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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:

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

FCA's new Heritage HUB showcases 250 rare Fiats, Lancias and Alfa Romeos

Fiat Chrysler Automobiles (FCA) has opened a new facility near Turin, Italy, dedicated to preserving and celebrating the company's Italian brands, as well as the historic cars each has created. It's bigger than the average Costco, and it houses more than 250 pieces of automotive art, some of which have never been publicly displayed. It's called the FCA Heritage HUB. The HUB building is itself a piece of history. FCA restored the old Officina 81 in Via Plava of the historic Mirafiori industrial district on the south side of Turin. At 161,459 sqare feet (the average Costco is 145,000 sq ft), it's a massive open space that allows for both business and pleasure. In the rafters, photos and text tell the timeline of Mirafiori, but the floor focuses on Fiat, Lancia, Abarth, and Alfa Romeo. Although part of the space is dedicated to the "Reloaded by Creators" vintage restoration sales department, the portion we're interested in is shown in the massive gallery above. FCA says it has more than 250 vehicles on display, and some have never been shown. The "central area," which explores cars from 1908 to 2008, is separated into eight themes, each of which has eight cars. The eight areas include Archistars, Concept and Personalized Cars, Eco and Sustainable, Epic Journeys, Records and Races, Small and Safe, Style Marks, and The Rally Era. Some of the cars featured at the new shop include the Lancia Lambda, the Fiat 500 Topolino A, the Fiat 130 Familiar, the Fiat X1/23, the Fiat Ecobasic, the Fiat Campagnola AR 51, the Fiat 1100 E, the Fiat 124S, the Lancia Delta HF Integral Group A, the Fiat S61, the Lancia Alfa Sport, the Lancia D50, the Lancia Beta Montecarlo Turbo, the Lancia LC2, the Lancia Augusta, the Lancia Ardea, the Fiat ESV 1500 and 2000, the Fiat Barchetta, the Lancia Aurelia B20, the Lancia Fulvia HF 1600, and the Lancia Stratos HF. Check out the gallery and below videos to see the full extent of what the HUB has to offer. Featured Gallery FCA Heritage Hub View 47 Photos News Source: FCA Alfa Romeo Fiat Lancia Automotive History Classics FCA fiat chrysler automobiles