Alfa needs something different, fast. The tastes in the $40-60K price point range have drastically changed in the last twenty years. Millennials don’t have a discerning eye for quality or craftsmanship if it can be offset by the vehicle being an EV/performant/connected. Tesla is proof of this. It’s the reason why Millenials today are more connected than the generation that proceeded them in having iPhones, but they can’t afford to buy a house. We live in clown world. Tesla is garbage, I’d never buy one. But it’s a company with a $75 billion dollar market cap (that will eventually go down as an Enron like fraud) that could only exist in a ZIRP environment. All Unicorns (WeWork, Snapchat, Uber) have been slain - most of are down 40-50% post IPO while the S&P is up 30% during the same period. If this was an actual recession, they’d be dead. Tesla is the last unicorn standing. The way to defeat Tesla and save Alfa/Maeserati is to beat Tesla at battery energy capacity / vehicle performance. If a company with a hundred history year can’t do that, then we’re just entering a period of gradual decline for Alfa/Maesarati. There’s no coming back from this. You don’t actually understand the people you’re trying to sell to. Tonale will get sales, but not what people are expecting. MCA refreshes of Giulia and Stelvio will move the needle, but not enough. New Maesarati launches will be heralded by the automotive press, but sales will be disappointing. Ford is giving it a good shot with Mach E. I’d like to see FCA do the same.