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Alfa Romeo prioritizing vehicle quality and customer satisfaction

Stellantis honcho Carlos Tavares has proved himself adroit at the turnaround. GM had lost money on its European Opel/Vauxhall unit for two decades before Tavares took the helm at Peugeot-Citroen (PSA) and bought GM's European arm. Tavares restored Opel/Vauxhall to profit in a year. Within 18 months of PSA's "merger" with Fiat-Chrysler being official, we're no longer hearing doomsday stories from some of the perpetually troubled marques under the new umbrella. All of the Italians — Alfa Romeo, Abarth, Fiat, Lancia, Maserati — say they're doing well, Alfa Romeo back in the black and planning a range that will be more accessible and more fun to own. Having established Tavares' mastery of the basics, we've yet to find out if he knows how to transform a brand, which is what all of the Italian automakers need. At Alfa Romeo, the North American heads told Automotive News that they're still establishing the foundations of a revolution. In doing so, the brand sounds more like the kind of premium automaker it's been aspiring to be since its return in 2008.  Vincent Noirbent, VP of Brand and Product Planning for Alfa Romeo on this continent, said the automaker's working a 10-year plan to place itself as Stellantis' global premium brand below Maserati's all-out luxury. We don't know how that's going to work with Lancia in Europe, but we don't get Lancia, so that potential clash is out of our jurisdiction. Autonews phrased Noirbent's message as, "Customer satisfaction and vehicle quality are arguably 'more important' to the brand than sales as it works to build momentum in the U.S." He also said it's more important to build a "sound business" built around the strengths of the brand and that doesn't rely on incentives. A Miami dealer described comments from Alfa Romeo North America boss Larry Dominque as wanting to "make the cars right first, make the [ownership] experience better, and build the value of the brand so somebody will pay an extra $100 a month." In an interview from Pebble Beach, Dominique said a luxury service experience and experiential marketing will also be involved. This will include "concierge services, pick-up and drop-off service for test drives," and when visiting a dealer, "it's the kind of thing where not only could you come in to see beautiful cars, but also do Italian cooking lessons and wine tastings." All the work will take time.

Alfaholics built an Alfa Romeo 105 Series entirely out of carbon fiber

Alfaholics has restored numerous 105 Series cars before. And Alfaholics has used carbon fiber parts before. But this is the first time Alfaholics has built a 105 Series with a body made entirely out of carbon fiber. The United Kingdom-based builder and parts supplier debuted the carbon shell this month and will make it available as an option for future projects. It's called the GTA-R 300. Alfaholics is a all-encompassing Alfa Romeo 105 Series (also known as the Giulia) parts supplier, customization shop and restoration specialist run by Alfa enthusiasts Richard, Max and Andrew Banks. The company has become known for its GTA-R builds, which are part of its R-Type program that Alfaholics says is "reserved for our most exclusive restorations which represent the ultimate evolution of the Alfa Romeo 105 Series." Human hands spend more than 3,000 hours building GTA-R coupes (or Ti-R sedans or Spider-R convertibles), and everything can be customized to the client's demands.  Customers are presented with a massive book of options, including choices of engines, gear ratios, suspension packages, damper valving, power steering, seat styles, upholstery, interior lighting, roll cages, dashboard styles, car audio and infotainment, and much more. Up until this point, clients did have the option for carbon fiber parts, but the choices were limited to the hood, the doors, and the rear deck lid. Now buyers can opt for a full carbon fiber kit. The GTA-R 300 gets its name due to its power-to-weight ratio. It's about 84 pounds lighter than the previously range-topping GTA-R 290 and about 154 pounds lighter than a GTA-R constructed entirely out of steel. All said, Alfaholics says the GTA-R 300 has a power-to-weight number of 300 bhp per ton, but it did not provide a specific weight number for the car, as it is not yet completed. Alfaholics does say this build will also include many other lightweight parts such as the Alfaholics GTA-R Ultraleggera billet titanium suspension package. For more information on other current and completed builds, visit Alfaholics.           View this post on Instagram                   Alfaholics GTA-R 300 Carbon Full carbonfibre body conversion, 70kg weight saving over a steel GTA-R.

Alfa Romeo celebrates Quadrifoglio's 100th anniversary

This year, Alfa Romeo celebrates the 100th anniversary of the Quadrifoglio becoming part of Alfa Romeo lore. In 1923, team racing driver and eternal second-place finisher Ugo Sivocci painted a four-leaf clover inside a white square on his RL "Corsa" single-seater developed to win the Targa Florio. Sivocci won the race, giving Alfa Romeo its first international victory. A few months later, Sivocci went to Monza to test the P1 for the Grand Prix of Europe. He hadn't painted a four-leaf clover on the #17 P1 he drove, and he died during practice. True, correlation is not causation, but it's hard to find a more superstitious bunch than racing teams drivers. The Italians retired #17 from racing vehicles, and from 1924 every Alfa Romeo featured a Quadrifoglio on the bodywork inside of a triangle instead of a square. The missing point represented the loss of Sivocci. Since then, those green leaves have identified Alfas among the sea of other red Italian single seaters from competitors like Ferrari and Maserati. Of course, sometimes the cars didn't need such help, the lines on models like the TZ and P33 iconic enough to forgo further distinction. The Milanese added Quadrifoglio versions of production cars in the 1960s, but didn't make it part of official production names until the 1980s. Following that, the branding expanded into two clovers, a Quadrifoglio Oro (gold) denoting luxury versions, a Quadrifoglio Verde for sporty variants. Then came even wider use as the single letter "Q" for features like the Q2 locking differential and Q4 all-wheel drive. Centro Stile Alfa Romeo tweaked the logo, the graphic to appear at brand events that will kick off on the official centenary June 25. That's been dubbed "Quadrifoglio Day," host to a "Backstage" conference and parade open to all of Alfa Romeo clubs.    This year is also the 60th anniversary of Alfa Romeo's Autodelta racing division. Equivalent to an AMG or M division for the Italians, predating both German versions, the famous Alfa Romeo racing cars like the 1965 Giulia Sprint GTA and the 1975 33 TT 12 sports car racer emerged from the Autodelta workshops. These celebrations will come first, on March 5, punctuated by a conference at the Alfa Romeo Museum in Arese, Milan. Related video: