Alfa Romeo's growth plan in the U.S. over the next decade involves doing away with internal combustion engines by 2027.
The Italian brand is laying the groundwork for this expansion now with a focus on delivering experiences to consumers that are fitting of the luxury segment.
It's not a numbers game. Alfa says it's thinking about much more than volume at this point in its U.S. comeback.
Customer satisfaction and vehicle quality are arguably "more important" to the brand than sales as it works to build momentum in the U.S., said Vincent Noirbent, vice president of product planning and transformation for Alfa in North America.