Alfa Romeo

History

Name

Foundation and early years

Post war

Fiat takeover

Recent developments

Return to North America

Design and technology

Technological development

Body design

• Bertone
• Giorgetto Giugiaro / Italdesign
• Pininfarina
• Zagato
• Centro Stile Alfa Romeo

• 1960s: Aerodynamics: The 116-series Giulia had a very low Cd. Toyota in particular sought to produce a similarly shaped series of vehicles at this time.
• 1970s: Fairing of bumpers: In order to meet American crash standards, Alfa Romeo formulated a design technique to incorporate bumpers into the overall bodywork design of vehicles so as to not ruin their design lines. The culmination of this design technique was the 1980s Alfa Romeo 75. The process was widely copied, particularly in Germany and Japan.
• 1980s: The Alfa Romeo 164: The design process and influence of this car is almost completely out of all proportion to previous Alfa Romeos. The 164 introduced complete CAD/CAM in the manufacturing cycle, with very little directly made by hand. In addition, the 164's styling influence continues into the present day line of modern Alfa Romeos. Most manufacturers incorporated design ideas first expressed in the 164 into their own designs, including greater reliance on on-board computers.
• 1990s: The pseudo-coupé: The Alfa Romeo 156 and 147, while four-door vehicles, represented themselves as two-doors with prominent front door handles, and less visible rear door-handle flaps. Honda has used this design style in the latest Civic hatchback, and a somewhat similar idea is also seen in the Mazda RX-8 four-seat coupé and Renault Clio V.
• 2000s: The Brera and 159: These vehicles' design, by Giorgetto Giugiaro, have proven influential in sedan and coupé styling, demonstrating that concept vehicles are often immediately translatable into road car form, providing that initial design takes place using CAD systems.1900 Sprint were the basis of the B.A.T. 5, 7 and 9. The later B.A.T. 11 was based on the 8C Competizione.
  ;1960s and 1970s – Descendants of the Tipo 33
  The Tipo 33 racing car, with its high-revving 2000 cc V8 engine became the basis for a number of different concept cars during the 1960s and 1970s, two of which ultimately resulted in production vehicles. Most made their appearances at the Auto Salon Genève. Here is a brief list:
  
  • Gandini/Bertone Carabo – Marcello Gandini expressed ideas that would come to fruition in the Lamborghini Countach.
  • Tipo 33.2 - Designed by Pininfarina using a design already known from a Ferrari concept car.
  • Gandini/Bertone Montreal Concept – making its appearance at the 1967 Montreal Expo, this Giulia-based concept resulted in the production [Alfa Romeo Montreal">Alfa Romeo 1900">1900 Sprint were the basis of the B.A.T. 5, 7 and 9. The later B.A.T. 11 was based on the 8C Competizione.
    ;1960s and 1970s – Descendants of the Tipo 33
    The Tipo 33 racing car, with its high-revving 2000 cc V8 engine became the basis for a number of different concept cars during the 1960s and 1970s, two of which ultimately resulted in production vehicles. Most made their appearances at the Auto Salon Genève. Here is a brief list:
    
    • Gandini/Bertone Carabo – Marcello Gandini expressed ideas that would come to fruition in the Lamborghini Countach.
    • Tipo 33.2 - Designed by Pininfarina using a design already known from a Ferrari concept car.
    • Gandini/Bertone Montreal Concept – making its appearance at the 1967 Montreal Expo, this Giulia-based concept resulted in the production [Alfa Romeo Montreal road car with a variant of the Tipo 33's V8 engine.
    • Bertone/Giugiaro Navajo - A fully fibreglassed vehicle, and in some ways the epitome of Giugiaro's 'Origami' style of flat planes.
    ;1980s-today – Modern ideas
    In general, concept cars for Alfa Romeo have generally become production vehicles, after some modification to make them suitable for manufacture, and to provide driver and passenger safety. The Zagato SZ, GTV and Spider, Brera and 159 are all good examples of Alfa Romeo's stylistic commitment in this direction.

    Logos

    Original logo

    Alfa Romeo's logo incorporates two heraldic devices traditionally associated with its birthplace, the city of Milan: a red cross, from the emblem of Milan, and the biscione, a big grass snake swallowing a child—emblem of the House of Visconti, rulers of the city in the 14th century.
    The logo was originally designed in 1910 by a young Italian draughtsman from the A.L.F.A. technical office, Romano Cattaneo.

    Origin

    In June 1910 the Società Anonima Darracq became Anonima Lombarda Fabbrica Automobili, and was readying its first model, the 24 HP. The board asked chief engineer Giuseppe Merosi to devise a badge for the radiator shell of the new car; Merosi turned to his collaborators. One of them, Cattaneo, was inspired by the coat of arms he had seen on the gates of Castello Sforzesco to include the biscione in the logo. Merosi liked the idea, and together with Cattaneo came up with a sketch, then approved by managing director Ugo Stella; Cattaneo was entrusted with doing the final design.
    The original badge was round, of enamelled brass, measuring in diameter, and carried already all the present day accoutrements: the red cross on a white field of Milan on the left, a green biscione on a light blue field on the right, all surrounded by a blue ring inscribed with the words "ALFA" at the top and "MILANO" at the bottom. In honour of the King of Italy, the two words were separated by two figure-eight knots—named Savoy knots in Italian, and symbols of the then-reigning House of Savoy. Originally solid brass, the lettering was changed to white enamel in 1913. In 1918, after the company had been bought by Nicola Romeo, the wording "ALFA" was replaced with "ALFA-ROMEO".
    In 1925, to commemorate the victory of the Alfa Romeo P2 in the inaugural World Manufacturers' Championship of 1925, a silver metal laurel wreath was added around the badge, used until 1982. The addition of the wreath had enlarged the badge to diameter; in 1930 it was reduced back to.

    Post-war evolution

    In 1946, after the abolition of the monarchy and proclamation of the Italian Republic, the figure-eight knots of the Savoy were replaced with two curvy lines. Concurrently the badge was completely redesigned, and further reduced in size to, a diameter unchanged ever since. Made of stamped steel, the new badge bore the traditional elements—the scripts, the cross, a newly stylized biscione and a thin laurel wreath—embossed in antique silver, over a uniform Alfa Red background, which had replaced the blue, white and light blue fields. This red-and-metal badge was used until 1950, when the company switched back to a traditionally enamelled and coloured one; in 1960 the badge was changed from brass to plastic, without substantial differences in design.
    At the beginning of the 1970s the all-new Alfa Romeo Pomigliano d'Arco plant was completed. When in 1972 the Alfasud produced there became the first Alfa Romeo passenger car manufactured outside Milan, the word "Milano", the curved lines and the hyphen between "Alfa" and "Romeo" were eliminated from the badge on all Alfa Romeos. At the same time it was redesigned, most notably acquiring a modernised biscione and type face.
    After a mild restyling in 1982, which deleted the wreath and changed lettering and all chrome details to gold, this iteration of the badge remained in use until 2015.

    2015 redesign

    On 24 June 2015, 105th anniversary of the company, a new logo was unveiled at a press event at the Alfa Romeo Museum; together with the Alfa Romeo Giulia as part of the brand's relaunch plan. The redesign was carried out by Robilant Associati, who had previously reworked several other Fiat Group logos—including Fiat Automobiles' and Lancia's.
    The logo colors have been reduced from four to three: the green of the biscione, the red of the cross, and the dark blue of the surrounding ring. Other changes are a new serif type face, and the absence of the split white and light blue fields, replaced by a single silver textured background.

    The Quadrifoglio logo

    Since 1923, the quadrifoglio logo has been the symbol of Alfa Romeo racing cars and since WWII, it has also been used to designate the higher trim models of the range. The quadrifoglio is usually placed on the side panels of the car, above or behind the front wheels—on the front wings in the case of modern vehicles. The logo consists of a green cloverleaf with four leaves, contained with a white triangle.

    History of the emblem

    The quadrifoglio has been used on Alfa Romeo cars since the death of Ugo Sivocci in 1923. As a friend of Enzo Ferrari, Sivocci was hired by Alfa Romeo in 1920 to drive in the four-man works team—Alfa Corse—with Antonio Ascari, Giuseppe Campari, and Enzo Ferrari. Sivocci was thought to have enormous experience, but often hampered by bad luck and considered the eternal second-placer. To banish his bad luck, when the Targa Florio came around, the driver painted a white square with a green four-leaf clover in the centre of the grille of his car. Sivocci had immediate success, crossing the finish line first. The quadrifoglio subsequently became the symbol of the racing Alfa Romeos with the victory at the Targa Florio. Almost as if to prove the magic effects of this symbol, Sivocci was killed while testing Merosi's new P1 at Monza, a few months after winning the Targa Florio. The Salerno driver's P1, which went off the track on a bend, did not have the quadrifoglio. Since this period in 1923, the bodies of Alfa Romeo racing cars have been adorned with the quadrifoglio as a lucky charm. The white square was replaced with a triangle in memory of Ugo Sivocci.
    

