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On July 4, at the scene of Alfa Romeo Brand Night, the new Giulia was officially launched with an official guidance price of 35.98-985800 yuan. It is understood that the Giulia is a medium-sized car owned by Alfa Romeo, and the new car is the medium-term modified version of this generation of Giulia. Due to its sports focus, the potential rival of Giulia in the domestic market is mainly the BMW 3-Series.

At the same time, the new Stelvio is officially on the market, with an official guidance price of 40.98-495800 yuan. It is understood that the Stelvio is a medium-sized SUV launched by Alfa Romeo in 2016, and the new car is the medium-term revised version of this generation of Stelvio, that is, the first major overhaul in seven years. The power side continues to carry a 2.0T engine, and the main competitor is the BMW X3.

Compared with the old style, while keeping the overall shape of the headlight group unchanged, the new Giulia and the new Stelvio mainly adjust the internal structure of the headlight group, from the circular lens layout to the internal luminous structure composed of three L-shaped LED lamp groups, whose design is inspired by the classic Alfa Romeo SZ Zagato and Proteo models. At the same time, the new front grille maintains the iconic inverted triangle design of the Alfa Romeo brand, but the internal mesh shape of the grille has been adjusted and the intake ports on both sides of the front bumper are optimized synchronously.

On the side of the car body, the overall design line of the new car has not changed much, and the overall shape maintains the design of the current model. In the rear part, the taillights of the two new cars have not changed much, but both use the new transparent black taillight shade to make the internal LED light source more recognizable. In addition, the rear enclosure of the new Giulia/Stelvio adopts a bilateral exhaust layout and is decorated with a tail diffuser in the center to further enhance the sports atmosphere.

In terms of interior decoration, the new Giulia/Stelvio basically continues the interior design of the old model, but is equipped with a brand new 12.3in full LCD dashboard and three different layout display modes: Evolved, Heritage and Relaxed. In other aspects, the new car still uses a three-spoke multi-function steering wheel with an one-button start button on the steering wheel, and the central control center is equipped with an embedded multimedia display screen. The central channel area retains many knob-like functional control buttons and electronic shift mechanisms.

In terms of power, the new Giulia/Stelvio is equipped with 2.0T engines with a maximum power of 280hp and a peak torque of 400Nm. The new Giulia clover version is equipped with a 2.9T V6 engine with a maximum power of 520hp and a peak torque of 600Nm. In terms of transmission system, both models match the 8-speed manual self-integrated gearbox.

Since 2023 marks the 100th anniversary of the birth of the Alfa Romeo four-leaf clover series, the Alfa Romeo launched the 100th anniversary version based on the new Giulia high-performance four-leaf clover model, which is limited to 100 cars worldwide and 5 cars in the Chinese market. Compared with the ordinary version of the new Giulia four-leaf clover, the car offers its own body color, Akrapovi exhaust system, interior gold stitches, center console badge, carbon fiber and Alcantara steering wheel.

Alfa Romeo (Alfa Romeo) is a famous Italian car manufacturer, whose predecessor can be traced back to the car company founded by Alexandre Darracq in 1906, formerly known as ALFA (Anonima Lombarda Fabbrica Automobili, Lombardy Automobile Factory). In 1916, Nikolai Nicola Romeo took over and incorporated the family name into the name of the car factory, becoming today's Alfa Romeo. In 1986, Fiat Group acquired Alfa Romeo and became one of its car brands.

In April 2017, Alfa Romeo officially entered the Chinese market and introduced Giulia/Stelvio to the Chinese market for sales. As one of the century-old automobile brands, Alfa Romeo has a very small position in the domestic market, and Giulia/Stelvio has not made considerable achievements after it was introduced into the Chinese market.

The number of risks shows that in 2022, domestic sales of Alfa Romeo were only 832 taels, down 40.95% from the same period last year. Of this total, Giulia fell 42.19 per cent year-on-year to 548, while Stelvio fell 38.39 per cent to 284. Seven years ago, when people were talking about Alfa Romeo, Giulia and Stelvio were thought to be the secret keys to unlock lips and teeth. Today, Alfa Romeo, which can arouse feelings, is still the only two.

In the domestic market, Giulia's main competitors are BMW 3-Series, Audi A4L and Mercedes-Benz C-Class, while Stelvio competes with BMW X3, Audi Q5L and Mercedes-Benz GLC. Compared with the BBA, the performance of the Alfa Romeo is better. The entry-level models all match the 2.0T engine with a maximum power of 280hp, but the spatial performance is far worse than that of the BBA.

As an imported brand, Alfa Romeo has very few brand stores, most provinces and cities even have only one store, the brand influence is not good, the product price is not cheap, the pre-sale and after-sale prices are not cheap, and the accessories are still expensive. Who would choose such a brand, even if it has a hundred years of history? Today, although Giulia, Stelvio ushered in a medium-term change, but only for appearance adjustment, this change makes the car subject to a more fierce discussion and criticism, but if it will have a greater impact on sales, it will not.

Under the pressure of upward Chinese brands, mainstream joint venture brands and luxury brands, the market share of marginal luxury brands represented by Alfa Romeo is being further squeezed. Coupled with the large number of new entrants to the car-building market, the pressure of "there is no time to wait" is enormous.

However, Alfa Romeo said it would continue to stick to the Chinese market, with plans to launch the first plug-in model in 2023, the first electric model in 2024, the first all-electric model in 2025 and fully electrified in 2027. A new product will be launched every year in the future.

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