Alfa Romeo Junior: A Bold New Step for the Iconic Italian Brand

Starting Price: £33,895
The new compact crossover offers hybrid and electric options.

Alfa Romeo, the legendary Italian carmaker, seems to be embracing the future with newfound confidence. After years of uncertainty and financial struggles, the brand now steps forward with the Alfa Romeo Junior, a compact crossover designed to broaden its appeal and solidify its presence in an increasingly competitive market.

While it might not be the dream car enthusiasts envisioned, the Junior represents a strategic move aimed at boosting Alfa Romeo’s sales and profitability. By joining the compact crossover segment—a space dominated by high demand—the Junior complements the lineup that already includes the Tonale, Giulia, and Stelvio, effectively doubling Alfa Romeo’s potential market reach.

Aimed at Winning New Fans and Rekindling Old Flames

The Junior is not just about entering a new market; it’s also about reconnecting with past customers. Following the discontinuation of the Mito and Giulietta, Alfa Romeo lost ground in the compact car segment. Now, the Junior seeks to win back those customers while attracting a new generation of buyers.

In the UK, Alfa Romeo is so confident in the Junior’s potential that it plans to add six new dealerships by 2025, increasing its total to nearly 30. But will this model truly ignite a sales surge and keep those new dealers busy?

The Junior on the Road: Early Impressions

An initial test of the flagship 278bhp Elettrica Veloce at Alfa Romeo’s Balocco track in Italy—and later on a Lincolnshire go-kart track—showed promise. However, the Veloce is expected to be a niche choice. Instead, the mid-range Elettrica Speciale, predicted to account for three times the sales volume, is likely to be the real star. Recent tests on UK roads offer further insights into what this model delivers.

What’s Good and What’s Not

Strengths:

• Balanced and dynamic driving performance.
• Compact SUV proportions with the feel of a traditional hatchback.
• A variety of powertrain options, catering to diverse preferences.

Weaknesses:

• The high-performance Veloce model is costly and lacks range.
• Struggles to differentiate itself from other Stellantis models, like the Peugeot e-2008.
• Interior materials lack the premium feel expected from the brand.

A Compact Crossover or a Hatchback in Disguise?

Categorising the Junior isn’t straightforward. Measuring just 4,173mm in length and standing 1,505mm tall, it’s only marginally bigger than the discontinued Giulietta. Despite marketing itself as a compact SUV, the Junior feels more like a family hatchback with slightly raised proportions.

While it’s far from a traditional SUV, the Junior boasts a bold and striking design. It marks a new chapter for Alfa Romeo’s aesthetics, blending heritage-inspired elements like the ‘scudetto’ grille, ‘telefono’ wheels, and ‘coda tronca’ rear design, with modern touches such as aerodynamic enhancements and advanced LED lighting.

Aesthetics: Striking but Familiar

Although the flagship Veloce model features a sportier stance with a 25mm lower ride height and 20-inch wheels, the mid-tier models, like the Speciale, look less dynamic. The boomerang-shaped rear lights, reminiscent of the Maserati 3200 GT, add a distinctive flair. However, on standard 18-inch wheels, the Junior’s profile risks blending into the crowd, drawing comparisons to the Peugeot e-2008—a sibling under the Stellantis umbrella.

Final Thoughts

The Alfa Romeo Junior represents a crucial step for the brand as it transitions into the electrified era. While it may face challenges standing out in a crowded market, it holds promise with its balanced driving dynamics, bold design, and competitive market positioning.

Whether it will spark a sales renaissance for Alfa Romeo remains to be seen, but the Junior is undoubtedly a bold and necessary move as the brand strives to regain its iconic status.