
As well as giving it a much needed volume boost in Europe, the car will reintroduce Alfa Romeo to North America, after a long absence.
It means the Giulia needs to be competent enough to take sales from Jaguar, Audi, Mercedes-Benz and BMW, the latter being touted as a pricing benchmark for the Giulia in the UK.
Alfa has been without a D-sector car in the UK for five years since the 159 was discontinued, and the programme to develop a successor has been delayed many times. When asked if the Giulia is a ‘make or break’ car for Alfa Romeo, then chief executive Harald Wester simply told the group of assembled journalists “yes”.