1988 Alfa Romeo Spider Quadrifoglio on 2040-cars

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Alfa Romeo's Super Bowl commercial is about dreams and reinvention [UPDATE]

Update 2: Alfa Romeo keeps rolling out the Super Bowl ads. The post has been changed to include the third ad and information about it. Update: Alfa Romeo had not one, but two new Super Bowl commercials, and this post has been edited to include the second one. Alfa Romeo's Super Bowl commercial talks about the things we've dreamed of since we were kids, like riding on dragons and flying cars. It also covers the various life lessons many of us learn, including how to be true to oneself. All the while, images of childhood, growing up, and vintage Alfa Romeos are spliced together. It covers some heartwarming ground, but it's all a bit broad and borderline vague. The idea seems to be that Alfa as a company has learned the same lessons we do growing up, and that it all pays off with its new models. The second ad is much better, and is all about Alfa's strengths: driving enjoyment, passion, and other cliched Italian automotive characteristics. It shows a new Giulia Quadrifoglio cruising some gorgeous mountain roads, and the driver talking about being one with the vehicle and loving the experience. The bit about letting something go if you love it was cheesy, but this was a commercial that really showed what Alfa Romeo is all about, and we liked it. Check it out above. Alfa's third Super Bowl ad of the night continues what the second one started. This one focuses on the most powerful Giulia's beauty, and, well, power. It's apparently both breath-taking and breath-giving. Check out the commercial above. Related Video: Image Credit: Alfa Romeo / YouTube Alfa Romeo Super Bowl Commercials Videos super bowl li

Notes from the 2016 Alfa Romeo Giulia reveal in Milan [w/video]

It's an interesting time for Alfa Romeo. Wednesday marked the brand's 105th birthday, but also a rebirth of sorts. The new Giulia is the first of several new vehicles to come out of the Project Giorgio skunkworks that has been quietly working to reimagine the brand. Fiat Chrysler is banking on these cars to finally turn Alfa around. Before the Giulia was rolled out, Alfa Romeo CEO Harald Wester acknowledged that the brand has had its share of missteps in the past. He then called out today's sporty offerings for having evolved into near-perfect but boring, commoditized cars across the industry. They have no soul, he said, nothing to differentiate one from the next. While I'd argue that each brand in the performance space still has something to differentiate itself from the others, anything that can be done to restore some of the man-machine connection lost to electronics and added weight can only be seen as a good thing. I like what I'm hearing from Alfa so far; below are some notes gleaned from the unveil event that make me think this reawakening might just work. The head of the skunkworks is Philippe Krief, a former Ferrari engineer. This is certainly a good sign for the car's dynamics and powertrain. Krief was quick to note that the Giulia uses "real" torque vectoring, not a brake-based solution like some others use. The rear differential uses a pair of clutches to apportion torque side to side. Alfa claims the car's steering will be the quickest in its segment, which I take to mean the one that currently includes the BMW M3, Mercedes-AMG C63, and Cadillac ATS-V. Immediacy translates to the braking system, as well. Alfa has come up with a new design that combines the stability control and brake servo into one unit; it's said to be simpler than two parts and also improves brake response. I'm pretty sure Krief even called its design beautiful while it flashed briefly onscreen. Quadrifoglio cars get carbon-ceramic brake discs to further improve performance and reduce weight. I didn't get to sit in the car, or even open the door, but I liked what I saw of the interior. The center console is angled to hem the driver in a little, which works well with the canted, sweeping dash. It kind of reminds me of the look in newer Mazdas – clean and simple with a good balance of organic curves and straight edges.

Alpine A110 vs Alfa Romeo 4C Review | Two sports cars enter

YORKSHIRE, U.K. – A proven ability to snatch defeat from the jaws of victory is all part of Alfa RomeoÂ’s romantic charm. With bodywork like red satin draped over a carbon fiber tub and the promise of a mid-engined, Italian exotic for Cayman money, the 4C was certainly a bold vehicle to relaunch the brand to the American market. Pebble Beach types could appreciate its inspiration in the gorgeous, minimalist Alfa Romeo coupes of the past. Everyone else could kid themselves it was basically a baby Ferrari, never mind the fact it only had 237 horsepower and a four-cylinder engine. At first blush, the 4C was a riot, and remains so in the Spider form itÂ’s still sold in. And it gets the blood pumping in the way a fling with an exotic Italian should, especially compared with the Germanic 50 shades of gray alternatives. I can remember the thrill at driving one back in 2014, its Italian license plates making it feel all the more exotic. It may only have cost $60,000, but it hogged attention like a Ferrari worth four times that. The fun didnÂ’t last. As seductive as the fundamental formula was and still is, time and more measured eyes ultimately found the 4C to be lacking. The ugly, fat-rimmed steering wheel turned out to be a useful visual metaphor for the feel it delivered, simultaneously under-geared and punishingly heavy, especially at low speeds. At higher ones the kickback was violent enough it needed quarter-turn corrections even traveling in a straight line. And the binary power delivery smothered whatever finesse there might have been in the chassis. Its on-limit handling, on track and in the wet, was spooky. Shocked, I called a friend with an old Exige and asked to drive his car along the same route. That I concluded youÂ’d be better off with a 10-year-old Lotus definitely didnÂ’t win me many friends in Milan. Which begs the question: What does the apparently similar Alpine A110 do differently to have earned such overwhelming praise among the same reviewers here in Europe who damned the 4C? Performance stats are comparable, as is the AlpineÂ’s pricing in markets in which it is sold. Both tap into the nostalgia and heritage of their respective brands, not least in the historic long-distance European road rallies both excelled in.