Italian automotive marque Alfa Romeo has officially returned to the Malaysian market after more than a decade, debuting with two performance models as it seeks to rebuild its presence in Southeast Asia. The comeback, announced on 20 November 2025, sees the brand launching the Giulia Veloce sedan and Stelvio Veloce SUV under new local distributor DLSB Partners Sdn Bhd, a member of Atlantis Motor Group. The return marks a fresh chapter for the storied Italian manufacturer, which is positioning itself with what it calls an invitation to “Drive Beautifully.”

DLSB Partners has been appointed as the independent private distributor for Alfa Romeo in Malaysia, bringing the brand under the same corporate umbrella that handles Peugeot and Leapmotor vehicles locally. The company has committed to establishing comprehensive aftersales support and customer service infrastructure as part of its long-term strategy.

DLSB Partners, backed by parent company Atlantis Motor Group’s 50 years of automotive experience, provides end-to-end mobility solutions, including logistics, distribution, warehousing, and aftersales management across its portfolio of brands.

“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.”

Dato’ Douglas Cheng, Executive Director, Alfa Romeo Malaysia

“For decades, Alfa Romeo has captured hearts through its passion, resilience, and rich heritage — qualities that create an unbreakable bond among its drivers. Its return to Malaysia marks not just a revival of a brand, but a rekindling of emotion and spirit. Together with our partner DLSB, we’re excited to grow the ‘Alfisti’ community together, to celebrate that rare connection between driver and machine.”

Isaac Yeo, Managing Director of Stellantis ASEAN

The Giulia Veloce and Stelvio Veloce represent Alfa Romeo’s current generation of performance vehicles, both of which have received recognition in international automotive awards. Recently, the Giulia claimed first place for the eighth consecutive time in the “Midsize Import” category at the “BEST CARS” competition in Germany, while the Stelvio won the “Large SUV/Off-road Vehicle Import” category in the same reader-voted contest.

Both models are powered by 2.0-litre turbocharged four-cylinder engines producing 280 horsepower and 400 Nm of torque, paired with eight-speed automatic transmissions. The Giulia features rear-wheel drive and can accelerate from 0-60 km/h in 5.7 seconds with a top speed of 240 km/h. The Stelvio utilises Alfa Romeo’s Q4 all-wheel-drive system for enhanced traction.

The vehicles feature the brand’s Alfa Link suspension system and near 50:50 weight distribution, emphasising handling dynamics that Alfa Romeo has historically been known for. Exterior design elements include the signature “Trilobo” shield grille, full-LED adaptive matrix headlights, 19-inch wheels, and red Brembo brake callipers.

Interior appointments include 12.3-inch digital instrument clusters with classic Alfa Romeo dial styling, leather upholstery, sport seats, and aluminium trim accents throughout the cabin.

As part of its re-entry strategy, Alfa Romeo Malaysia plans to open ‘Casa Alfa Romeo,’ a flagship showroom and full 3S Centre (sales, service, and spare parts) at Rhapsody Square in TREC Kuala Lumpur. The facility will serve as a community hub for Alfa Romeo enthusiasts, known as ‘Alfisti,’ and will be staffed by factory-certified technicians.

The distributor has announced several ownership programs designed to enhance the customer experience:

• La Bella Vita will offer curated lifestyle events, including grand tours and destination drives to locations significant to Alfa Romeo’s heritage.
• Speed Dating will provide track experiences for owners wanting to explore their vehicles’ performance capabilities in controlled environments.
• Alfa Concierge will deliver personalised assistance and services to all new Alfa Romeo owners.

Additionally, the Famiglia Alfa Romeo program will extend professional support to existing owners, including those with classic models. The Alfa Romeo Owners Club, established in Malaysia in 1993, will receive recognition under this initiative, with access to genuine parts, certified technicians, and roadside assistance across all Alfa Romeo vehicles regardless of age.

To mark its return, Alfa Romeo Malaysia has taken on title sponsorship of the ITF World Tennis Tour M15 tournament, held from 10-23 November 2025 at the National Tennis Centre.

The distributor has established a social media presence on Instagram and Facebook under the handle @AlfaRomeoMY for updates and information.

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Photo credits: Alfa Romeo Malaysia