It will never be able to compete with BMW's 3 series because Alfa has yet to make a car that is as mechanically reliable as the Bavarian's cars.
Great designs - but they're not the most trustworthy cars. My father had an Alfa. It spent more time in the workshop than on the road. One of my friends here has never had anything else, and she could have just about started renting space from her mechanic.
They look nice. They're not as sound as the BMW's though.
And what year was that Alfa? Yes, Alfa Romeo's have to prove their reliability, but so does Jaguar, whose XE is a new comer to this group as well. The more the merrier---3 series, C Class, A4, ATS, IS, Q50/60, XE, and now this Alfa Giulia. BMW has been lagging behind in their handling capability, something that they are well known for. This Alfa brings "emotion", which is what they are well known for. Let's see if they can bring the reliability up to BMW standards (probability not on first yr cars).
Also, look not just as the Alfs per se, but of a chassis that may underpin the next Challenger/Charger.