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Alfa Romeo's first EV could receive a price cut, but the Junior Elettrica's positioning will be dictated by market reception and competition.
Electric Cars
Alfa Romeo Australia has not ruled out a major price cut for its just-launched Junior Elettrica electrc vehicle (EV) after massive discounting of the mechanically related Jeep Avenger.
Wearing a $57,900 before on-road costs pricetag, the Alfa Romeo Junior Elettrica is already one of the most affordable – and smallest – premium electric SUVs, positioned under the BMW X1 (from $80,600), Lexus UX (from $80,720), and Mini Countryman (from $64,990).
However, the Jeep Avenger, which shares the same 115kW/260Nm output and 51kWh battery and wears a recommended retail price of $54,990 in entry-level Limited form, is currently discounted to $40,000 drive-away – a saving of around $16,000.
Speaking to Drive, Stellantis product manager Bridget Thomson said Alfa Romeo is open to slashing the price of the Junior Elettrica, depending on market reception and competition.
“We’ve done a lot of work to make sure we’re launching this car at the right price point, at least at this point in time,” Thomson said.
“I wouldn’t rule out any price movements either which way.
“The market continues to evolve and the competitors continue to evolve.
“No guarantees either which way, but at the moment we think the car’s positioned in the right spot – for both the Ibrida [mild-hybrid variant] and the Elettrica.”
Although electric cars command a higher price premium compared to petrol, diesel, and hybrid-powered models, increasing competition – mainly from Chinese brands – is putting pressure on established marques and driving down the point-of-entry for consumers.
At present, BYD lays claim to the most affordable EV in Australia with the $29,990 before on-road costs Dolphin Essential, while the GWM Ora Standard Range ($35,900 drive-away) and MG4 Excite 51kWh ($37,990 drive-away) are also cheaper options.
Hyundai and Kia’s most affordable EVs, the Inster and EV3 respectively, are priced from $39,000 before on-road costs and $47,600.
The discounting of the Jeep Avenger puts it in the ‘affordable EV’ mix, and if the Alfa Romeo Junior Elettrica were to receive a similar discount, it undercut perceived premium rivals even further.
Electric car discounting has become more commonplace in the last few years as sales growth stagnates globally and the New Vehicle Efficiency Standard (NVES) scheme that tracks manufacturers fleet emissions comes into force.
In the last 18 months, Ford, Tesla, Peugeot, Polestar, Nissan, and even Porsche have discounted their respective EVs by either cutting the asking price or through finance service incentives.
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Tung Nguyen has been in the automotive journalism industry for over a decade, cutting his teeth at various publications before finding himself at Drive in 2024. With experience in news, feature, review, and advice writing, as well as video presentation skills, Tung is a do-it-all content creator. Tung’s love of cars first started as a child watching Transformers on Saturday mornings, as well as countless hours on PlayStation’s Gran Turismo, meaning his dream car is a Nissan GT-R, with a Liberty Walk widebody kit, of course.
