The commercial trajectory of the Alfa Romeo 90 was marked by extremely aggressive competition. It was
launched to combat established German market models such as the BMW 3 Series (E30), the Mercedes-Benz 190E,
and the Audi 80. Furthermore, the sedan competed directly with the modern models that shared the new "Tipo
Quattro" platform of the Fiat-Svenska group, such as the Lancia Thema, the Fiat Croma, and the Saab 9000.
Faced with rivals featuring much more aerodynamic and modern body lines, the Alfa 90's straight and
traditional design found difficulties conquering the European corporate market.
However, the biggest obstacle to the Alfa 90's success came from within the brand itself. The launch of the
Alfa Romeo 75 in 1985 — which utilized strictly the same engines and suspension, but wore bodywork with a
much younger, aggressive, and dynamic design — cannibalized sales of its larger sibling. The vast majority
of "Alfistas" (as brand enthusiasts are known) ignored the Alfa 90 in favor of the sporty appeal of the Alfa
75. To try to mitigate weak retail sales, Alfa Romeo relied on state fleets in Italy. The sedan was acquired
on a large scale by the government, becoming a legendary police vehicle in the hands of the Polizia di Stato
(State Police) and the Carabinieri during the late 1980s.
Among the rarities associated with the model, a station wagon body project commissioned in 1985 by the
Italian motoring magazine Auto Capital to the prestigious Carrozzeria Marazzi stands out. Although the
design presented good line integration and used taillights from the Fiat Uno to cut costs, the project did
not obtain approval for commercial production, with only two physical units manufactured worldwide.
For the German market, the brand even developed a special limited series under the name "Alfa 90 Campione".
Equipped with a 2.5-liter V6 engine of 158 hp (a slightly recalibrated variation), this model featured as a
differentiator a considerably stiffer suspension setting to optimize dynamic behavior on the country's
high-speed highways.
In July 1987, after a cumulative production of only 56,428 cars in Arese, the automaker deactivated the Alfa
90 assembly lines. The model was officially succeeded by the revolutionary Alfa Romeo 164, which was
developed on the "Tipo Quattro" front-wheel-drive platform shared with Fiat and Lancia, definitively ending
the cycle of classic executive sedans with rear transaxle transmission from the brand.