Benvenuti amici!
Our two most recent blog entries were focused on the current affairs of FIAT and Ferrari, arguably the two most important brands of the FIAT Famiglia. We will continue the trend by taking a peek into the latest happenings of the other siblings from the land of the boot (Alfa Romeo, Maserati & Lancia). This week, Alfa Romeo is under the looking glass.
Alfa Romeo, founded 24 June 1910, was born in 1906 as SIAD… a Franco-Italian automobile company. SIAD never really got off the ground. The firm began experiencing financial issues early and the Italian contingency took it over renaming the company Anonima Lombarda Fabbrica Automobili (A.L.F.A.). Led by head designer, don Giuseppe Merosi, and entrepreneur, don Nicola Romeo, the firm became known as Alfa Romeo in 1920.
As is the case with many early coach builders, Alfa has its roots in racing and paved the way for other legendary automakers. In this case, we have a very specific example… don Enzo Ferrari began his career in the automobile business as a driver on the Alfa Romeo race team. In fact, Scuderia Ferrari began life as the official Alfa Romeo team (led by don Enzo).
After the exit of don Ferrari, Alfa Romeo continued to win races and build its name among the motorized elite. Don Nicola Romeo exited in 1928 and the Mussolini-led Italian government took over the company soon afterward. It was during the time the company was government held it fully established itself as a national treasure. After WWII, Alfa turned the racing world on its ear and... as is usually the case with a winning thoroughbred… a legend was in the making.
In the 1970s, despite many automotive innovations, the Alfa Romeo brand was… again… in financial trouble. The Italian government entertained many possibilities, before finally approaching FIAT. The deal seemed to go sour, and even Ford Automobiles put in a bid to purchase a percentage of Alfa, when FIAT offered a complete takeover of the brand responsible for creating a prototype for what could have been the first contemporary front wheel drive car (had the Tipo 103 seen production in the mid '50s).
The offer from FIAT S.p.A. was quite attractive to the Italian government. This would mean the Alfa Romeo brand would not be controlled by a foreign entity. Thus began a new era for the Milanese coach builder. Alfa Romeo was merged with Lancia in 1986. When one considers the historical beginnings of Alfa & its rival from Torino the merge makes a fair bit of sense. But, as time passed, Alfa Lancia Industriale S.p.A. became more of a luxury brand than track & rally luxurious gods. Unfortunately, this led to the parent company all but ceasing production of new Lancia models and reducing Alfa Romeo to essentially two models… the MiTo and the Giulietta.
Despite the MiTo, a Supermini, and the Giulietta, the small family car replacement of the 147, being stylish and innovative hatchbacks available in Quadrifoglio Verde versions, they are not captivating or performance-focused enough to carry the brand forward. To be honest, it was not until FIAT purchased Maserati, from Ferrari, that Alfa (now, partnered with the Trident) seemed to gain some promising direction.
The Elkann-Agnelli/Marchionne led FIAT had been toiling over how to best present Alfa Romeo as a global brand again. One thing, this fan believes, Alfa has always gotten right is the emphasis on tradition. A popular model from one era will often spring up at another point. The Giulietta is an example of this practice… as is the 8C Competizione. Marchionne decided this model would be available in the US, at over $250k, but too exclusive to put the brand back on the map in the way it deserved.
With the teasing & celebrating out of the way, FIAT needed to get down to the business of introducing something with the mind of the 8C & the glorious spirit of the TZ3 Corsa, albeit with a more reasonable price tag. Enter the Alfa Romeo 4C.
The 4C manages to check off all the boxes on what the Alfa brand needs. It is a true successor to the throne… a luxurious road & track coach… and priced just right. At $60k, the 4C costs considerably more than the MiTo and Giulietta. But the price tag will not discourage the sales numbers the brand desperately needs to establish it as a viable global entity and proper competitor with various German luxury sports brands.
FIAT has also hinted at a plan to follow a similar path, with Alfa Romeo, to that of its Maserati neighbor. That means at least one D-segment entry… to include a possible SUV. Considering how spot-on the flagship offering is, I am eager to see an entire range of Milanese coaches on USAmerican roads & tracks.
The future, my friends, is now.
Ciao!
@
The mark of luxury & performance
As is the case with many early coach builders, Alfa has its roots in racing and paved the way for other legendary automakers. In this case, we have a very specific example… don Enzo Ferrari began his career in the automobile business as a driver on the Alfa Romeo race team. In fact, Scuderia Ferrari began life as the official Alfa Romeo team (led by don Enzo).
Don Enzo Ferrari: Alfa driver & race team chief
Quadrifoglio Verde: Original mark of performance
Alfa Romeo: Former ruler of the road & track
Tipo 103: 'Groundbreaking coach that never was
The offer from FIAT S.p.A. was quite attractive to the Italian government. This would mean the Alfa Romeo brand would not be controlled by a foreign entity. Thus began a new era for the Milanese coach builder. Alfa Romeo was merged with Lancia in 1986. When one considers the historical beginnings of Alfa & its rival from Torino the merge makes a fair bit of sense. But, as time passed, Alfa Lancia Industriale S.p.A. became more of a luxury brand than track & rally luxurious gods. Unfortunately, this led to the parent company all but ceasing production of new Lancia models and reducing Alfa Romeo to essentially two models… the MiTo and the Giulietta.
The MiTo & Giulietta: Definition of 'Hot Hatch'
The Elkann-Agnelli/Marchionne led FIAT had been toiling over how to best present Alfa Romeo as a global brand again. One thing, this fan believes, Alfa has always gotten right is the emphasis on tradition. A popular model from one era will often spring up at another point. The Giulietta is an example of this practice… as is the 8C Competizione. Marchionne decided this model would be available in the US, at over $250k, but too exclusive to put the brand back on the map in the way it deserved.
The 8C Competizione: Worthy of the badge
The 8C 2900A: Definition of luxurious sports car
In the next few years, FIAT continued to tease us with hints at what the near future may bring (and remind us of the glorious Alfa past) with the introduction of the TZ3 Stradale, built on a Dodge Viper platform, and the TZ3 Corsa, built on an 8C platform. The nods to the Giulia TZ & Giulia TZ2 of the '60s were very limited productions meant only to celebrate 100 years of Alfa Romeo.
TZ3 Stradale & TZ3 Corsa: Road & Track Beauty
Giulia TZ: Luxury sports car
Giulia TZ2: Luxury track car
4C: Future four cylinder road ruler
4C: Future four cylinder track torcher
FIAT has also hinted at a plan to follow a similar path, with Alfa Romeo, to that of its Maserati neighbor. That means at least one D-segment entry… to include a possible SUV. Considering how spot-on the flagship offering is, I am eager to see an entire range of Milanese coaches on USAmerican roads & tracks.
The future, my friends, is now.
Vivere.Amare.Guidare.
Ciao!
@
