Alfa Romeo: “Our customers don’t want a counter screen on the dashboard”

Alfa Romeo customers understand. Research from the brand shows that they don’t want huge screens on the dashboard. And we can only agree.

The future Alfa Romeo Giulia, which will be launched in 2025, will use Stellantis’ new electronic architecture. But that doesn’t mean Alfa will adjust its interior design philosophy, CEO Jean-Philippe Imparato told Autocar.

Alfa Romeo customers don’t want huge screens

“Of course I respect what Mercedes is doing with its digital technology,” said Imparato, “but my customers don’t want one-meter-wide screens on the dashboard or 200 assistance systems constantly switching on and off.”

Alfa Romeo will be the first brand in two years to use Stellantis’ new electronic architecture STLA Brain. However, Imparato does not intend to compete with the German premium brands in the digital sector.

“An Alfa driver doesn’t need to know what the weather will be like”

Alfa Romeo research shows that customers like the typical “binoculars” dashboard cannocchialewant to keep, complemented by an infotainment system that doesn’t overload them with information.

“As an Alfa driver, I don’t need to know what the weather will be like in three weeks,” says Imparato firmly. “I’m not interested. I live in the here and now. And I’m here to ride.

Two driving modes: one for self-driving, one for autonomous driving

Imparato wants to make sure that Alfa introduces electronics just because the competition has them too. “We have to be selective and figure out which systems can add something and which ones can be skipped.”

Regarding autonomous driving, he says: “Alfas will have two driving modes that the driver must choose between before each trip.” Does he or she want to drive or be driven? There should be no confusion about that.”