Alfa & BMW are very different cars appealing to very different people. I do 30,000 miles a year, I don't have much money to throw at cars, so I drive a 7 year old 156 diesel. Yes, it's a quick car (in its current guise), will do over 140mph, and has never dipped below 40mpg. My brother drives an 8 year old BMW 328i. It does 27mpg, which is a killer, but in all other respects it's a better car than mine.
Reliability - Same (no breakdowns)
Servicing - Same (he does his own, I do my own)
Handling - The BMW is leagues ahead of the 156 (I've had a few BMW's, they all are).
Engines - My 156 is a better all-rounder than his 328i (until he gets over 500rpm that is).
Comfort - The BMW is as cramped inside, better finished, but blander. His boot space is crap too!
Horses for courses - I'm not a fan of the current BMW design offerings - but as regards package & build quality, Alfa doesn't come close. Should they, at the price?