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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

2018 Alfa Romeo Stelvio Drivers' Notes | Italy's last savior

Alfa Romeo may be beloved by enthusiasts, but the brand has always had a rough go in the United States. Sure, we may look back fondly now at cars like the Spider, Milano and Giulia, but those models never had the impact of their German or British rivals. Slow sales and a reputation for poor reliability killed Alfa in the U.S. more than two decades ago. The automaker is back with cars like the 4C, Giulia and, most important, the 2018 Stelvio crossover. The Stelvio needs to sell well if Alfa has any hope of staying alive in America. Sure, it may not be as sharp or as handsome as the Giulia, but the market demands crossovers, so that's what it'll get. The Stelvio is jumping into a tough and highly contested segment. Rivals like the Porsche Macan, Jaguar F-Pace, BMW X3 and Mercedes-Benz GLC-Class are all strong competitors with handsome styling and sporty driving dynamics. The Stelvio is going to have to really shine to make a dent. Associate Editor Joel Stocksdale: The Alfa Romeo Stelvio feels very much like a bigger, taller Giulia. While this does mean that it feels a bit less nimble and frisky, it also means that it's one of the best drivers in its class. Under the hood is the same turbocharged 2.0-liter four-cylinder making 280 horsepower. It feels just right for this crossover. It's happy to sit at low rpm on the highway, but also delivers brisk acceleration when tromping on the gas. It even sounds good, providing a growly snorty sound when accelerating. It's sort of like a grown-up version of the engine in the Fiat 500 Abarth. Ride and handling are well-balanced, too. Steering is very quick, and the whole vehicle feels remarkably light. It leans significantly more than the Giulia in turns. But as crossovers go, the Stelvio is a great handler. The ride is on the stiff side, but far from punishing. I do wish the steering was a little heavier, and that the weight built up more progressively. It feels a little less communicative than I'd prefer. The Giulia connection continues inside, but this time we wish they weren't so similar. Though the dashboard is an attractive shape, there are quite a few low-rent plastics strewn about. A number of the knobs feel chintzy, too. There's not a lot of knee room up front, either, and the seat could use a few more adjustment options. One thing the Stelvio's interior nails, though, are those wonderful shift paddles.

The 2020 Alfa Romeo Giulia's infotainment system is new, but is it better?

When Alfa Romeo introduced the Giulia in 2017, it was praised for its its on-road manners, its gorgeous styling and its performance credentials. It was criticized for, well, just about everything else, including a clunky, low-resolution and feature-light infotainment system. Enthusiasts can forgive many of a car's flaws so long as the driving experience is stellar, and for that reason, the Giulia quickly became a darling. But Alfa can't depend on enthusiasts alone to buy its cars; they need to be seen as legitimate players in the luxury market, and to do that, they need interior tech and materials to match their price points.  For 2020, Alfa Romeo addressed the Giulia's shortcomings. The infotainment system was overhauled, with a new 8.8-inch touchscreen headlining a host of additional features. The Giulia now has acoustic glass for a quieter, more luxurious cabin, and some much-needed material improvements on the steering wheel, dash and center console. There's also a new USB Type-C outlet, a wireless device charging option and some other behind-the-scenes features, like a wireless hot spot and over-the-air firmware update capabilities.  The Giulia's original infotainment system was criticized for its low-res screen with no touch interface, a lack of quick access buttons for key features, and a lack of depth when it came to integrated tech. On paper, Alfa has addressed all of these shortcomings, but I wanted to see how it performs in the real world. To do this, I set aside some time with the 2020 Alfa Romeo Giulia Quadrifoglio to dedicate solely to exploring its new tech features. What I found was a bit of a mixed bag.  Let's start with the interface itself. The 8.8-inch screen used to be an upgrade, but the extra real estate is now standard and, as we mentioned up top, it's now a touchscreen. Both the resolution and the quality of individual page graphics have been significantly improved compared to the old software. Alfa says the underlying hardware was improved to support the improved visual experience.  Improved, perhaps, but not perfected. The interface still lags inputs (especially touch) and lacks a crisp, responsive feel. Even after the system has fully loaded, there's a visible delay between finger gestures and responses from the interface.