Alfa Romeo Military & First Responders Discount Program

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Three Alfa Romeo vehicles parked close to one another in an empty lot outside of a building. Three Alfa Romeo vehicles parked close to one another in an empty lot outside of a building.

ALFA ROMEO CELEBRATES CANADA’S HEROES

Alfa Romeo Military, First Responder, And Frontline Services Pricing Program

Who Is Eligible?

This program is our way of saying thank you to Canada’s everyday heroes in the military, first responder, and frontline services for their service to our country and communities.

Front view of an Alfa Rosso 2025 Alfa Romeo Giulia, showcasing its distinctive grille and sleek headlights.

Canadian Military Personnel

The following military personnel are eligible for Alfa Romeo exclusive discounts:*

  • Active and Veteran Service Personnel of the Canadian military and armed forces (Navy, Army, Air Force)
  • All Current Reservists of the Canadian military and armed forces

*Verifiable proof of active service or military status is required.

First Responder And Frontline Services Personnel

The following first responder and frontline services personnel are eligible for Alfa Romeo exclusive discounts:*

  • Police Officers
  • Firefighter (Full Time and Volunteer)
  • Paramedics
  • Coast Guard
  • Canadian Border Service Agents
  • Emergency Medical Responders:
    • Physicians (General Practitioner and Specialties)
    • Nurses
    • Diagnostic Technical Roles (Ultrasound, MRI, X-Ray, Medical Laboratory Technologist, etc.)

*Verifiable proof of active employment or membership in an eligible role is required.

Male and female frontline services paramedics in uniform ready for emergency healthcare services by an open ambulance.

How To Apply

Alfa Romeo dealers are at your service, and will help you every step of the way to receive your exclusive discount on the lease or purchase of a new Alfa Romeo vehicle.

Anodized Blue Metallic 2025 Alfa Romeo Giulia parked in front of a modern glass building.

Program Details

We know life can be hectic, so we’re keeping the process for getting your Alfa Romeo discount simple.

  1. Browse our vehicles and choose the one that interests you. (Please note: some restrictions apply, not all vehicles and model years are eligible. Your dealer can confirm the eligibility of your selection and suggest alternatives as needed.)
  2. Contact your preferred Alfa Romeo dealership and let them know that you are military or frontline services personnel.
  3. Bring supporting identification (including your name and your employment or military status) to your dealership.
  4. Your dealer will verify your identification, confirm the exclusive discount for the vehicle you’re interested in, set up the purchase, and help you with all the steps and paperwork.

Or, you can contact a dealership at any time, let them know you’re interested in the military and frontline services pricing, and they will help you find the Alfa Romeo vehicle you’re looking for.

Portraits of diverse frontline services and military personnel: a police officer, firefighter, EMT, soldier, and nurse.

Ready To Get Your Discount?

Connect with a local Alfa Romeo dealership now, and they will help you get behind the wheel of your new Alfa Romeo vehicle at special military, first responder, and frontline services pricing.

Contact A Dealer

Why Choose Alfa Romeo?

From racing‑inspired roots to the peak of high performance, Alfa Romeo vehicles have been making Canadian hearts race from coast to coast.
A Stelvio in blue, Tonale in red and a Guilia in blue parked on a dirt road with cloudy blue skies and trees visible behind.

Precision Performance

Whether you prefer a sporty SUV or a sleek sedan, nothing makes driver’s pulses race quite like an Alfa Romeo. With exceptional performance stats in every category, Alfa Romeo is the choice for drivers who love to be behind the wheel.
Interior of a 2025 Alfa Romeo, showcasing heated and ventilated front seats with premium leather and stitching.

Elevate Your Expectations

From thoughtfully curated interior details like leather seating or wrapped, heated steering wheels to next‑generation technology to Italian racing heritage engineering, Alfa Romeo will exceed every expectation.

Your Questions Answered

Find out more about the Canadian military, first responder, and frontline services pricing.

GENERAL PROGRAM DETAILS

  • The entire family of Stellantis brands, including Alfa Romeo, is offering discounts to Canadian military, first responder and frontline services as a way to recognize the many invaluable ways that they support our country and our communities. Offering exclusive discounts on our vehicles is our way of saying thank you for your service.

