The story goes that Henry Ford used to doff his hat when he saw an Alfa Romeo pass, and the first time Enzo Ferrari managed to beat an Alfa he cried like a baby. The company has come through a century of history, contributing many memorable pages to the history of the motorcar.
Alfa Romeo's 96 years of existence encompass some of the most important chapters in motoring history. It is a story of passion, personalities, races and obviously the cars that stand as technological and sporting milestones of the 20th century. A brand such as Alfa Romeo is the sum of all these parts, and also of the work and professional pride of the thousands of people: engineers, workers and managers who have succeeded one another in its factories and offices and on the racing track.
Alfa Romeos are still not made for people who believe driving is boring and see cars only as a means of getting from A to B. They are built to transcend the essential and enter the realm of emotion. They embody aesthetic taste, a passion for sophisticated engineering, the pleasure of sitting behind a driving wheel and the desire to express one's own personality.
We'll be taking a more detailed look at the aspects that form part of the Alfa genetic make up, so as to understand from where the Alfa Romeo legend stemmed and also what the future will hold for the Italian manufacturer.
Alfa Romeo's story is one of endearing passion, from 1910 to today: the evolution of a brand that has always been unmistakable. The perception of Alfa Romeo is a parallel journey through the evolution of Italian and international customs. Alfa Romeo has always been portrayed in books and films, as an object of desire, a status symbol, an image of beauty and Italian expression.
The word Alfa (Anonima Lombarda Fabbrica Automobili) is an entire programme, or rather, the clear explanation of a programme. It designates the first letter of the alphabet, the symbol of a starting point, the beginning of something, a new myth taking shape.
Founded in 1910, by Cavalier Ugo Stella and later bought by Nicola Romeo in 1920, Alfa started producing a series of models that soon helped it to become competitive on the market and stand out for their performance and drivability.
One can describe Alfa Romeo as a legendary brand and a contagious bug. So much so that Orazio Satta, head of design from the post-war period until 1974 and father of motoring gems such as the 1900 and the Giulietta among others, fittingly describes the brand as not simply a car manufacturer:
"Alfa Romeo cars are something more than ordinary, conventional cars. It is a type of illness; this enthusiasm for what is essentially a means of transport. It is a way of life, a very particular way of conceiving a vehicle with an engine. Something that defies definition. Its elements are like those irrational parts of the human spirit that cannot be explained using logical terminology. We are talking about a feeling, a passion, things that have more to do with the heart. Naturally some of these elements are simply mechanical, and so are fairly easy to identify. They are concepts generated from racing, where excellence is indispensable."
Alfa Romeo's position as a status symbol has been further underlined throughout the years by the many appearances that Alfa vehicles have enjoyed in Hollywood films. From the appearance of the Spider in Dustin Hoffmann's, The Graduate, to the Giulietta featured in the movie Travels with Anita starring Goldie Hawn and Giancarlo Giannini. One must also mention the Giulia featured as a police car in chases and getaways in the The Italian Job starring Michael Kaine.
The passion that is at the heart of the Alfa Romeo brand is a legacy that greatly transpires in recent models, with the Alfa 156 being voted Car of the Year in 1998, the Alfa 147 winning the Golden Steering Wheel award in 2000 and then receiving the accolade of Car Of The Year in 2001. These awards greatly reinforced the fact that Alfa Romeo cars are not only synonymous with style and elegance, but also with technological innovation and unparalleled driving pleasure.
Alfa Romeo nowadays boasts a line-up of cars which are the envy of many manufacturers. Labelling the New Alfa 159, Brera, Alfa 147 and Alfa GT as beautiful cars is merely an understatement. These vehicles are built to transcend the essential and to enter the realm of emotion. They embody aesthetic taste, a passion for sophisticated engineering, the pleasure of sitting behind a driving wheel and the desire to express one's own personality
More information on Alfa Romeo and its model line-up can be acquired by calling 2382-3200 or by visiting the Alfa showroom, in Valley Road, Birkirkara.