    Modern usage

    The first road car to bear the quadrifoglio was the 1963 Alfa Romeo Giulia TI Super, a variant of the Giulia saloon car devised for competition but put regularly on sale; it had green four-leaf clovers on its front wings, without the triangle.
    In the 1970s "Quadrifoglio Verde" or "Green Cloverleaf" became the trim level for each model's sportiest variant, equipped with the most powerful engine. The Alfasud, Sprint, 33, 75, 164 and 145 all had Quadrifoglio Verde versions.
    Also in the 1970s and through the 1980s golden four-leaf clover badges were used to denote the most luxurious and well-equipped variants of Alfa Romeo cars, named "Quadrifoglio Oro" or "Gold Cloverleaf".
    The Alfasud, Alfetta, Alfa 6, 90 and 33 had Quadrifoglio Oro versions.
    In recent times the quadrifoglio was revived on the 2007 Alfa Romeo 8C Competizione and Spider sports cars. With the current Alfa Romeo MiTo and Giulietta the Quadrifoglio Verde was reinstated as the sportiest trim level in the range, and green four-leaf clovers on the front wings are once again the hallmark of high-performance Alfa Romeos.
    Alfa Romeo's 2016 sport sedan, the all-new Giulia, was launched first in Quadrifoglio trim before the release of the base models. Starting with the high-end model wearing that historic signature emblem.

    Motorsport

    Alfa Romeo has been involved with motor racing since 1911, when it entered two 24 HP models in Targa Florio competition. Alfa Romeo won the first World Manufacturers' Championship in 1925 and the first AIACR European Championship in 1931 and it scored wins at many races and motoring events such as Targa Florio, Mille Miglia and Le Mans. Great success continued with Formula One, when Alfa Romeo won the first World Formula One Championship in 1950 and won the second Formula One Championship in 1951. The company also won international championships in Prototypes, Touring and Fast Touring categories in the 1960s and 1970s. Private drivers also entered some rally competitions, with good results. Alfa Romeo has competed both as a constructor and an engine supplier, via works entries Alfa Corse, Autodelta and private entries. Alfa Romeo's factory racing team was outsourced to Enzo Ferrari's Scuderia Ferrari between 1933 and 1938. Drivers included Tazio Nuvolari, who won the 1935 German Grand Prix at the Nürburgring.
    Alfa Romeo have been in a technical partnership with the Sauber F1 Team since 2018 and are competing in the 2020 Formula One World Championship as Alfa Romeo Racing.
    Alfa Romeo has won 5 FIA European Formula 3 Championships and 5 FIA European Formula 3 Cups with the support from the Alfa Romeo Stable Euroracing who created motor for the Formula 3 championship, and with the support of Italian motor company Novamotor which work in the Formula 3 competition

    Production

    In the 1960s, the main Alfa Romeo factory was moved from inside Milan to a very large and nearby area extending over the municipalities of Arese, Lainate and Garbagnate Milanese. However, since then the factory was moved to Arese, as the offices and the main entrance of the area were located there.
    In the late 1960s, a number of European automobile manufacturers established facilities in South Africa to assemble right hand drive vehicles. Fiat and other Italian manufacturers established factories along with these other manufacturers, Alfa-Romeos were assembled in Brits, outside Pretoria in the Transvaal Province of South Africa. With the imposition of sanctions by Western powers in the 1970s and 1980s, South Africa became self-sufficient, and in car production came to rely more and more on the products from local factories. This led to a remarkable set of circumstances where between 1972 and 1989, South Africa had the greatest number of Alfa Romeos on the road outside of Italy. Another astonishing fact is that the Alfa Romeos Brits plant was used from March 1983 until 1985 to build Daihatsu Charades for local consumption, but also for export to Italy in order to skirt Italian limits on Japanese imports.
    In late 1985, with the impending Fiat takeover and an international boycott of the South African Apartheid government, Alfa Romeo withdrew from the market and closed the plant.
    During the 1990s, Alfa Romeo moved car production to other districts in Italy. The Pomigliano d’Arco plant produced the 155, followed by the 145 and the 146, while the Arese plant manufactured the SZ and RZ sports cars, the 164, the new Spider and the GTV. The 156 was launched in 1997, and became quite successful for Alfa Romeo; in 1998 it was voted "Car of the Year". The same year a new flagship, the 166 was launched. At the beginning of the third millennium, the 147 was released, which won the prestigious title of "Car of the Year 2001". In 2003 the Arese factory was closed while only having some offices and the Alfa Romeo Historical Museum.

