Quiet return: Charting a new course for Jeep and Alfa Romeo
11 Mar 2026|88 views
In its own way, the latest steward of Jeep and Alfa Romeo in Singapore has clear visions for the two recently embattled brands. But duking it out with the biggest names in the automotive business for top sales honours is not one of them.
"We want to grow with [the brands]," William Tan, General Manager of Red Rock & Rosso Motor (RRR Motor), asserts clearly, before adding quickly: "But we don't have the ambition to grow like a big mass-market brand."
Now under the stewardship of RRR Motor, Jeep and Alfa Romeo share a new home located with Gillman Barracks' The Southern Depot
To get you up to speed, RRR Motor entered the picture a few months after Komoco-backed Capella Auto announced it was relinquishing distributorship of Alfa Romeo and Jeep in February 2025. Since neither brand had enjoyed particularly strong reception among Singaporean drivers prior to their split from Komoco, their fate on our shores had also seemed rather tenuous then.
To the average car buyer (or indeed the average-r motoring journalist), then, the sudden move by a fresh player to start distributing both brands would have likely induced befuddlement. Why shoulder the weight of two names that have - for a long time now - found difficulty finding new homes?
The answer by the team, as it turns out, is a relatively noble and simple one: To keep the flame going for two undeniable icons of the auto industry, with histories far pre-dating the driving licenses of Singaporean drivers alive today.
"It's very funny to see two brands in our showroom actually. They are very different from one another," William admits.
"But I think, on the other hand, for this niche market segment, [customers] are very attached... The kind of passion they have - it's the same level, just in different directions. So we are trying to keep them alive and keep them engaged." Noting that the global parent of the two brands, Stellantis Group, has the same vision, he continues: "These are two of their more storied brands, iconic brands - with history, with heritage. And we don't want to see them just disappear into thin air."
Strategic tie-ups with other lifestyle-oriented brands are a key focus for the RRR Motor team. In RRR Motor lounge, customers can enjoy artisanal coffee from homegrown coffee chain, Kyukei Coffee
Constraint breeding creativity and new opportunity
Since the targets at RRR Motor are ostensibly rooted in brand preservation than in aggressive expansion, so too does the atmosphere surrounding their reintroduction feel different. Much of this half-conciliatory, half-hopeful tone, you get the sense, has come from the top.
In case its location within Gillman Barracks' The Southern Depot hasn't made it clear enough, RRR Motor shares strong ties to DIDI Lifestyle group, the brainchild of Malaysian businessman, Goh Kian Sin. The group is the official distributor of Vespa and Piaggo motorcycles, as well as Mondraker mountain bikes in Singapore.
RRR Motor, unsurprisingly, is linked to DIDI Lifestyle Group, which distributes varied two-wheeler brands including Vespa and Mondraker in Singapore (Pictures taken at launch of The Southern Depot in March 2024)
On the surface, those two-wheelers may share little in common with a car brand known for its racing history, and another brand known for some of the toughest offroaders on the planet. But dig deeper and the overlaps become clearer. "[Jeep and Alfa Romeo] are more than just A to B brands. There's a lifestyle element attached to these two brands," William shares, noting that the team is now attempting to appeal to both customer bases.
Its space itself within The Southern Depot is already emblematic of the fact. For starters, RRR Motor's immediate neighbours are not BMW and Mercedes-Benz; its co-tenants instead are a boutique gym, a brewery, a coffee lounge, and… a high-end barbecue grill showroom.
RRR Motor customers can also cross-shop at the Weber showroom next door, and even participate in grilling classes and tasting sessions at its BBQ Club
Leaning into the 'lifestyle' theme is intentional. The team cites Mr Goh's wider goal of "creating a community around here", noting that unexpected synergies can exist within these seemingly disparate concepts.
Jeep and Alfa Romeo customers, for instance, can kick back and relax at the RRR Motor Lounge lounge housed just two doors down with a cup of artisanal coffee brewed by homegrown chain, Kyukei Coffee. With Weber grills just next door, they can also participate in grilling classes - or indeed purchase a full $4,000 grill to bring home. In totality, the team invites us to think of the entire space as a "whole lifestyle hub".
Moving beyond traditional showroom setups, and even past increasingly popular new-age retail concepts, RRR Motor's location also gives the whole car buying experience its own eccentricities.
