Alfa Romeo’s ‘Daring New Chapter’ Was Just A Massive Disappointment

Keep in mind Alfa Romeo’s teaser from final week? The cryptic one with a lone triangle towards a crimson background with three phrases: Ardour Flows Sturdy. Naturally, we acquired excited. The date touted for the announcement was immediately, June 10, the week of the 24 Hours of Le Mans – for some other model, an announcement this week will surely relate to the world’s most well-known 24-hour endurance race, as was the case for the Aston Martin Valkyrie LM.

We learn into the symbolism, trying on the triangle and hypothesizing it may signify the return of the Quadrifoglio variations of the Stelvio and Giulia. Electrical autos have been placed on the again burner, so possibly the V6 was being resuscitated? Extra hardcore Quadrifoglio fashions are allegedly on the best way, so possibly this was the reveal of a type of? Or possibly that triangle was a touch to the return of the Autodelta racing arm that had a triangular emblem?

Alfa Romeo

Based

24 June 1910 (as A.L.F.A.)

Founder

Ugo Stella, Nicola Romeo

Headquarters

Turin, Piedmont, Italy

Owned By

Stellantis

Present CEO

Santo Ficili

Manufacturing Standing

Accessible

Broaden

Then we considered the options. A brand new Stelvio is because of be revealed this yr, and from leaked design patents, we already know it should lean closely into the triangular design motif. So certain, that is it, proper? WRONG.

Alfa Romeo’s huge announcement is that it is sponsoring a crusing staff collaborating within the thirty eighth America’s Cup. Alfa Romeo, what… the… [redacted]?

Does The ‘D’ In DNA Stand For Disappointment?

Perhaps we had been improper to get excited. Perhaps we had been foolish to get our hopes up that some of the romanticized automobile manufacturers in historical past – the one the place Enzo Ferrari acquired his begin – would do one thing thrilling for this “daring new chapter” of its existence. It’s, in spite of everything, the model’s a hundred and fifteenth anniversary this yr. Everybody is aware of the model wants new life, as its gross sales have by no means reached what they had been meant to, and even its new automobiles did not do for the model what they had been presupposed to. In the previous few years, three new fashions have arrived sporting Alfa Romeo badges, and so they’ve not likely executed a lot to raise the model’s stature:

• Alfa Romeo 33 Stradale: I am not going to knock something in regards to the automobile itself; the 33 Stradale is gorgeous, has a V6 at its coronary heart, and pays homage to some of the iconic Alfas ever made. I find it irresistible. Nevertheless it’s not likely an Alfa Romeo. It is constructed by coachbuilders Touring Superlegerra on the bones of the Maserati MC20, and whereas Alfa could declare the engine is its personal, it is solely actually a modified Maserati Nettuno motor. It is fairly, certain, however it’s a false idol, an Alfa in title and nothing else.
• Alfa Romeo Tonale: An SUV is sweet for enterprise, proper? That is the logic that is been utilized to Aston Martin, Porsche, Lamborghini, Ferrari, Bentley, and even Rolls-Royce, and in Alfa’s case, the Stelvio was its finest vendor in a very long time. So the smaller, extra inexpensive Tonale ought to’ve been a smash hit. Besides then Dodge went and copied Alfa’s homework, introduced the Hornet to market quickly, and gave you every thing good in regards to the Tonale in a less expensive package deal. And you did not have to get it as a hybrid. Why would People purchase the Tonale once they can get the identical factor for much less from a model they’re much more acquainted with?
• Alfa Romeo Junior: People in all probability will not be too acquainted with this one, as a result of it isn’t bought within the US. However you might have heard of Alfa Romeo reviving the Milano title for a brand new subcompact crossover it revealed final yr. The issue was that the Milano wasn’t in-built Italy, so the Italian authorities by no means gave Alfa Romeo its blessing to make use of the title, and Alfa was pressured to alter the title to ‘Junior’. As if that wasn’t embarrassing sufficient, the Junior’s only a meh product, sharing a platform with a minimum of half a dozen different Stellantis merchandise from the Jeep Avenger to the Fiat 600e. It is electrical first and hybrid second, and other than trying vaguely like an Alfa, it is acquired little else going for it.

Above all else, the three examples above are fully devoid of something that screams “That is Alfa Romeo.” Take the badges off, and so they may arguably come from anyplace on the planet, even China. That is not a great factor for a model that constructed its picture on model and fervour.

Alfa’s been rudderless for a very long time – I can not deny that. There have been hopes of a brand new renaissance when the Giulia was introduced, and the Stelvio adopted in significant vogue. Each had their shortcomings, however they had been genuinely nice to drive, and the Quadrifoglio variations had been actually epic. It isn’t lip service; they had been ok to problem the most effective BMW M needed to provide, and I’ll die on that hill. However these had been vibrant spots in an in any other case tormented current historical past, one which hasn’t been actually epic because the late Eighties when the corporate was nonetheless constructing RWD automobiles with Busso V6 engines.

The Alfa 156 was cool, as was the 147, and I had a delicate spot for the 159 and Giulietta, however they had been all the time extra Fiat than Alfa Romeo. There have been all the time too many corners lower. However there have been all the time vibrant spots that made me really feel like success was proper across the nook.

The renaissance of the final 10 years by no means actually acquired off the bottom, and possibly that is the place my frustration stems from. I suppose I used to be simply hoping for one thing extra. Stellantis manufacturers have confirmed it is attainable. Ram owned as much as its mistake of ditching the Hemi V8 and introduced it again, so why could not Alfa revive the Quadrifoglio fashions, or do one thing particular?

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Perhaps the issue is that Alfa Romeo is simply too romanticized, and I’ve fallen for that for a lot too lengthy. It is why I all the time get my hopes up, and why I all the time really feel so heartbroken. Everybody was livid final yr when Jaguar solid apart its model identification to do one thing new, however Alfa Romeo’s been doing that for years, and but we nonetheless maintain hoping.

So possibly I am within the improper. Perhaps I used to be anticipating an excessive amount of from this ‘new chapter’ for the model. And possibly I simply acquired forward of myself imagining the chances. Perhaps that is why this has left me so upset. I suppose I am not mad… I am simply dissatisfied. And I do know various Alfa Romeo followers who’re, too. What had been they pondering? If Alfa Romeo failed to enhance its gross sales by branding a Components 1 automobile, what hope does it have that branding a crusing boat will enhance issues?