    Automobiles

    Current models

    ;Alfa Romeo Giulietta
    The Giulietta is a five-door, small family car officially revealed at the 2010 Geneva Motor Show. It replaced the 147.
    ;Alfa Romeo 4C
    The 4C is a small, lightweight rear wheel drive two seater sports car available in coupe and convertible body styles. The car was unveiled as concept car at the 81st Geneva Motor Show in 2011. The production version was launched to the European market at the 83rd Geneva Motor show in 2013 and was launched to the American market at the Los Angeles Motor show at the end of November 2013.
    ;Alfa Romeo Giulia
    The new Giulia was unveiled to the press at the Museo Storico Alfa Romeo in Arese, on 24 June 2015. This coincided with the company's 105th anniversary and saw the introduction of a revised logo. Sales were about 34,000 examples per year, then fell to 20,000 per year.
    ;Alfa Romeo Stelvio
    The Stelvio was unveiled at the 2016 Los Angeles Auto Show. The Stelvio is Alfa Romeo's first production SUV that competes in the same category as the Porsche Macan, Jaguar F-Pace, Audi Q5, Mercedes-Benz GLC and BMW X3. It is current top Alfa sales with less than 40,000 examples per year.

    Historic models

    	Road cars	Racing cars
    1910	1910–1920 24 HP 1910–1911 12 HP 1911–1920 15 HP 1913–1922 40–60 HP	1911 15 HP Corsa 1913 40–60 HP Corsa 1914 Grand Prix
    1920	1921–1922 20–30 HP 1920–1921 G1 1921-1921 G2 1922–1927 RL 1923–1925 RM 1927–1929 6C 1500 1929–1933 6C 1750	1922 RL Super Sport 1923 RL Targa Florio 1923 P1 1924 P2 1928 6C 1500 MMS 1929 6C 1750 Super Sport
    1930	1931–1934 8C 2300 1933-1933 6C 1900 1934–1937 6C 2300 1935–1939 8C 2900 1939–1950 6C 2500	1931 Tipo A 1931 8C 2300 Monza 1932 Tipo B 1935 Bimotore 1935 8C 35 1935 8C 2900A 1936 12C 36 1937 12C 37 1937 6C 2300B Mille Miglia 1937 8C 2900B Mille Miglia 1938 308 1938 312 1938 316 1938 158 1939 6C 2500 Super Sport Corsa
    1940		1948 6C 2500 Competizione
    1950	1950–1958 1900 1951–1953 Matta 1954–1962 Giulietta 1958–1962 2000 1959–1964 Dauphine	1951 159 1952 6C 3000 CM
    1960	1962–1968 2600 1962–1976 Giulia Saloon 1963–1967 Giulia TZ 1963–1977 Giulia Sprint 1963–1966 Giulia Sprint Speciale 1965–1967 Gran Sport Quattroruote 1965–1971 GTA 1963–1965 Giulia Spider 1966–1993 Spider 1967–1969 33 Stradale 1967–1977 1750/2000 Berlina	1960 Giulietta SZ 1963 Giulia TZ 1965 GTA 1965 Tipo 33 1968 33/2 1969 33/3
    1970	1970–1977 Montreal 1972–1983 Alfasud 1972–1984 Alfetta saloon 1974–1987 Alfetta GT/GTV 1976–1989 Alfasud Sprint 1977–1985 Nuova Giulietta 1979–1986 Alfa 6	1972 33/4 1973 33TT12 1976 33SC12 1979 177 1979 179
    1980	1983–1994 33 1984–1987 Arna 1984–1987 90 1985–1992 75 1987–1998 164 1989–1993 SZ/RZ	1982 182 1983 183 1984 184 1985 185
    1990	1992–1998 155 1994–2000 145 1995–2000 146 1993/4–2004 GTV/Spider 1996–2007 156 1996–2007 166	1992 155 GTA 1993 155 V6 TI 1998 156 D2 1999 GTV Cup 2002 156 GTA Super 2000 2003 156 Super 2000
    2000	2000–2010 147 2007–2009 8C Competizione 2008–2010 8C Spider 2003–2010 GT 2005–2010 Brera 2004–2011 159 2006–2010 Spider 2008–2018 MiTo	2003 147 GTA Cup