The sparsely-furnished showroom may not be to everyone's liking, but does offer quite a unique car-shopping experience
William admits that not everyone is taken in by the setup. The current showroom is sparsely laid out; effectively a lightly-fixtured, open-concept space that even used to be rented out more regularly for non-car events in its earlier days. "Some are for, some are against. [Some say], Oh, this is a very refreshing take on a showroom set up." Others have dished out less-than-kind feedback, he shares with disarming frankness.
Regardless, the team has continued to chip away slowly at it to make it feel like home for both Jeep and Alfa Romeo.
The team relates that the unique space also lends itself to a unique car delivery experience: Customers are given the option of driving their car down the corridor and out of the building (sometimes to the bemusement of diners next door)
Jeep's iconic seven-slot face is plastered on the brick-end; Alfa's unmistakable typography and 'JOINTHETRIBE' light fixture adorns the right side. Mounted high up on the central wall is a large LED display, which can display welcome videos when a customer's new car is unveiled for the first time during delivery.
Learning to work within those four (or three) walls has also brought interesting experiences that won’t be replicated elsewhere. "We give the option for the owner to drive themselves out," the team shares with us gleefully, when asked for interesting anecdotes.
"We ask them, Do you want [to have a go?] You can drive the car, we'll guide you along the way. And then some of the diners will watch the car moving out. It's quite a unique experience. I think no other dealer will give you [an experience like] this." Drivers less confident in their ability to tackle a tighter corridor still have the option of having their new rides moved to the front porch, the team makes sure to assure.
Three units of the magnificent Giulia Quadrigfolio have been earmarked for Singapore under RRR Motor; its spot here is otherwise given to delivery cars, with the LED display above showing off a special video welcoming the new owner to the tribe
Going lean for longevity
Yet you get the sense that this willingness to do things differently, and forge a different path, is exactly what might give the Jeep and Alfa Romeo brands the fuel they need to keep going in Singapore.
Acknowledging that the dealership ultimately is still in the business of making money, William shares: "One of the things is, Mr Goh [has kept] the setup really lean. So for example, using the shared services [within the DIDI Group], like HR, IT, finance. All these keep us really lean and [better enable] us to survive in this very cut-throat environment."
Working with established names in the business that share the same passion for the brands is another part of the strategy.
RRR Motor's strategic partnership with EuroAutomobile - which is responsible for servicing both Jeep and Alfa Romeo customers - keeps its setup lean while also ensuring it has an aftersales partner with extensive experience (Screenshot from official Alfa Romeo Singapore website)
Unlike the typical '3S' showroom models operated by most dealerships in Singapore, The Southern Depot serves purely as a touchpoint for customers. Servicing, on the other hand, is handled by EuroAutomobile as RRR Motor's aftersales partner.
Longtime Alfa Romeo owners, especially, should delight in this collaboration, considering that the company had held the Italian brand's dealership for nearly two decades before ceding it to Capella Auto. That's a lot of invaluable expertise, built up over precious time.
Calling it a "win-win" situation, William shares about EuroAutomobile: "They have a current setup, they have manpower, they have skillsets. So we don't need to reinvest... Because the aftersales setup and related investments are very high. So we are leveraging on each other's strengths. They help us to manage the ownership experience, we sell more cars, they get more business, and vice versa. The setup is really unique in Singapore. I think no other distributor is set up like this."
Unencumbered both by the pressure to fight it out with the Germans or by a traditional showroom space, the team instead is also focused on charting a new path forward with its most powerful resource: Existing owners.
RRR Motor is not rooted in the traditional automotive belts of Leng Kee and Ubi, where showrooms and service centres are squeezed up against each other. To upshot? Sheer space.
Speaking on the two officially-registered Alfa Romeo clubs in Singapore, both of which continue to be very active, William shares, "We're telling them, Try to make this place your base. We have ample parking, free weekend parking, free parking from 5:00pm. If you do gatherings, try to think of this place." Thus far, the clubs have also held their Christmas and gathering Chinese New Year lohei here. The same standing invitation applies to Jeep Owners' Club Singapore.
Ultimately, the team knows that a robust product lineup - especially with halo models - will be key to its success here (Pictured: Jeep Wrangler Rubicon 4-Door)
Ultimately, however, RRR Motor also knows that leaning back on the product will remain key to it finding its footing in Singapore.
For now, the Jeep brand remains focused on its bestseller and most recognised icon: The Wrangler 4-Door, which is offered in both Sahara and Rubicon variants. The Alfa Romeo lineup, on the other hand, will soon welcome its first electric model, the Junior. Set to launch in 2026, the team is hoping that that the tiny crossover will send a powerful jolt of energy into a lineup that already comprises the Tonale and Stelvio SUVs, and the drop-dead gorgeous Giulia sedan.