  • The first step is to contact your preferred dealership and let them know that you are a military, first responder, or frontline services personnel. They will handle everything from there, including helping you select the right vehicle, and confirming your eligibility.

  • The list of eligible Alfa Romeo vehicles varies and is subject to change without notice based on current inventory and other factors. While the majority of current model year vehicles will qualify, it is always a good idea to consult with your dealership to accurately confirm which vehicles qualify for the discount.

  • Yes, in addition to custom built new vehicle orders, you can purchase eligible vehicles directly off the dealer lot. Your dealership can confirm which vehicles are eligible for the program.

  • Each year that you remain eligible, you can purchase one vehicle using the Canadian military, first responder, and frontline services pricing.
ELIGIBILITY

  • The entire family of Stellantis brands, including Alfa Romeo, is offering Canadian military, first responder, and frontline services pricing discounts as a way to recognize the many invaluable ways that they support our country and our communities. Offering exclusive discounts on our vehicles is our way of saying thank you for your service.

  • The following people qualify for an exclusive discount on Alfa Romeo vehicles:

    • Canadian military and armed forces personnel: Active, reserve, and veterans
    • Frontline services personnel: Police, firefighters, paramedics, physicians, Canadian border services agents, and nurses


    If you are unsure whether you may qualify for a discount on Alfa Romeo vehicles, please contact your local dealership and they will be happy to help.

  • For the purposes of exclusive pricing on Alfa Romeo vehicles for Canadian first responder and frontline services, the following roles are considered eligible:

    • Police Officers
    • Firefighter (Full Time and Volunteer)
    • Paramedics
    • Coast Guard
    • Canadian Border Service Agents
    • Emergency Medical Responders:
      • Physicians (General Practitioner and Specialties)
      • Nurses
      • Diagnostic Technical Roles (Ultrasound, MRI, X-Ray, Medical Laboratory Technologist, etc.)

  • Yes they do! Please bring proof of your veteran status to your dealership, and they will take care of the rest.

  • Only active, non‑retired first responder and frontline service personnel qualify for the discount.

  • As much as we love sharing, no you may not share your military, first responder, and frontline services pricing with anyone. Only eligible military and frontline services personnel may receive the exclusive discount.
PRICING & COST

  • Instead of a fixed dollar amount or % discount on Alfa Romeo vehicles, each eligible vehicle qualifies for a specific reduction based on exclusive discount pricing. These discounts are substantial, and can be combined with other deals and special offers for even greater savings. The best way to see the total discount applied is to consult your local dealership.

  • Yes, Alfa Romeo deals and special offers occur many times throughout the year. Consult our Offers page to see the latest deals in your area.

    Discover Deals

  • Yes, you can! This will give you access to even greater savings. Your dealer can help you determine which offers and deals can be combined with your discount.

  • Yes, you can trade in your current vehicle and apply the trade‑in value to the purchase of your new Alfa Romeo vehicle in addition to your military, first responder, and frontline services discount. This will give you access to even greater savings. Your dealer can help you confirm the value of your trade‑in vehicle.

"Net Amount" includes the Manufacturer's Suggested Retail Price ("MSRP"), any current discounts and government rebates, freight, federal A/C surcharges, Green Levy and Luxury Tax surcharges (as applicable), and any finance adjustment values entered (down payment, trade-in, owe on trade). Price does not include sales tax (unless otherwise selected), insurance, registration, license, or new tire duties (in Quebec). Your dealer may charge a Luxury Tax surcharge on vehicles priced over $100,000 under the Government of Canada's Select Luxury Items Tax Act. The actual value of the Luxury Tax surcharge will be calculated based on the vehicle's final negotiated selling price (before applicable taxes), and will represent the lesser of: (i) 10% of the vehicle's selling price; or (ii) 20% of the final negotiated selling price that exceeds the $100,000 threshold. Please see your dealer or visit the Government of Canada's website for further details.

"MSRP" represents the Manufacturer's Suggested Retail Price including freight. Price does not include taxes, insurance, registration, licence and other charges, and new tire duties (in Quebec). Retailers may sell for less. See your retailer for complete details.

