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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

Alfa Romeo turns it up to 11 with Harrison guitars and Marshall amps

To American enthusiasts, nothing might say rock n' roll quite like a classic muscle car. But that doesn't preclude the Europeans from trying. Volkswagen has partnered with Fender for its premium audio systems, and now Alfa Romeo is teaming up with some rocking powerhouses as well. The Italian automaker is collaborating with Harrison Custom Guitar Works to create the limited-edition axe you see here. The electric guitar is designed around Alfa's iconic grille and uses automotive materials like aluminum and carbon fiber as well as traditional guitar woods like poplar, maple, ebony and Korina. The cross-bars, pickups, tail piece and bridge are CNC-machined from aluminum billet. Only 11 examples will be made, each taking eight months to construct, and priced at GBP4,000 (about $6,800 at current exchange rates). At the same time Alfa has also created a one-off MiTo concept car together with Marshall Amplification. The hatchback packs a custom Marshall JVM 50-watt amp and a pair of 12-inch 75-watt speakers, but has also been decked out with gold-mesh trim on the grille, head- and taillight surrounds, side mirrors, door handles and lower bumper – just like a Marshall stack – while the interior has been worked over with Marshall treadplates, white piping and gold trim. The shift knob has even been replaced by a Shure SH55 microphone. Though the collaborations look like something straight out of This Is Spinal Tap (with a touch of The Graduate thrown in for good measure), they'll both be showcased at a special screening in London of another rock documentary: Sound City, directed by Foo Fighters frontman (and former Nirvana drummer) Dave Grohl. You can, however, check them out in the pair of image galleries and the press releases below. CRAFTED FOR PERFORMANCE: HARRISON CUSTOM GUITAR WORKS UNVEILS ULTRA-EXCLUSIVE ALFA ROMEO-INSPIRED GUITAR - Harrison Custom Guitar Works create the 'Alfa Romeo' – an ultra-limited edition Alfa Romeo-inspired guitar - The 'Alfa Romeo' integrates traditional craftsmanship with performance materials such as carbon fibre and aluminium - Hand-built to order for GBP4,000 with each guitar taking eight months to create Harrison Custom Guitar Works based in Yorkshire (UK) has created an ultra-exclusive electric guitar inspired by Alfa Romeo's design and heritage. The 'Alfa Romeo', is a completely custom-made design that draws inspiration from the style, materials and technology of the Italian brand's road cars.

2019 Alfa Romeo Stelvio Quadrifoglio Review | Heck of a third impression

The 2019 Alfa Romeo Stelvio Quadrifoglio does not make a good second impression. The first impression? A-OK, as you approach its distinctive Alfa face, admire its tight proportions and wonder why someone would paint it something other than Alfa Rosso. It's so definitely not German, which counts for a lot should you live in a neighborhood where everyone drives a black BMW or silver Audi. That this Stelvio costs $94,340 seems steep, but at least it has the looks to back it up. Then you pull the door handle and the action is eerily reminiscent of a Dodge Dart. The door opens and the sound and feel are just a bit hollow. You sit down inside and press a button, any button, or turn a knob. The plastic feels cheap and the action is flimsy. It's basically the exact opposite of what you get in an Audi or Porsche. Even their touch-sensitive controls emit a hearty click. Car journalists may go on about "soft-touch materials" in cars, but it’s the switchgear that one ultimately interacts most with. If the volume knob feels Fisher-Price, who cares that the dash and just about every other interior surface is covered in leather? To be fair, the Alfa's cabin is indeed covered as such, and since this is the Quadrifoglio, it gets green and white stitching with carbon fiber trim. It certainly doesn't look cheap, even if it definitely feels it and sounds like it given the duo of distinctive rattles that had already developed in a press car with a mere 3,400 miles on it. There's also the infotainment system, which is highlighted by an 8.8-inch screen that doesn't take good advantage of its sizeable real estate. There's a control knob with accompanying Menu and Option buttons. It's better than Lexus Remote Touch, but that's a bar previously used at a corgi agility competition. Rival systems are easier to use (not to mention FCA's own Uconnect touchscreen) and appear more state-of-the-art (because they are). It's very possible that a prospective luxury SUV shopper would stop right there, never even bothering to go on a test drive. If they'd just come from a Porsche, Audi or BMW store, it's particularly easy to see that happening. Of course, it's the test drive where the Alfa Romeo Stelvio Quadrifoglio makes its third and best impression. It's as sizzling and wild as you might have heard. The delicacy and immediacy of the controls are immediately noticed.