Especially for local petrolheads, the dealership has even made sure to bring in three units of the Giulia Quadrifoglio. The team cannot share about whether these have already been spoken for. Still, it emphasises its painstaking efforts to fight for local allocation, given that the car's sublime twin-turbo V6 is produced in limited numbers.
Tentative hope
Amidst all these efforts, the team seems more than aware that the tides could turn in either direction for both the Jeep and Alfa brands in Singapore.
"It depends a lot on Stellantis - how they are driving the brands," William admits. There's also the question of tenancy. The land under Gillman Barracks ultimately belongs to the Singapore government, and has already been earmarked for redevelopment in as little as three to five years' time. The team confesses that they haven't had the bandwidth to think so far ahead yet. For the moment, the focus remains on enhanced owner engagements, alongside new partnerships - both within and outside of the automotive space.
Nonetheless, there is a quietly fervent hope - palpable within the team - that the odds will continue to swing in the favour of the two brands here.
Our 90-minute conversation in The Southern Depot takes us through the many of the struggles it has faced thus far. But interspersed generously amongst them as well are countless moments of feverish excitement - when the team shares about the great lengths that owners go to for their cars, all out of a place of adoration.
One particular customer (so goes the story shared by William) arrived in a Toyota Corolla Altis, pointed to the Giulia on display, and said: "I want a red Giulia. This is my dream car." He also relates with enthusiasm how the Jeep club funded a 21-day adventure in China in 2025 - offroading naturally thrown into the mix - all out of a love for their own machines.
It's hard to imagine that the majority of the other thousands of Altis drivers would walk into a showroom one day and suddenly put a deposit down - no strings attached - for a new Giulia or Wrangler.
But as long as one such person exists in Singapore - and anecdotes like these suggest there certainly could be more - you get the sense that RRR Motor will be there for him or her, somehow, finding a way to keep the fire going for the two brands.
Don't forget to check out these other stories!
Editorial Picks: Compact Executive Sedans below $320k
The best colour for a Defender is Grasmere Green with mud
2025 new car registrations: BYD takes the lead decisively
In its own way, the latest steward of Jeep and Alfa Romeo in Singapore has clear visions for the two recently embattled brands. But duking it out with the biggest names in the automotive business for top sales honours is not one of them.
"We want to grow with [the brands]," William Tan, General Manager of Red Rock & Rosso Motor (RRR Motor), asserts clearly, before adding quickly: "But we don't have the ambition to grow like a big mass-market brand."
Now under the stewardship of RRR Motor, Jeep and Alfa Romeo share a new home located with Gillman Barracks' The Southern Depot
To get you up to speed, RRR Motor entered the picture a few months after Komoco-backed Capella Auto announced it was relinquishing distributorship of Alfa Romeo and Jeep in February 2025. Since neither brand had enjoyed particularly strong reception among Singaporean drivers prior to their split from Komoco, their fate on our shores had also seemed rather tenuous then.
To the average car buyer (or indeed the average-r motoring journalist), then, the sudden move by a fresh player to start distributing both brands would have likely induced befuddlement. Why shoulder the weight of two names that have - for a long time now - found difficulty finding new homes?
The answer by the team, as it turns out, is a relatively noble and simple one: To keep the flame going for two undeniable icons of the auto industry, with histories far pre-dating the driving licenses of Singaporean drivers alive today.
"It's very funny to see two brands in our showroom actually. They are very different from one another," William admits.
"But I think, on the other hand, for this niche market segment, [customers] are very attached... The kind of passion they have - it's the same level, just in different directions. So we are trying to keep them alive and keep them engaged." Noting that the global parent of the two brands, Stellantis Group, has the same vision, he continues: "These are two of their more storied brands, iconic brands - with history, with heritage. And we don't want to see them just disappear into thin air."
Strategic tie-ups with other lifestyle-oriented brands are a key focus for the RRR Motor team. In RRR Motor lounge, customers can enjoy artisanal coffee from homegrown coffee chain, Kyukei Coffee
Constraint breeding creativity and new opportunity
Since the targets at RRR Motor are ostensibly rooted in brand preservation than in aggressive expansion, so too does the atmosphere surrounding their reintroduction feel different. Much of this half-conciliatory, half-hopeful tone, you get the sense, has come from the top.
