By Mabuyane Mabuza
Italians are famous for three things: pasta, pizza, and beautiful cars. Cars that are emotionally charged, at best! When Horacio Pagani founded his company to create some of the most breathtaking masterpieces, he surely couldn’t have imagined his name one day appearing in South African police files. The alleged Tembisa looter, Hungwani Morgan Maumela, reportedly went straight for a Pagani, a gutsy move, if not reckless.
Excuse the petrolhead in me; but honestly, you can’t call yourself one if you don’t drool over a Pagani, Bugatti, or Ferrari. Just… don’t steal public hospital money to fund the craving.
A Brand With A Complicated History
Alfa Romeo’s relationship with South Africa has always been a rollercoaster. Decades of distribution inconsistencies, limited dealership networks, patchy after-sales support, and long waits for parts have undermined the brand’s potential. While enthusiasts have remained loyal to the marque’s charm, the broader market has often leaned toward reliability and resale value, areas where Alfa has lagged. This explains why the brand, rich in heritage and passion, has struggled to convert admiration into consistent sales locally.
Enter the Alfa Romeo Junior
Now comes the new Alfa Romeo Junior, a car that might just change the narrative. It’s not the first time Alfa has released a beautiful car here and sold only ten. But this time, with new leadership at Stellantis and renewed strategy, the Junior could stand
a real chance. It won’t be easy, not in a market where fierce Eastern competitors are shaking things up and even the most experienced are bleeding at the nose. But it’s a bold move that demands attention.
The Junior embodies everything Alfa stands for: flair, performance, and unmistakable Italian beauty. The question is — is South Africa ready to fall in love again with this fiery newcomer?
Electric Ambition Meets A Cautious Market
South Africa is still a petrolhead nation. Our familiarity with ICE (internal combustion engines), coupled with rising fuel costs and patchy charging infrastructure, has led to slow EV adoption. So Alfa’s decision to introduce a full-electric Junior is as daring as it is strategic, a statement of intent and a test of emotional appeal versus practicality. Can design, heritage, and heart accelerate EV adoption where logic usually rules? Time will tell. The Junior is offered in two trims: Ellectrica and Ellectrica Veloce.
An Italian Beauty With Character
Alfa Romeo’s cars are often described as moving art, and with good reason. The
Junior carries the brand’s unmistakable DNA; long, low hoods, sculpted arches, and that iconic V-shaped grille. At its launch event at Avianto in Muldersdrift, complete with cuisine by celebrity chef Fortunato Mazzone, the Alfa team celebrated its Italian roots in true Alfa style.
The Junior inherits that language, promising a car that will stop people in their tracks even before they notice its EV credentials. The Junior’s mission is clear: deliver electric mobility without sacrificing emotion. It’s compact, stylish, and deeply Italian; built to turn heads.
Practical factors, however, will define its success: range, charging compatibility, warranty coverage, and dealer support. If Alfa gets these right, the Junior could become the EV that finally wins South Africa’s heart.
How The Market Might Respond
Style-conscious buyers and Alfa loyalists will welcome an EV that feels like an Alfa,
not just looks like one. Initially, the Junior might appeal as an aspirational second car for urban drivers seeking distinction and presence rather than as a mainstream disruptor.
Price and proposition
Priced at R799 900 for the base spec and R999 900 for the top spec, the Junior sits
in a premium space where emotion, badge prestige, and design matter most. Those who buy with their hearts, and not only their calculators, will see tremendous value. But for buyers focused on total ownership cost and resale predictability, more established EV brands might still seem safer.
Pure Italian passion, electrified
What sets the Junior apart is that it hasn’t forgotten who it is. Even as it embraces electrification, it remains authentically Alfa, performance-driven, beautifully balanced, and irresistibly stylish. As Janus Janse van Rensburg, Head of Alfa Romeo South Africa, notes, the Junior is designed to resonate with the country’s urban drivers who crave both flair and functionality.
Globally, the response has been promising: over 22 000 orders have already been
placed, with a 21% BEV share, reflecting growing demand for sporty, eco-conscious
vehicles. Following successful launches across Europe and the Middle East, and with debuts planned in Japan and Australia, South Africa now joins the next wave of markets to experience this new chapter in Alfa’s legacy.
