Alfa Romeo is about to launch its new medium-sized car as it takes on the BMW 3 series and other rivals, but industry analysts warn the iconic Italian company’s projected sales figures are way above average predictions.

The Guilia has petrolheads panting, and eight more new models are expected by 2018 for a minimum five billion euro investment as owner Fiat Chrysler rolls out its long-awaited revival of the brand.

However analysts say the revival will burn capital and has no chance of making a profit through the first product cycle, especially as Alfa has little market presence outside Europe.