Alfa Romeo UK has announced a bold new initiative to support the growing electric vehicle market with the launch of the Alfa Romeo EV Grant. Effective immediately, the program offers a £1,500 discount across all variants of the Junior Elettrica, Alfa Romeo’s debut EV and one of the most hotly anticipated compact electric crossovers of 2024.
The incentive applies to every version of the Junior Elettrica – from the entry-level Elettrica to the range-topping 280hp Veloce and the stylish Intensa Special Series. Importantly, this grant stacks on top of existing retail offers, which include 0% APR on Personal Contract Purchase (PCP) and a complimentary EV home charger with standard installation, adding even more value for private buyers looking to make the switch.
“To underscore the commitment Alfa Romeo has in making electrification more accessible, we want to support customers with our EV Grant,” said Jules Tilstone, Managing Director of Alfa Romeo UK. “Our entire fully electric Junior range is now more appealing than ever with this incentive, which – along with our existing retail offers – will help encourage Britain’s drivers on their electric journey.”
A Compact Electric with Pure Italian DNA
The Junior marks Alfa Romeo’s bold first step into the EV segment, and it doesn’t stray far from the brand’s DNA. The compact crossover blends unmistakable Italian design with sporting intent. Two powertrains are on offer: a 156hp variant with a WLTP range of up to 255 miles, and the 280 hp Veloce, tuned for performance with a slightly reduced range of 207 miles.
Prices now start at £32,405 OTR (after the EV Grant) for the base Junior Elettrica. This model comes equipped with 18-inch diamond-cut alloy wheels, full LED lighting, and a tech-rich interior featuring a 10.25-inch Cannocchiale digital cluster, matching infotainment display with wireless Apple CarPlay™ and Android Auto™, and a host of advanced safety features including Adaptive Cruise Control and Automatic Emergency Braking.
For those seeking more flair and functionality, the Speciale trim (£34,205 with grant) adds 18-inch Petali alloys, darkened styling cues, heated front seats with massage function, a rear-view camera, and power tailgate. The infotainment suite also gains built-in satellite navigation.
The Intensa edition (£37,405 OTR) is the most refined iteration, boasting gold-accented 18-inch alloys, a glossy black body kit, and a luxurious Alcantara interior finish.
But it’s the Veloce (£40,805 OTR) that will stir the hearts of enthusiasts. Powered by a punchy 280 hp electric motor with 345Nm of torque, the Veloce comes fitted with a Torsen limited-slip differential, 380mm front brakes with four-piston calipers, recalibrated steering, and 25mm lower sports suspension, making it a true driver’s EV – arguably one of the most engaging in its class.
Strong Value for New EV Buyers
Beyond the EV Grant, Alfa Romeo is sweetening the deal for buyers with a suite of retail offers. Qualified customers can take advantage of 0% APR on PCP with a 20% deposit across Speciale, Intensa, and Veloce trims. In addition, the brand is offering a complimentary Ohme ePOD or Home Pro charger with standard installation – a package worth up to £1,045 – and an optional three-year service plan for just £199, enhancing peace of mind for new EV adopters.
| Model | OTR Price | EV Grant | New Price |
|---|---|---|---|
| Junior Elettrica | £33,905 | -£1,500 | £32,405 |
| Junior Elettrica Speciale | £35,705 | -£1,500 | £34,205 |
| Junior Elettrica Intensa | £38,905 | -£1,500 | £37,405 |
| Junior Veloce (280hp) | £42,305 | -£1,500 | £40,805 |
With the launch of this new EV Grant, Alfa Romeo is making a serious push to become a competitive player in the premium electric crossover segment. Combining characteristically Italian design with tech-rich interiors and performance-driven engineering, the Junior range looks well-positioned to tempt both loyal Alfisti and new buyers alike.
Source: Alfa Romeo