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Alfa Romeo: A Historic Celebration of 110 Years

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  • 6 min read

To commemorate a milestone that very few automakers can match, Alfa Romeo today celebrates its 110th anniversary, reopening the doors to its historic museum in Arese, Italy, while following all current health and safety guidelines.

The brand invites fans from around the world to see new sections of the museum, enjoy exclusive video content and join the celebration festivities online.

An interactive press pack, downloadable from here, has also been created to mark this occasion. It spans from the brand’s very beginning in 1910, when the first A.L.F.A., the 24 HP, was introduced, to today and beyond with vehicles such as the limited-edition Giulia GTA and the upcoming model based on the Tonale concept.

All of this and more are detailed in this press pack, including all of the photography, much of which comes from the archive at the Museo Storico Alfa Romeo in Arese, Italy. Additional content highlights include:

  • “My Favourite Alfa Romeo Cars,” by Ralph Gilles, Head of Design, FCA
  • “Most Significant Performance Cars From Alfa Romeo,” by Lorenzo Ardizio, Curator Museo Storico Alfa Romeo
  • Evolution of the Biscione logo
  • Story behind the Trefoil “face”

The Alfa Romeo Museum, the hub of the celebrations
Located in Arese, on the outskirts of Milan, the Alfa Romeo Museum is a true brand centre that houses more than 200 historical vehicles, making it the natural venue to celebrate the brand’s 110th anniversary. As a special gift to all the “Alfisti around the world, Alfa Romeo now opens the museum’s previously private collection storage areas to the public, inviting visitors to enjoy an additional 150 cars, plus trophies, artwork, and engines for road, air and marine mobility. The collection is divided into 18 themed zones, ranging from the brand’s earliest cars, such as the 20/30 ES, to Formula racers, with Formula 1 and Formula Indy models among them.

Further highlights of the collection include:

  • Concept cars, such as the Caimano and Protéo
  • Prototypes, such as the Scrabble and Sprint 6C
  • Historic sports model RLs, Vittorio Jano’s 6Cs and more recent racing and road cars

Last but not least, the collection houses notable powertrains, including the 4C 1500 from the 1930s and the Formula 1 Turbo 415Ts.

A story linked to a nation
As part of the celebrations, the museum unveils the new “Alfa Romeo in Uniform” section, dedicated to the cars of the Carabinieri, the national police force of Italy. This exhibition is testament to the historic relationship between Alfa Romeo and the police force, which has long enlisted the most significant Alfa Romeo models. From the Carabinieri’s 1900 M “Matta” that won its category in the 1951 Mille Miglia to the legendary Giulia, the most iconic of the “Gazzella” models, plus the 75, the Alfetta Alfa 90 and a rare Giulia Giardinetta, the museum’s new “Alfa in Uniform” section tells the story of the cars, the trims and the eras that have marked Italian history.

A historical acronym for the future: GTA
The new limited-edition Giulia GTA, conceived for the brand’s 110th anniversary, makes its first public debut in Arese. From a technical point of view and in terms of concept, the new Giulia GTA is inspired by the Giulia GTA of 1965. Developed by the racing arm of Alfa Romeo, Autodelta, the 1965 “Gran Turismo Alleggerita” (GTA) was based on the Giulia Sprint GT that racked up sporting successes worldwide.

The new Giulia GTA is based on the Giulia Quadrifoglio and is fitted with a more powerful version of the 2.9-litre V6 bi-turbo engine with 540hp. With its extensive use of ultra-light materials, it benefits from a weight reduction of 100kg, achieving a best-in-class weight/power ratio of 6.2 lbs/hp (2.82 kg/hp). Additionally, specific technical solutions have been developed for other aspects, namely aerodynamics, alignment and handling.

“A Tour of 110 Years”
The brand is offering a virtual tour of the museum through a series of videos produced to commemorate this remarkable event. Titled “A Tour of 110 Years,” the video series includes:

  1. An introduction, offering a panoramic view of the museum
  2. The “Timeline” concept, describing the brand’s industrial continuity
  3. The “Beauty” area, combining style, design and lifestyle
  4. The “Speed” section, a summation of technology, competitive spirit and driving pleasure
  5. An exclusive view of the “Storage” area, featuring a collection of vehicles and artifacts previously unseen by the public
  6. An overview of the “Archive,” showcasing photographs, videos, technical drawings, sketches and production records

Passionate participation
Alfa Romeo is inviting all fans, from diehard “Alfisti” to casual enthusiasts, to join the festivities at the museum via the brand’s official social media channels at 14:30 BST at this link. For people able to visit the museum in Arese in person, Alfa Romeo has organised for clubs, visitors and enthusiasts to participate in several activities, including parades on the museum’s internal track. All activities will be conducted following current sanitisation and safety guidelines.

Farina and Fangio to Räikkönen and Giovinazzi
Alfa Romeo was the manufacturer that won the very first Grand Prix race and the inaugural edition of the Formula 1 Championship in 1950, with Nino Farina on board an Alfa Romeo Gran Premio Tipo 158 “Alfetta.” That triumph was repeated in 1951 by Juan Manuel Fangio in the Alfetta 159. This goal to obtain the ultimate motor racing prize continues, so it’s only fitting that today features special greetings from Alfa Romeo Racing ORLEN F1 drivers – world champion Kimi Räikkönen and rising Italian talent Antonio Giovinazzi.

Three exceptional travel companions join Alfa Romeo
Swiss luxury watch company Eberhard & Co. is strengthening its bond with Alfa Romeo by creating a new limited-edition chronograph to pay tribute to the 110th anniversary. A unique timepiece, the chronograph is designed to encompass all the technical and stylistic content long seen in Eberhard & Co. products, with the same sporty and glamorous appeal seen in Alfa Romeo models.

Italian bicycle manufacturer Compagnia Ducale’s contribution is the Alfa Romeo 110th Anniversary e-MTB, an electric mountain bike that combines strength and sportiness with the comfort of assisted pedaling. Its athletic feel is reflected in the technical specification – a powerful yet quiet 500-watt battery, fully integrated into the frame – and in the striking livery created jointly with the Alfa Romeo Centro Stile, the brand’s in-house design and construction office.

AUDES Group is the official licensee for Alfa Romeo apparel, a partnership that begins with a collection to celebrate the brand’s 110th birthday. AUDES Group designs, produces and distributes its Alfa Romeo branded collection worldwide.