Offer based on "Net Amount", which represents the "Starting at" price (which includes freight, federal A/C surcharges, and Green Levy and Luxury Tax surcharges (as applicable)). Net Amount does not include sales tax (unless otherwise selected), insurance, registration, license, new tire duties (in Quebec). Your dealer may charge a Luxury Tax surcharge on vehicles priced over $100,000 under the Government of Canada's Select for further details. The actual value of the Luxury Tax surcharge will be calculated based on the vehicle's final negotiated selling price (before applicable taxes), and will represent the lesser of: (i) 10% of the vehicle's selling price; or (ii) 20% of the final negotiated selling price that exceeds the $100,000 threshold. Please see your dealer or visit the Government of Canada's website. Estimated payments, cost of borrowing and total credit charges will vary depending on down payment/trade. On approved credit on eligible retail deliveries. Retailers may sell for less. See your retailer for complete details. The APR (where applicable) is the effective interest rate which includes the Consumer Cash which lower rate financing customers forego as a cost of borrowing. For further offer details, click here.

Estimated payments based on "Net Amount", which represents the "Starting At" price (which includes freight, federal A/C surcharges, and Green Levy and Luxury Tax surcharges (as applicable)). Net Amount does not include sales tax (unless otherwise selected), insurance, registration, license, new tire duties (in Quebec). Your dealer may charge a Luxury Tax surcharge on vehicles priced over $100,000 under the Government of Canada's Select Luxury Items Tax Act. The actual value of the Luxury Tax surcharge will be calculated based on the vehicle's final negotiated selling price (before applicable taxes), and will represent the lesser of: (i) 10% of the vehicle's selling price; or (ii) 20% of the final negotiated selling price that exceeds the $100,000 threshold. Please see your dealer or visit the Government of Canada's website for further details. Estimated payments are calculated based on the difference between the residual value and the Net Amount, plus any lease finance charges. Estimated payments will vary depending on down payment/trade. On approved credit on eligible retail deliveries. Low lease kilometre limit as low as 12,000 km/year for Chrysler, Jeep®, Dodge, Ram, FIAT® and Alfa Romeo vehicles. Charge of $0.16 - $0.20 per excess kilometre will be applied to Jeep, Chrysler, Dodge, Ram, FIAT, Alfa Romeo vehicles, plus applicable taxes at lease termination. Charge of $0.20 - $0.30 per excess kilometer plus applicable taxes will be charged at lease termination for Alfa vehicles. The APR is the effective interest rate which includes the Consumer Cash which lower rate financing customers forego as a cost of borrowing. For further offer details, click here.

Offer based on 'Dealer Price' which includes any current discounts, freight, federal A/C surcharges, OMVIC/AMVIC fee (as applicable), tire levy, administration and any retailer charges, and Green Levy and Luxury Tax surcharges (as applicable). Price does not include sales tax, insurance, registration, license, or new tire duties (in Quebec). Your dealer may charge a Luxury Tax surcharge on vehicles priced over $100,000 under the Government of Canada's Select Luxury Items Tax Act. The actual value of the Luxury Tax surcharge will be calculated based on the vehicle's final negotiated selling price (before applicable taxes), and will represent the lesser of: (i) 10% of the vehicle's selling price; or (ii) 20% of the final negotiated selling price that exceeds the $100,000 threshold. Please see your dealer or visit the Government of Canada's website for further details.

"Starting At" price represents the Manufacturer's Suggested Retail Price ("MSRP"), freight, federal A/C surcharges, and Green Levy and Luxury Tax surcharges (as applicable) minus current Manufacturer Discounts (and any applicable dealer contributions) which allow the dealer to sell for less. Sales tax, insurance, registration, license, and new tire duties (in Quebec) not included. Your dealer may charge a Luxury Tax surcharge on vehicles priced over $100,000 under the Government of Canada's Select Luxury Items Tax Act. The actual value of the Luxury Tax surcharge will be calculated based on the vehicle's final negotiated selling price (before applicable taxes), and will represent the lesser of: (i) 10% of the vehicle's selling price; or (ii) 20% of the final negotiated selling price that exceeds the $100,000 threshold. Please see your dealer or visit the Government of Canada's website for further details. Manufacturer discounts may vary from time to time and may vary considerably by model, trim and engine option selected. Please see your retailer or visit Build & Price for further pricing information. Price listed is for base models. Vehicles shown may be an upgraded model. Retailers may sell for less.