In case its location within Gillman Barracks' The Southern Depot hasn't made it clear enough, RRR Motor shares strong ties to DIDI Lifestyle group, the brainchild of Malaysian businessman, Goh Kian Sin. The group is the official distributor of Vespa and Piaggo motorcycles, as well as Mondraker mountain bikes in Singapore.
RRR Motor, unsurprisingly, is linked to DIDI Lifestyle Group, which distributes varied two-wheeler brands including Vespa and Mondraker in Singapore (Pictures taken at launch of The Southern Depot in March 2024)
On the surface, those two-wheelers may share little in common with a car brand known for its racing history, and another brand known for some of the toughest offroaders on the planet. But dig deeper and the overlaps become clearer. "[Jeep and Alfa Romeo] are more than just A to B brands. There's a lifestyle element attached to these two brands," William shares, noting that the team is now attempting to appeal to both customer bases.
Its space itself within The Southern Depot is already emblematic of the fact. For starters, RRR Motor's immediate neighbours are not BMW and Mercedes-Benz; its co-tenants instead are a boutique gym, a brewery, a coffee lounge, and… a high-end barbecue grill showroom.
RRR Motor customers can also cross-shop at the Weber showroom next door, and even participate in grilling classes and tasting sessions at its BBQ Club
Leaning into the 'lifestyle' theme is intentional. The team cites Mr Goh's wider goal of "creating a community around here", noting that unexpected synergies can exist within these seemingly disparate concepts.
Jeep and Alfa Romeo customers, for instance, can kick back and relax at the RRR Motor Lounge lounge housed just two doors down with a cup of artisanal coffee brewed by homegrown chain, Kyukei Coffee. With Weber grills just next door, they can also participate in grilling classes - or indeed purchase a full $4,000 grill to bring home. In totality, the team invites us to think of the entire space as a "whole lifestyle hub".
Moving beyond traditional showroom setups, and even past increasingly popular new-age retail concepts, RRR Motor's location also gives the whole car buying experience its own eccentricities.
The sparsely-furnished showroom may not be to everyone's liking, but does offer quite a unique car-shopping experience
William admits that not everyone is taken in by the setup. The current showroom is sparsely laid out; effectively a lightly-fixtured, open-concept space that even used to be rented out more regularly for non-car events in its earlier days. "Some are for, some are against. [Some say], Oh, this is a very refreshing take on a showroom set up." Others have dished out less-than-kind feedback, he shares with disarming frankness.
Regardless, the team has continued to chip away slowly at it to make it feel like home for both Jeep and Alfa Romeo.
The team relates that the unique space also lends itself to a unique car delivery experience: Customers are given the option of driving their car down the corridor and out of the building (sometimes to the bemusement of diners next door)
Jeep's iconic seven-slot face is plastered on the brick-end; Alfa's unmistakable typography and 'JOINTHETRIBE' light fixture adorns the right side. Mounted high up on the central wall is a large LED display, which can display welcome videos when a customer's new car is unveiled for the first time during delivery.
Learning to work within those four (or three) walls has also brought interesting experiences that won’t be replicated elsewhere. "We give the option for the owner to drive themselves out," the team shares with us gleefully, when asked for interesting anecdotes.
"We ask them, Do you want [to have a go?] You can drive the car, we'll guide you along the way. And then some of the diners will watch the car moving out. It's quite a unique experience. I think no other dealer will give you [an experience like] this." Drivers less confident in their ability to tackle a tighter corridor still have the option of having their new rides moved to the front porch, the team makes sure to assure.
Three units of the magnificent Giulia Quadrigfolio have been earmarked for Singapore under RRR Motor; its spot here is otherwise given to delivery cars, with the LED display above showing off a special video welcoming the new owner to the tribe
Going lean for longevity
Yet you get the sense that this willingness to do things differently, and forge a different path, is exactly what might give the Jeep and Alfa Romeo brands the fuel they need to keep going in Singapore.
Acknowledging that the dealership ultimately is still in the business of making money, William shares: "One of the things is, Mr Goh [has kept] the setup really lean. So for example, using the shared services [within the DIDI Group], like HR, IT, finance. All these keep us really lean and [better enable] us to survive in this very cut-throat environment."
Working with established names in the business that share the same passion for the brands is another part of the strategy.
