Can Alfa Romeo’s Tonale Thrive in a Sea of Crossovers?

• The Tonale crossover is Alfa Romeo’s last new internal-combustion-powered model, joining the larger Stelvio crossover and Giulia sedan in the US lineup.

• The US market will get one version of the Tonale, a plug-in hybrid with a 1.3-liter MultiAir turbocharged four-cylinder, at least 30 miles of all-electric range, and standard all-wheel drive.
  

• Alfa’s first all-electric vehicle arrives in 2025, but the automaker has not identified that model.
  

At first glance, the Alfa Romeo Tonale crossover faces big hurdles as the brand prepares to begin US sales in May. The Italian brand’s two cars in the US lineup—the Stelvio crossover and Giulia sedan—are barely making a dent in their respective segments. Alfa Romeo sold only 5000 Giulias and 7700 Stelvios in the US last year, representing a collective 30% drop from 2021. Despite the brand’s long legacy built over 113 years, it just doesn’t have much traction stateside.

Plus, Alfa Romeo is not on many shopping lists. The Cox Automotive Brand Watch survey found 2% of luxury shoppers considering an Alfa (compared to 22% for BMW, which ranked No. 1) in the fourth quarter of 2022. Alfa placed 17th out of 20 luxury brands in the study.

Still, Alfa Romeo’s top North American executive is amped up about the coming Tonale (pronounced ta-NAHL-ee) and its prospects as the launch draws near.

“It is by far the best-in-class performing CUV in the segment,” with 285 hp, a rapid-response frequency-damping suspension, and an ideal 50-50 weight balance, said Larry Dominique, senior vice president and head of Alfa Romeo and Fiat North America.

“From a standpoint of dynamic performance, when I’ve driven it back to back against BMW, Mercedes, Audi—it doesn’t matter who I’m comparing to—this vehicle stands way above them from a performance point of view. So to me, that’s what we’re really trying to shoot for,” he told Detroit journalists recently.

The US market will get one version of the Tonale, a plug-in hybrid with a 1.3-liter MultiAir turbocharged four-cylinder, at least 30 miles of all-electric range, and standard all-wheel drive. Canada and Mexico will get both the PHEV and a 2.0-liter turbocharged four-cylinder, while Europe will get the Tonale as a mild hybrid, a PHEV, and diesel.

US pricing for the Tonale starts at $44,590 (including destination charges) in base Sprint trim, then steps up to the $46,590 Ti trim (“elegant and distinctive”), then the range-topping $49,090 Veloce (“sporty character and luxury”). Factor in the available $7500 federal tax credit (thanks to the fuel-saving PHEV-only powertrain), and the Tonale will appear affordable to some.

Pre-orders are already being accepted for the Ti and Veloce grades of the Tonale, while Sprint availability will start next month, by visiting alfaromeousa.com.

As shoppers raise their hands for the new Tonale, Dominique said 82% of those potential customers visiting the Alfa Romeo website are new to the brand.