alfa Romeo’s premium positioning means it will command a premium over the Jeep Avenger so is likely to start at around £40,000. 

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