RRR Motor's strategic partnership with EuroAutomobile - which is responsible for servicing both Jeep and Alfa Romeo customers - keeps its setup lean while also ensuring it has an aftersales partner with extensive experience (Screenshot from official Alfa Romeo Singapore website)
Unlike the typical '3S' showroom models operated by most dealerships in Singapore, The Southern Depot serves purely as a touchpoint for customers. Servicing, on the other hand, is handled by EuroAutomobile as RRR Motor's aftersales partner.
Longtime Alfa Romeo owners, especially, should delight in this collaboration, considering that the company had held the Italian brand's dealership for nearly two decades before ceding it to Capella Auto. That's a lot of invaluable expertise, built up over precious time.
Calling it a "win-win" situation, William shares about EuroAutomobile: "They have a current setup, they have manpower, they have skillsets. So we don't need to reinvest... Because the aftersales setup and related investments are very high. So we are leveraging on each other's strengths. They help us to manage the ownership experience, we sell more cars, they get more business, and vice versa. The setup is really unique in Singapore. I think no other distributor is set up like this."
Unencumbered both by the pressure to fight it out with the Germans or by a traditional showroom space, the team instead is also focused on charting a new path forward with its most powerful resource: Existing owners.
RRR Motor is not rooted in the traditional automotive belts of Leng Kee and Ubi, where showrooms and service centres are squeezed up against each other. To upshot? Sheer space.
Speaking on the two officially-registered Alfa Romeo clubs in Singapore, both of which continue to be very active, William shares, "We're telling them, Try to make this place your base. We have ample parking, free weekend parking, free parking from 5:00pm. If you do gatherings, try to think of this place." Thus far, the clubs have also held their Christmas and gathering Chinese New Year lohei here. The same standing invitation applies to Jeep Owners' Club Singapore.
Ultimately, the team knows that a robust product lineup - especially with halo models - will be key to its success here (Pictured: Jeep Wrangler Rubicon 4-Door)
Ultimately, however, RRR Motor also knows that leaning back on the product will remain key to it finding its footing in Singapore.
For now, the Jeep brand remains focused on its bestseller and most recognised icon: The Wrangler 4-Door, which is offered in both Sahara and Rubicon variants. The Alfa Romeo lineup, on the other hand, will soon welcome its first electric model, the Junior. Set to launch in 2026, the team is hoping that that the tiny crossover will send a powerful jolt of energy into a lineup that already comprises the Tonale and Stelvio SUVs, and the drop-dead gorgeous Giulia sedan.
Especially for local petrolheads, the dealership has even made sure to bring in three units of the Giulia Quadrifoglio. The team cannot share about whether these have already been spoken for. Still, it emphasises its painstaking efforts to fight for local allocation, given that the car's sublime twin-turbo V6 is produced in limited numbers.
Tentative hope
Amidst all these efforts, the team seems more than aware that the tides could turn in either direction for both the Jeep and Alfa brands in Singapore.
"It depends a lot on Stellantis - how they are driving the brands," William admits. There's also the question of tenancy. The land under Gillman Barracks ultimately belongs to the Singapore government, and has already been earmarked for redevelopment in as little as three to five years' time. The team confesses that they haven't had the bandwidth to think so far ahead yet. For the moment, the focus remains on enhanced owner engagements, alongside new partnerships - both within and outside of the automotive space.
Nonetheless, there is a quietly fervent hope - palpable within the team - that the odds will continue to swing in the favour of the two brands here.
Our 90-minute conversation in The Southern Depot takes us through the many of the struggles it has faced thus far. But interspersed generously amongst them as well are countless moments of feverish excitement - when the team shares about the great lengths that owners go to for their cars, all out of a place of adoration.
One particular customer (so goes the story shared by William) arrived in a Toyota Corolla Altis, pointed to the Giulia on display, and said: "I want a red Giulia. This is my dream car." He also relates with enthusiasm how the Jeep club funded a 21-day adventure in China in 2025 - offroading naturally thrown into the mix - all out of a love for their own machines.
It's hard to imagine that the majority of the other thousands of Altis drivers would walk into a showroom one day and suddenly put a deposit down - no strings attached - for a new Giulia or Wrangler.
But as long as one such person exists in Singapore - and anecdotes like these suggest there certainly could be more - you get the sense that RRR Motor will be there for him or her, somehow, finding a way to keep the fire going for the two brands.
Don't forget to check out these other stories!
Editorial Picks: Compact Executive Sedans below $320k
The best colour for a Defender is Grasmere Green with mud
2025 new car registrations: BYD takes the lead decisively
Thank You For Your Subscription.
Tags
Products & Services
For Owners
Quick Links
About Sgcarmart
