Alfa Romeo: il Ritorno

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.

The mark of luxury & performance

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).

Don Enzo Ferrari: Alfa driver & race team chief

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.

Quadrifoglio Verde: Original mark of performance

Alfa Romeo: Former ruler of the road & track

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).

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'

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.

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

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.

4C: Future four cylinder road ruler

4C: Future four cylinder track torcher

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.

Vivere.Amare.Guidare.

Ciao!

@

Ferrari: Italiano Puro

Benvenuti amici!

As mentioned in our last blog entry, FIAT S.p.A. has officially gone global. Every move the company, led by John Elkann & Sergio Marchionne, makes causes shockwaves through the automotive community and is covered by every news outlet. The latest move to rock the FIAT world is the resignation of Ferrari Chairman, don Luca di Montezemolo. His resignation comes only five months after the resignation of Stefano Domenicali, Ferrari's former Formula One (F1) Chief. Domenicali resigned as a direct result the failure of Team Ferrari to secure a title since 2007 as well as struggling to keep up with Mercedes powered competitors… steadily losing ground for four seasons. He was replaced by president & CEO of Ferrari North America, Marco Mattiacci. As unnerving as that news was, nothing could prepare Prancing Pony fans for Montezemolo's exit.

Standing on the Shoulder of a Giant

I could regurgitate everything you have, no doubt, read one hundred times in as many different places. But I prefer to tackle a statement made by don Montezemolo… namely regarding his fear Ferrari will become an American company (under the leadership of Sergio Marchionne). Is he referring to future possibilities of Ferrari creating estate coaches/station wagons? He couldn't be. The FF was introduced under the guidance of don Montezemolo. 

An AWD, utilitarian performance Italian beauty

Is he referring to Ferrari merchandise stores and Ferrari (German multinational) sneakers & other brand apparel appearing on the racks of shoe stores in USAmerican cities? No… we've had those for years. Is he referring to affordable, not exclusive, timepieces available to the general public… rather than a short list of individuals owning no fewer than five Ferraris (two of which must have been purchased new)? Of course not, Movado has been creating/selling Scuderia Ferrari sport watches for two years. I am a proud owner of one and look forward to purchasing at least one more.

Ferrari Boutique

So, to what is Montezemolo referring when he communicates a fear his beloved Ferrari... a company he's devoted most of his adult life to successfully growing… may become American? My guess has been mentioned in the same articles reporting the resignation news. Don Montezemolo is concerned with the FIATCHRYSLER New York Stock Exchange (NYSE) move. Many executives have amassed indecent mounds of currency from the vision/s of Vincenzo Lancia, Nicola Romeo, the brothers Maserati & Enzo Ferrari. All of these great men made their dreams reality.

Maserati, Romeo & Ferrari: Last Dreams Standing

As times and fortunes changed, the Agnelli family 'rescued' these coach builders from foreign clutches… allowing space for future dream-like Italian realities. Ferraris, like the other heavyweights under the FIAT S.p.A. umbrella, are the stuff of petrol head fantasy. I can understand a bit of fear & loathing at the thought of their favorite glorious brand becoming little more than a faded memory. But one would need to be blind to miss the truth… Ferrari could never lose its Italian-ness. 

Consider, for a moment, Marchionne's failed attempt at keeping Lancia on life support by rebadging Chryslers. Lancia began life as an innovative force and continued it, early after the FIAT takeover, as a rally dominator. At no time could Lancia have been successful as anything less. Marchionne proved this. With Lancia, the story has always been 'Go big or go home'.

Rally Legends

The Ferrari story is no different… 'Go big or go home'. No one… no one… in the automotive industry goes big like the Italians and it is perfectly exhibited with the Prancing Horse. Where they trade stock does nothing to change that historical fact. In a world that considers one million and counting runabouts sold as unconvincing success, raising Ferrari production to 10k from 7k is hardly diluting the exclusivity of those wonderful coaches. A few more Ferraris sold will allow the firm to continue pouring fortunes into F1, and fine street dreams, while contributing to the corporate account. This may not set well with tifosi. But, then again, boutiques & such may not have set well with il Commendatore. I mean, don Montezemolo was brought in by don Ferrari to win races not strut runways. Remember, friends, I own a Scuderia Ferrari watch. I am not disrespecting the former Chariman. I am proposing an alternate POV to the Soap Opera offered by agencies paid to create drama.

Times change, people change and business certainly changes. But true legends can never lose their glory… that includes Ferrari. The sky is not falling. Go back to dreaming & cheering.

Vivere.Amare.Guidare.

Ciao!

@