The Italian GP was the last home race for the Milanese marque as its six-year relationship with Sauber approaches its conclusion.
The special occasion was marked by showcasing a unique design displaying the colors of the Italian flag. Additionally, Alfa took the opportunity to introduce the remarkable new 33 Stradale during the weekend. This model perfectly embodies the sporty image that Alfa aims to portray through its participation in Grand Prix racing.
How can Alfa’s management and its parent company Stellantis proceed after that?
There’s little doubt that the Sauber deal was a golden ticket for Alfa. Originally conceived by the late Fiat Chrysler Automobiles and Ferrari boss Sergio Marchionne, the deal saw Alfa as title sponsor of Sauber for a single season in 2018, before the company took over the full team and chassis name from 2019, for what was in effect a bargain price.
We’ve had car manufacturers sponsoring F1 teams before, notably Infiniti and Aston Martin with Red Bull Racing, but bagging the team and car identity was something different.
It was a cheap deal because when it was negotiated in 2017 the Hinwil team was last in the constructors’ championship by some margin, and it didn’t have too many opportunities.
Alpha not only brought in much-needed funds but also had an attractive brand that could potentially attract other sponsors and even potential drivers.
Valtteri Bottas, Alfa Romeo C43
Photo by: Andy Hone / Motorsport Images
Alfa benefitted greatly from this strategy, as it allowed them to establish a prominent position in F1 without incurring the expenses of developing their own power unit or fully supporting a works project.
In the beginning, Alfa had a hold on one of the seats and set it aside for a Ferrari protégé. Initially, Charles Leclerc occupied the seat, and later on, Antonio Giovinazzi was chosen.
In the previous year, Audi acquired Sauber. However, it became impossible for Alfa to continue their involvement with Sauber for the next two years until Audi’s full identity was established in 2026.
It simply made no sense for Audi to invest in building up the Swiss organisation and have a rival brand enjoy the benefits, albeit temporarily.
Jean-Philippe Imparato, the CEO of Alfa Romeo, experienced disappointment when circumstances beyond his control resulted in the loss of the Sauber deal. Imparato had previously transitioned from Peugeot to Alfa Romeo at the beginning of 2021 with the creation of Stellantis.
“I cannot reword”
“The decision made by the shareholders must be respected and supported. It was made to pursue a business opportunity. Any objections or comments? None.”
“I aim to customize Alfa Romeo’s electrification plan according to this particular decision.”
“So no frustration, but when you work with somebody for years in as excellent an outside discipline as F1, it’s absolutely normal that you are a human being, and you are connected with the guys.
“If you are not a human being working at Alfa Romeo, then you are considered non-existent. We all agree on this point, so there is no room for frustration. When we showcase a car like the 33 Stradale, any frustration disappears because we become driven, determined, and focused on achieving victory. Therefore, we must identify the next phase and diligently pursue it.”
“I cannot reword.”
Imparato might not have initiated the original Sauber deal but he’s enjoyed the fruits of it for the past three years, and he’s well aware how good it has been for his company.
“He says that, in his opinion, this is the most exceptional return on investment in the paddock. It is evident that Alfa Romeo greatly benefits from the business model, which, incidentally, was devised by Sergio Marchionne. We always bear this in mind.”
“We share Carlos Tavares’ belief that our F1 business model is the most exceptional, and perhaps the greatest sponsorship motorsport structure.”
“This particular business model for Alfa Romeo, in regards to investment and the resulting return on investment, is the most exceptional one to date. And I want to emphasize that it is not something I easily overlook.”
Guanyu Zhou, Alfa Romeo C43
Photo by: Erik Junius
Marchionne could not have foreseen the significant growth that the sport of F1 has undergone in recent years, and how it has positively impacted the Italian brand Alfa in terms of visibility.
“I cannot reword”
“I cannot reword”
In certain situations, it can be challenging to convey to your community that you consistently allocate funds towards a specific endeavor, such as sponsoring an activity, especially when a crisis is occurring elsewhere in the world.
“I cannot reword”
Imparato’s current task is to locate an alternative to the Sauber agreement. He firmly believes that the brand must persist in the realm of motorsport in one way or another.
“I would say we are currently exploring all the potential options available to us,” he explains. “Initially, I had planned to make an announcement in July 2023, but I decided against it as I am not prepared yet.”
“I am fully aware. As soon as I am prepared, you will be the initial recipient of information regarding our subsequent action, as it is essential that we proceed accordingly.”
Alfa Romeo Racing C43 technical detail
Photo by: Giorgio Piola
“I prioritize showing respect for Alfa Romeo and maintaining a strong position. I am cautious about making any public announcements unless I am completely confident that they will benefit both the brand and the group. Therefore, we are putting in a significant amount of effort.”
“Are we prepared? Negative. Do we desire to withdraw from motorsport? Negative. Do I possess the answer presently? Negative. Am I capable and willing to invest hundreds of millions? Negative. This is due to the fact that concurrently, I must fund the brand’s electrification.”
“And I would say that it’s completely mad to spend hundreds of millions if I’m not, I would say, in a perfect business model. So that’s what we are doing.
Jean-Philippe Imparato believes that Alfa Romeo cannot achieve anything without the power of a Ferrari engine.
