Alfa Romeo returns to the Malaysian market

Quick look
► Alfa Romeo has officially returned to Malaysia after an absence of over 10 years.
► The brand will be managed by DLSB Partners, not Stellantis Malaysia.
► The ‘Famiglia Alfa Romeo’ program will support all current and classic models.
► The range will start with the Giulia Veloce and Stelvio Veloce in 2026.
► A new flagship 3S Centre will open at TREC Kuala Lumpur.

After an absence of more than 10 years, Alfa Romeo has returned to Malaysia. Although it is a brand in the Stellantis Group, its marketing activities will not be directly managed by Stellantis Malaysia. Instead, the brand will be handled by DLSB Partners Sdn. Bhd., an independent private distributor and member of Atlantis Motor Group which has over 50 years of experience in the car business.

Caring for the loyal Alfisti too
This is obviously good news for the Alfisti (as Alfa Romeo fans are known), past and present. Well aware that there is a large base of loyal owners, especially the Alfa Romeo Owners Club, DLSB has promised to give attention to supporting them. It will introduce the ‘Famiglia Alfa Romeo’ programme, extending professional support for all Alfa Romeo models, including the classics.

Owners can expect factory-certified technicians, genuine Alfa Romeo parts, and reliable roadside assistance, ensuring every Alfa Romeo is supported with the care it deserves. Being an authorised distributor, DLSB will be able to get technical assistance and guidance from the factory for issues that may be difficult to address.

Starting with Giulia and Stelvio Veloce
As for new models, it will start off with the Giulia and Stelvio in Veloce versions. The official prices won’t be available till early next year but are expected to be around RM400,000.

Alfa Romeo Malaysia’s vision extends far beyond the road and into the heart of the ownership experience. This will arrive in the form of a curated selection of immersive and rewarding ownership experiences for the Alfa Romeo community.

Casa Alfa Romeo
This begins with the soon-to-be-unveiled ‘Casa Alfa Romeo’ – a fully equipped flagship 3S Centre (sales, service, and spare parts) at Rhapsody Square, TREC Kuala Lumpur. Designed as a hub for the community, visitors will be able to explore and test-drive the latest models and enjoy bespoke services. There will also be an official Alfa Romeo Service Centre, supported by a team of certified technicians.

“Malaysians have a special and admirable relationship with Alfa Romeo, understanding that our cars give more than just a way to get places, it also gives us feelings, emotions and sensations. For many owners, it’s an expression of their passion, style and personality, and we’re incredibly excited and proud to have this opportunity to rekindle that connection: reminding Malaysians of our love for cars, driving, and all the positive feelings associated with it. Alfa Romeo is only the beginning for us, and we are on the cusp of introducing more exciting brands,” said Dato’ Douglas Cheng, Executive Director, DLSB Partners.

Alfa Romeo in Malaysia
The story of Alfa Romeo in Malaysia goes back 60 years, beginning when Foo Wan Kien (now Datuk Dr), a businessman in Ipoh, Perak, was appointed by the Italian automaker as its Malaysian distributor in 1965. He had already been in the car business from 1963 (when he was just 22), selling for brands such as BMW, Mazda, Lancia and Rambler in Perak with his company, City Motors.

It was with Alfa Romeo that City Motors grew in prominence in the local motoring scene. The brand, with a history going back to 1910, was already well known to car enthusiasts and exploiting its legacy in motorsports, City Motors formed what could be considered the first local works team and entered events with the Alfetta. Older readers will recall the exciting battles with drivers like Albert Poon and Chong Kim Fah at the wheel in the saloon car races at the Batu Tiga and Penang circuits.

City Motors also took the initiative to have some Alfa Romeo models assembled locally, starting with the Alfasud, at Swedish Motor Assemblies (known as Volvo Car Manufacturing Malaysia today) in Selangor. This was followed by the Alfetta in 1977 and the model was chosen by the Malaysian police for its patrolcars, the first police force outside Italy to use the model. The police also had the smaller Giulia in their fleet.

Although sales were steady, the arrival of Proton in 1985 changed things for the rest of the industry. Alfa Romeo, being a niche brand, faced challenges and City Motors decided to give it up, while the group diverted its focus to property development and plantations.

However, the brand continued to have a presence as another company, Milan Auto, took it on and imported new models as well as provided aftersales support for the next 20 years. Then Sime Darby’s Motors Division (now Sime Motors) took an interest in Alfa Romeo and, in 2005, was appointed as authorised distributor.

The company handling the brand was Auto Italia and initially, things seemed promising. The Alfisti were delighted that a large group like Sime Darby was managing the brand. However, after 8 years, Auto Italia announced that it was ceasing operations. Part of the reason is believed to have been that the Italian company was showing little interest in developing righthand drive variants of future models. This meant that before long, Auto Italia would not have new models to sell so it was pointless to keep going.

That was in 2013 and although there was no longer an official representative for the brand in Malaysia, there was still a large group of owners who loved Alfa Romeo and remained united through their owners’ clubs.

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