    Carabinieri and Italian government

    In the 1960s, Alfa Romeo became famous for its small cars and models specifically designed for the Italian police and Carabinieri ; among them the "Giulia Super" and the 2600 Sprint GT. The colours of the Alfa Romeos used by the Polizia were/are green/blue with white stripes and writing, known as "Pantera", enhancing the aggressive look of the cars, while the Carabinieri Alfas are dark blue with white roofs and red stripes, known as the "Gazzella" denoting the speed and agility of these "Pattuglie". However, the term "Pantera" became used interchangeably and the image helped create a no-nonsense, determined and respected perception by the general public of the men that drove these cars, true to their history.
    Flying Squad "Panther" 1971 Alfa Giulia Super
    Since then, Alfa Romeos remain the chosen mount of the Carabinieri, Polizia Autostradale, Guardia di Finanza and the conventional police service. Successively, the following Alfa Romeo cars have found favour for Italian police and government employment
    Since the 1960s, the Italian Prime Minister has used Alfa Romeos as preferred government limousines. The 164 and 166 have found particular employment in the last two decades.

    Trucks and light commercial vehicles

    In 1930 Alfa Romeo presented a light truck in addition to heavy LCVs based on Büssing constructions. In the Second World War Alfa Romeo also built trucks for the Italian army and later also for the German Wehrmacht. After the war, commercial motor vehicle production was resumed.
    In co-operation with FIAT and Saviem starting from the 1960s different light truck models were developed.
    The production of heavy LCVs in Italy was terminated in 1967. Heavy trucks continued to be built for a few years in Brazil by Alfa Romeo subsidiary Fábrica Nacional de Motores under the name FNM. The last Alfa Romeo vans were the Alfa Romeo AR6 and AR8, rebadged versions of Iveco Daily and Fiat Ducato. The company also produced trolleybuses for many systems in Italy, Latin America, Sweden, Greece, Germany, Turkey and South Africa. Later, Alfa Romeo concentrated only on passenger car manufacturing.
    ;LCVs
    
    • Alfa Romeo Romeo
    • Alfa Romeo Romeo 2
    • Alfa Romeo Romeo 3
    • Alfa Romeo A11/F11
    • Alfa Romeo A12/F12
    • AR8
    • AR6
    • Alfa Romeo F20
    ;Trucks
    
    • Alfa Romeo 50 "Biscione" / 80
    • Alfa Romeo 85 / 110
    • Alfa Romeo 350
    • Alfa Romeo 430
    • Alfa Romeo 450/455
    • Alfa Romeo 500
    • Alfa Romeo 800
    • Alfa Romeo 900
    • Alfa Romeo 950
    • Alfa Romeo Mille
    • Alfa Romeo A15
    • Alfa Romeo A19
    • Alfa Romeo A38
    FI 711.2 OCREN trolleybus on the Naples ANM trolleybus system
    trolleybus for CTP Napoli, with the iconic Alfa Romeo badge in the centre
    ;Buses
    
    • Alfa Romeo 40A
    • Alfa Romeo 80A
    • Alfa Romeo 85A
    • Alfa Romeo 110A
    • Alfa Romeo 140A
    • Alfa Romeo 150A
    • Alfa Romeo 430A
    • Alfa Romeo 500A
    • Alfa Romeo 800A
    • Alfa Romeo 900A
    • Alfa Romeo 902A
    • Alfa Romeo 950A
    • Alfa Romeo Mille
    ;Trolleybuses
    
    • Alfa Romeo 110AF
    • Alfa Romeo 140AF
    • Alfa Romeo 800AF
    • Alfa Romeo 900AF
    • Alfa Romeo Mille AF

      Other production

    Although Alfa Romeo is best known as automobile manufacturer it has also produced commercial vehicles of various size, railway locomotives, tractors, buses, trams, compressors, generators, an electric cooker, marine and aircraft engines.

