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Brand Deep Dive: Alfa Romeo

Brand Deep Dive: Alfa Romeo Alfa's back, and they're ready to rumble By Randy Lioz, Editor, Car-ED.com | June 2018 The Alfa Romeo brand—say “Alfa Ro-MAY-o”—has over 100 years of history, with a strong heritage of racing and sports cars. It’s the marque that gave Enzo Ferrari his big break before he started his own company. Jeremy Clarkson, the prominent BBC and Amazon automotive TV host, said, “you can’t be a true petrolhead until you’ve owned an Alfa Romeo.” And its badge was affixed to the hood of the flashy red convertible that Dustin Hoffman drove in The Graduate, cementing its identity in the minds of American consumers. What does this brand stand for? Image credit: FCA Alfa Romeo has always been about sportiness. From nearly the beginning, ALFA, which stands for Anonima Lombarda Fabbrica Automobili, was involved in auto racing, which helped to set its course through history. For most of that time it hewed to the performance car standard of rear-wheel drive, though more recently the brand’s offerings had been built with the more cost-effective front-wheel drive layout, particularly for its small hatchbacks. These were never sold in the U.S., however. Alfa has been owned by Fiat since 1986, being positioned as a step up from that more affordable Italian brand. The company’s Maserati marque competes in the higher reaches of the luxury market, while Ferrari represents the ultimate [...]

2018-08-23T18:21:55-04:00Jun 2018|News, Research|