“When I observe the current developments in the world, such as the progress in the market, the increasing adoption of electric technology, the rapid advancement of software, and the competitive actions taken by certain rivals, I feel relieved that I do not have any financial obligations to anyone worldwide starting from January 1, 2024.”
“I am certain that we will shed tears at the upcoming grand prix, but our tears will be a testament to our unwavering commitment to safeguarding the invaluable assets of our company. This includes both Sauber, who leads the way, and Alfa Romeo, without a doubt.”
It’s obvious that with Sauber off-limits there is only one place for Alfa Romeo to be if it wants to stay in F1, and that’s Haas. However, whichever way you look at it, such a deal would be a backwards step.
The problem is that Gene Haas is in F1 to promote his own brand so he will never give up his chassis or team name, and he already has a solid title sponsor in MoneyGram.
Kevin Magnussen, Haas VF-23
Photo by: Erik Junius
There is in theory an option for the team to become MoneyGram Alfa Romeo Haas or some similar combination, but that will clearly represent a retreat from what the company has at the moment, with a full team and car identity.
There would also be no technical cooperation of the sort that saw Sauber help with the development of Alfa GTA and GTAm road cars, and which has helped to justify the association.
According to sources, the discussions with Haas have not concluded officially, and ultimately, it is Alfa’s choice to determine its course of action.
“I am unable to discuss or provide any information on that topic,” declares Imparato. “However, let’s shift our focus to something Carlos Tavares shared with me. The presence of a Ferrari engine is essential for any progress. That’s all I can say and I cannot elaborate further on this matter.”
I will definitely follow the instructions given by my boss, Carlos. He emphasized that Alfa Romeo cannot achieve anything without a Ferrari engine.
“If I were to share my thoughts on this matter, I would express the same sentiment regarding the brand positioning of our Alfa Romeo. Alfa Romeo is undeniably Italian, leaving no room for doubt.”
If F1 is not an option, where could the Alfa name potentially be placed? Imparato shows a clear interest in sportscar racing, a category that Alfa had a strong connection with during the 60s and 70s. He emphasizes that the presence of Ferrari in the WEC has made it a more appealing opportunity.
Jean Philippe Imparato, Brand CEO, Alfa Romeo
Photo by: Jean Philippe Imparato
“I would like to emphasize two points,” he states. “In my opinion, when comparing the ROI of WEC 2023 to 2021, there is a clear explanation for the difference. I won’t elaborate on this reason, but it exists. However, there is one factor that makes the WEC at Monza in 2021 less appealing compared to the WEC in Monza in 2023, and that is the strong value it offers.”
Additionally, the correlation between Alfa Romeo and the WEC is evident when observing the 33 Stradale. Hence, I believe it warrants a thorough examination.
Elaborating on the World Endurance Championship (WEC), he further mentions that the brand Peugeot, which belongs to the Stellantis Group, withdrew from participating in the Le Mans race. They expressed their decision to step back until certain conditions are met, implying that they would no longer be involved until a reasonable agreement is reached.
“We have a strong passion for motorsport. We exhibit some contradictory traits in our enthusiasm!” – Jean-Philippe Imparato
The outcome was highly favorable as they have now returned to a reasonable position, and the original equipment manufacturers (OEMs) are also back, as you can clearly see.
Imparato clarifies that while a Ferrari involvement is necessary for F1, Alfa Romeo could potentially explore a different path in WEC through collaborating with sister company Peugeot.
“I exclusively handle the assets belonging to Stellantis Motorsport,” he affirms. “Our discussions solely revolve around Stellantis assets, without exception.”
“I’m not going public for the future plans, because I want to find a kind of business model that is I would say interesting. The answer is a fantastic business model, superb ROI.
“I am committed to providing you with information that will remain relevant and valuable for an extended period of time, spanning three to five years. I am not interested in offering short-term solutions or investments that only last six months. Rest assured, we will approach this matter with utmost seriousness and dedication.”
Valtteri Bottas, Alfa Romeo C43
Photo by: Glenn Dunbar / Motorsport Images
I am researching extensively. However, our decision will be determined by the highest ROI and the strongest link to Alfa Romeo’s history.
“I don’t see Alfa Romeo in WRC, even if I love WRC and even if, by the way, I was supporting Sebastien Loeb. I will not go in rally even if with another brand, I was very involved in that. There is no sense, that’s obvious.
“I have no desire to leave the world of motorsport, that’s my stance. Despite the challenges posed by my boss, I also receive immense support from him, as he is truly passionate about motorsport. And we, as a team, share that same passion. In a sense, we have a complex and contradictory affection for motorsport!”
Imparato emphasizes that while he has a great passion for F1, the larger focus is on the overall success of the Alfa brand.
“I have a strong attachment to Alfa Romeo,” he expresses. “The financial performance of Alfa Romeo must correspond with its aspirations because eventually, I will depart. And when that day comes, there are three specific desires I hope to fulfill.”
“I have three missions: firstly, to acknowledge the excellence of the cars; secondly, to leave a reminder of the past and contribute to the future by placing something in the museum in Arese; and thirdly, to ensure that Alfa Romeo remains sustainable. Everything else is of a personal nature.”
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