    Aircraft engines

    An Alfa engine was first used on an aircraft in 1910 on the Santoni-Franchini biplane. In 1932 Alfa Romeo built its first real aircraft engine, the D2, fitted to Caproni 101 D2. In the 1930s when Alfa Romeo engines were used for aircraft on a larger scale; the Savoia Marchetti SM.74, Savoia-Marchetti SM.75, Savoia-Marchetti SM.79, Savoia Marchetti SM.81 and Cant Z506B Airone all used Alfa Romeo manufactured engines. In 1931, a competition was arranged where Tazio Nuvolari drove his Alfa Romeo 8C 3000 Monza against a Caproni Ca.100 airplane. Alfa Romeo built various aircraft engines during the Second World War; the best known was the RA.1000 RC 41-I Monsone, a licensed version of the Daimler-Benz DB 601. This engine made it possible to build efficient fighter aircraft like the Macchi C.202 Folgore for the Italian army. After the Second World War Alfa Romeo produced engines for Fiat, Aerfer and Ambrosini. In the 1960s Alfa Romeo mainly focused upgrading and maintaining Curtiss-Wright, Pratt & Whitney, Rolls-Royce and General Electric aircraft engines. Alfa Romeo also built Italy's first turbine engine, installed to the Beechcraft King Air. Alfa Romeo's Avio division was sold to Aeritalia in 1988, from 1996 it was part of Fiat Avio. Alfa Avio was also part of developing team to the new T700-T6E1 engine to the NHI NH90 helicopter.

    Marine engines

    Alfa Romeo also produced marine engines. The first marine engine was produced in 1929. Later, for three consecutive years: 1937-1938-1939 with remarkable affirmations, Alfa Romeo demonstrated its constructive efficiency by contributing to the development of marine engines.
    
    • 12 cyl 121,710 km/h

      Aero-engines

    • Alfa Romeo D2
    • Alfa Romeo 110
    • Alfa Romeo 115
    • Alfa Romeo 121
    • Alfa Romeo 125
    • Alfa Romeo 126
    • Alfa Romeo 128
    • Alfa Romeo 135
    • Alfa Romeo Lynx
    • Alfa Romeo Mercurius
    • Alfa Romeo RA.1000
    • Alfa Romeo RA-1050
    • Alfa Romeo R.C.10
    • Alfa Romeo R.C.34
    • Alfa Romeo R.C.35
    • Alfa Romeo AR.318

      Marketing and sponsorship

    During the years Alfa Romeo has been marketed with different slogans like: "The family car that wins races" used in the 1950s in Alfa Romeo 1900 marketing campaign, "racing since 1911" used on most 1960s Alfa advertisements, In the 1970s the Alfa Romeo 1750 GTV was marketed as "if this kind of handling is good enough for our racing cars, it's good enough for you." The Giulia Sprint GTA was marketed as "The car you drive to work is a champion".
    More recent slogans used are "Mediocrity is a sin", "Driven by Passion", "Cuore Sportivo", "Beauty is not enough" and present day "Without heart we would be mere machines". Also other more recent ones are: "It's not a car, it's an Alfa Romeo.", one of them after a couple argue in Italian.
    As part of its marketing policy, Alfa Romeo sponsors a number of sporting events, such as the Mille Miglia rally. It has sponsored the SBK Superbike World Championship and Ducati Corse since 2007, and the Goodwood Festival of Speed for many years, and was one of the featured brands in 2010 when Alfa Romeo celebrated its 100th anniversary. The Alfa Romeo Giulietta has been used since Monza 2010 race as the safety car in Superbike World Championship events. Alfa Romeo has been also shirt sponsor of Eintracht Frankfurt football club in period between 2013 and 2016.
    In 2002, Alfa Romeo I, the first Alfa Romeo super maxi yacht was launched. It finished first in at least 74 races including the 2002 Sydney—Hobart Race. Alfa Romeo II, commissioned in 2005, measures LOA. It set a new elapsed-time record for monohulls in the 2009 Transpac race, of 5 days, 14 hours, 36 minutes, 20 seconds It finished first in at least 140 races. In mid-2008 Alfa Romeo III was launched for competitive fleet racing under the IRC rule. Alfa Romeo III measures LOA and features interior design styled after the Alfa Romeo 8C Competizione.
    The BBC motoring show Top Gear repeatedly argued the significance of owning an Alfa Romeo car as a car enthusiast, stating that "You can't be a true petrolhead if you have never owned/or wanted to own an Alfa Romeo". Presenters Jeremy Clarkson, Richard Hammond and James May continuously praised Alfas for their beauty and driving characteristics even though Italian cars had a long-term bad reputation for unreliability. They argued that you build a personal relationship with the car despite all of its mechanical faults. Both Clarkson and May have previously owned Alfas and both have stated that they regretted selling their Alfas the most.
    As part of its U.S. relaunch, Alfa Romeo ran three commercials during Super Bowl LI; the brand was the sole marque advertised by FCA during the game, after exclusively focusing on its Jeep brand at Super Bowl 50.
    In February 2013, Alfa Romeo sponsored University of St Andrews FS fashion show which saw luxury fashion designer Luke Archer and milliner George Jenkins win with their Alfa Romeo inspired garments.