Basalt Gray 2017 Alfa Romeo 4C
A grey (Basalt Gray Metallic) 2017 Alfa Romeo 4C arriving at and leaving Peninsula Cars & Coffee at Promenade on the Peninsula, organized by the Palos Verdes Concours d'Elegance.
In recent decades, sub-exotic Italian car brands have been slowly but surely making a comeback in the States, thanks to the re-introduction of Maserati, Fiat, and Alfa Romeo. Maserati didn't quite catch on until the beautiful GranTurismo appeared and was an instant hit in the luxury grand tourer segment. Alfa Romeo's follow-up act to its exotic and exclusive 8C Competizione/Spider was the 4C, a curvaceous mid-engined sports car with a starting price of under $60,000. It's sleek, it's fun, it's (somewhat) inexpensive, and it's Italian (which many buyers are willing to pay a premium for.) Yet after a few years on the market, it was clear that the 4C's sales were underwhelming.
Honestly, I was surprised and disappointed that this car didn't attract more buyers. In fact, at first I wasn't even sure if I'd consider the sub-$60K car an exotic. After all, it was essentially an Italian Boxster/Cayman competitor, and those Porsches are overwhelmingly popular here. Most would agree that the 4C is a pretty sexy car. And enthusiasts would certainly recognize the Alfa brand for its rich racing history while appreciating the car's rarity compared to its German rivals.
So why did the 4C fail to sell? My guess is that maybe there was a lack of brand recognition in the States. Alfa pulled out of the U.S. car market in 1995, and many brand-conscious young Americans, including those who now have the means to afford a luxury car, still don't know of its existence. (This reality didn't hit me until I drove past a new Giulia a few years ago and my wife commented that she had never seen the Alfa logo or heard of the brand!) Also, maybe there's a fear that owning an Italian sports car would come with Ferrari-level maintenance costs. Italian cars weren't exactly known for build quality or reliability (fix it again, Tony!), and while it may not be a problem for someone who can afford a $300,000 Lamborghini, it's certainly an important concern if you're also considering a tried and true Boxster or Cayman.
Alfa Romeo pulled the plug on the 4C in 2020 to focus on more practical cars like the Giulia and the Stelvio. I think it's a smart (and perhaps necessary) move to help bring more mainstream awareness of and interest in the brand. Maserati recently spent several years focusing on more mainstream models like the Ghibli and the Levante and is now better established and equipped to attract buyers to its more enthusiast-focused MC20 and upcoming second-generation GranTurismo. Let's hope Alfa will find a similar path to success. The 4C was (and still is) a great car, and for those lucky enough to own one, the low sales numbers may actually translate to a good investment!
What do you think - Why did the Alfa 4C fail to meet sales expectations? Leave a comment on YouTube and let me know!