1958 Alfa Romeo 2000 Spider on 2040-cars

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6 luxury car brands to watch in 2024

2023 was a healthy year for the auto industry, and even with incentives returning and dealer lots filling up, there's plenty to like about the market if you build luxury automobiles, and we expect 2024 to be more of the same, which makes luxury-segment rivalries all the more interesting. Top luxury car brand rivalries? Well, that sounds downright uncivilized. But we know better, don't we? And when every quarterly sales update is an opportunity to remind somebody else that they bought the wrong status symbol, well, who can resist? Certainly not the diehard customers who fly their favorite brands' banners high.  Read more: Auto sales: Industry records best year since 2019 Read more: 2023 auto sales and 2024 preview: Ford Bronco vs. Jeep Wrangler This is a tricky segment to define, but essentially, we're looking at luxury car brands with depth to their portfolios and dealerships that exist to attract real-world customers. The Bentleys, Rolls-Royces and McLarens of the world are luxury cars, certainly, but we're more concerned with brands that have a bit more mass appeal — manufacturers who treat supply constraints as fiascos rather than features. If you disagree with our selections, feel free to let us know in the comments.  And since we're mostly concerned with finishing order, the luxury brands and totals featured here may change as new data come in throughout 2024. Due to the wild swings of the past several years, we're treating 2023 as the baseline by which we'll measure sales performance. And rather than rank brands vs. their finishing order in 2022, when supply-chain and inflationary issues still played havoc with sales figures, we're starting 2024 off with a clean slate.  The mainstream luxury segment is always a dogfight, but with their varied approaches to electrification all of the major luxury brands are in the midst of reshaping the premium landscape. Who is doing it right? Well, according to U.S. shoppers, the usual suspects are up to their old tricks.

Alfa Romeo SZ, the brutalist 'Il Mostro,' restored by FCA Heritage

Nicknamed Il Mostro — "the Monster" in Italian — because of its unusual, almost brutalist design, the 1989 Alfa Romeo SZ was meant to showcase all the technological prowess of the Milanese firm at the time. It was also meant to plant a stake in the ground and return the revered marque to its rear-wheel-drive roots. Though it was an evolutionary dead end, the SZ is still considered among the most distinctive cars in a brand filled with distinctive models. It should, then, be no surprise that FCA Heritage, the classic car and history preservation arm of Stellantis (which, apparently, was not part of the name change) has just restored one. The SZ began life at the 1989 Geneva Motor Show as the ES-30 concept, which stood for Experimental Sports 3.0-liter. The production car was named SZ for Sprint Zagato, but the design is credited to Robert Opron of the Fiat Style Center, while Antonio Castellana did the finishing details and interior. Zagato used its coachbuilding expertise to build the cars, whose bodywork was formed from a composite thermoplastic material called Modar, made by Italy's Carplast and France's Stratime. Alfa Romeo also claims it was the first car to be produced using computer-aided design (CAD/CAM). Beneath the sci-fi exterior lay a 12-valve, 3.0-liter V6 plucked from the Alfa Romeo 75 3.0i Quadrifoglio Verde. With 204 horsepower and 181 pound-feet of torque, it was the most powerful Alfa of the time. Output was fed through a 5-speed transaxle and the suspension, Koni-designed shocks, and brakes reportedly tuned by Fiat and Lancia rally driver Giorgio Pianta and transplanted from the Alfa 75 1.8 Turbo Evolution Group A racer.  The original run was intended to span just 1,000 cars, but some sources say 1,036 were produced. That run ended in 1991, after which a roadster version called the RZ was built from 1992-93.  The example restored has been in Alfa Romeo's possession since the beginning. It served as a test car on the Balocco proving grounds and was used in promotional photos. There are several details on it that differ from production models, so much so that Alfa Romeo says it could be "considered a prototype." Unfortunately, as history shows, the SZ failed to usher in a real-wheel-drive renaissance at Alfa Romeo. After its end, there wasn't another rear-drive model until the 8C Competizione in 2007.

Alfa Romeo won't sully the GTA name by putting it on the Stelvio

Alfa Romeo began celebrating its 110th birthday by resurrecting the heritage-laced GTA nameplate on a track-happy evolution of the Giulia Quadrifoglio. Enthusiasts went wild when they heard the news, but the company warned it's not about to put the GTA name on every model it makes just to capitalize on its popularity. First launched in 1965, the GTA acronym has historically denoted a lighter version of an existing model developed with racing (or, at least, track use) in mind. The recently-unveiled Giulia GTA fits the bill; a Stelvio GTA wouldn't, according to the company. Executives thought long and hard about it and ultimately ruled it out. "GTA is an important name for Alfa Romeo. Frankly speaking, we had a meeting on a Stelvio GTA, but it's just not in line with customer expectations. It has to be the best possible [on the track]. On the Stelvio, we have a higher center of gravity [than on the Giulia], so it won't achieve the same goals," said Fabio Migliavacca, the company's product marketing boss, in a candid interview with British magazine Autocar. His comments suggest the 505-horsepower Quadrifoglio model is as hot as the Stelvio will get in the foreseeable future. There's no indication Alfa Romeo is planning to add a second sedan to its range — its next new model is widely believed to be a smaller crossover — so the GTA treatment will be limited to the Giulia (pictured). This could explain why demand for the car and its two-seater GTAm counterpart has been exceptionally high. The stripped-out, 540-horsepower sedans are limited to 500 numbered units combined worldwide. Alfa Romeo hasn't started taking orders yet, and it had the misfortune of unveiling the model mere days before the Italian government imposed an ongoing national coronavirus quarantine, but it has received more expressions of interest than it has build slots. Migliavacca revealed a majority of the enthusiasts the firm has heard from prefer the more hardcore GTAm over the slightly softer GTA. It's lighter, and consequently quicker around a track. "A lot of people are raising their hands and saying, 'I want to have one,' 'I want to have four,'" he said. "It's truly an amazing reaction considering the timing." Related Video: