“What I don't need is to know the weather for three weeks' time. I don't care – I'm here to drive.”
While rivals such as Mercedes-Benz and BMW continue to fill their vehicles with more screens and technology, Alfa Romeo has no plans to follow the same path.
With new electronic architecture debuting on the new Giulia, CEO Jean-Phillipe Imparato has guaranteed that the brand will keep its classic interior style and not try to match its competitors' tech-heavy approach.
“I respect what Mercedes is doing with its digital technology, of course,” said Imparato in an interview with Autocar. “But my customers aren't looking for meter-wide infotainment screens or 200 digital assistance systems to switch on and off.”
According to customer research carried out by the brand, Alfa buyers don't want overwhelming tech. At the top of their lists is an infotainment system that provides driver-focused data about the car and Alfa's classic cannocchiale cowled instrument covers.
“We will have the cannocchiale, for sure, and we will have a larger central display than we do currently, depending on the car.”
Alfa Romeo will be the first marque within the Stellantis group to deploy the all-new STLA Brain electronic architecture. As mentioned, it will arrive in 2025, but Imparato is adamant that it won't change how people interact with their Alfa Romeos. “It won't change how our cars speak or appeal to our customers. We must continue to play to our strengths.”
That's not to say the premium Italian brand is entirely against in-car technology. Imparato described a head-up display that projects a “ghost car” onto the road to assist drivers in placing the vehicle on the road. “This feels like something an Alfa should do. It's helping you to drive the car and keeping you engaged in the process,” said the CEO.
“What I don't need is to know the weather for three weeks' time. I don't care – I'm here to drive,” he added.
We can already see this ethos in models such as the Giulia Quadrifoglio. Compared to rivals, the cabin of this Milanese super sedan could be described as basic or spartan. But it's beautifully designed, has its fair share of plush materials, and, notably, features little to distract from the critical business of driving.
But what about self-driving cars? According to Imparato, future autonomous Alfas will have distinct driving modes he describes as “I want to drive” and “I want to be driven.” Every time the driver enters the vehicle, they will be tasked with choosing between the two modes so there's no confusion between them.
“Our job isn't to offer every lane-keeping, convenience, and crash-avoidance system that we can just because our competitors have them. We must be selective,” he said. “But it's important we know what systems will add value and which we should exclude.”
Keyword: Alfa Romeo Will Keep Building Cars With Driver-Focused Cabins