The Alfa Romeo Junior marks a significant step forward in the automotive industry by entering the B-SUV segment with advanced onboard technologies and a dual hybrid-electric powertrain. This paper begins with a brief overview of the product before examining various economic theories that analyze Alfa Romeo's strategies used for the launch of the Alfa Romeo Junior. By integrating these theories, the study offers a robust framework for understanding the challenges and opportunities associated with this launch, ultimately explaining how Alfa Romeo has optimized its market strategy. The analysis starts by contextualizing the competitive environment in which the Alfa Romeo Junior operates, characterized by an oligopolistic market structure dominated by price competition and significant entry barriers.