Alfa Romeo – Celebrating 110 years of history


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Great stories can be exciting and reassuring, an uplifting moment during tough times. Alfa Romeo invites fans on a journey that spans 110 years, recapturing its history through a series of captivating episodes.

On 24 June 2020, the Alfa Romeo brand will mark a prestigious milestone: the Biscione – as the brand is known in Italy – will celebrate 110 years of technological innovations, sporting successes and unforgettable creations.  The “Storie Alfa Romeo,” a web series aimed at the fans of the brand and motoring alike, celebrates this milestone. The Biscione has been praised not only by enthusiasts, but also by anyone who appreciates beauty, innovation and performance. Intertwined with the best of Italy, the history of Alfa Romeo is an inspiring tale of character, ingenuity, courage and triumph.

Passion at heart: Alfa Romeo tells its story

By utilizing its best-known models and accompanying them with archive images of the cars on show at the Museo Storico Alfa Romeo, Arese, “Storie Alfa Romeo” embraces Italian history and society while highlighting the brand’s evolution from coachbuilder to motorsports champion, then to global icon. Like any creation with the Biscione logo, “Storie Alfa Romeo” focuses on those driven by fascination with the automobile. From one episode to another, “Storie Alfa Romeo” will take people on an intimate rendezvous with drivers and stars, engineers and designers, celebrities and ordinary fans – all key players in the legend that is Alfa Romeo.

From Milan’s Via Cappuccio to the world

“Storie Alfa Romeo” begins with the first car we ever produced, the 24 HP, designed by Giuseppe Merosi at his home on Milan’s Via Cappuccio, even before the company name A.L.F.A. (Anonima Lombarda Fabbrica Automobili – Lombard Automobile Factory, Inc.) was registered in Milan on June 24, 1910. Come and discover Alfa Romeo’s roots and close ties with London, Bordeaux and Naples, which opened the brand up to the world from the outset. Relive the origins of the racing legend of Alfa Romeo: from its on-track debut in 1911 to its first victory in 1923 in the Targa Fiorio, when the famed Quadrifoglio was born.