1960 Alfa Romeo Giulietta Spider Veloce on 2040-cars

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The new Alfa Romeo Giulia needs to be a BMW beater

The introduction of the Alfa Romeo Giulia as a BMW challenger is a claim that historically has meant that it will not be as good as a BMW. Mercedes, Audi, Lexus, Infiniti, Cadillac, and a few others have tried to loosen BMW's grip on the sports sedan market with little success. It was BMW that was doing the copying when in the early sixties they looked to Alfa Romeo's sport sedans for inspiration. Alfa Romeo's pre-war racing pedigree was second to none, and series production Alfas were sporting twin cam engines, and fuel injection years before BMW. What the post-war Alfa cars did not offer was reliability and an North American dealer network that knew how to service or sell their products. Consequently in 1995 Alfa abandoned the US market. Now it is the Alfa Giulia taking aim at the BMW 3-series. The Fiat/Chrysler group has a lot of resources (think Ferrari), and the engineering chops to beat BMW at its own game, but it will take a long time to build a reliable dealer network, not to mention the quality issues that have dogged them for decades. Alfa will follow what has become a familiar recipe to challenge the 3-series. With 3 sets of trim available, the most affordable model, the Giulia, and further upscale, Giulia ti, both with a turbocharged 4-banger and 276 HP compares favorably with the BMW 328i and the Audi A4. The 505 HP Giulia flagship is shooting for the M4/3. Good luck with that, Alfa. A delayed introduction hints of troubles to come. Unfortunately for Alfa both the Audi A4 and BMW 3-series have millions of dedicated fans, most of whom do not have to be reminded about their automobile's pedigree. Millennial have never had the chance to aspire for an Alfa, and the older generations that still remember them are only a very small share of the market. Alfa has to avoid joining the automotive graveyard of models that have tried to attain BMW's status. Just to be cruel I will mention the Cadillac Cimarron. If you are too young to remember, it was the cheapest Chevy front wheel drive platform with a Cadillac badge. Panned by both GM management and the automotive press, it was a spectacular flop. I hope that the executives of the Fiat/Chrysler group remember it well. We do not need a Fiat in a stylish suit.

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.

2024 Alfa Romeo Tributo Italiano Editions celebrate the obvious

For the first time, Alfa Romeo has a special edition meant for worldwide consumption. The Tributo Italian Edition — a "tribute to the brand's origins, Italian excellence and sportiness" — was designed for the Stelvio, Giulia, and Tonale. The upgraded spec shared among all three models includes two-tone exteriors, a black roof paired with one of three available colors: Rosso Alfa, Verde Montreal, and Bianco Alfa. Those are the colors of the Italian flag, naturally, which also appear on the black mirror caps. All ride on Alfa's adaptive suspension, come with all-wheel drive, and fit a smattering of the company's driver assistance and convenience features. Inside buyers get dual-zone climate control, a heated steering wheel, heated and cooled perforated black leather seats with red accents and stitching, logoed headrests, premium audio, and ambient lighting.  Specific kit for the Tonale begins with the Dark Miron accents outside, like in the grille "V' insert, on the skid plate, and accents along the side. A special bodykit adds redrawn front and rear bumpers, side skirts, and wheel arches. The Tributo Italiano specials sitting just below available Quadrifoglio trims, the generous equipment level means the Tonale's 285-horsepower plug-in hybrid powertrain, red Brembo calipers behind 20-inch wheels, adaptive full-LED matrix headlights, hands-free electric tailgate, aluminum tread plates, and chrome-plated twin tailpipes. The cabin is spiffed up with a fancy "carbon design" insert. A sunroof is optional. The Stelvio and Giulia Tributo Italiano editions are both powered by the turbocharged 2.0-liter four-cylinder with 280 hp, the most powerful option beneath the Quadrifoglio's 2.9-liter. The Stelvio rides on 21-inch wheels, the Giulia on 19-inchers, the largest size available for the sedan.  The limited editions are coming to dealers in the U.S. in the second quarter of 2024. Alfa didn't mention production numbers nor price, but did say the Italian-themed cars will slot at the top of their respective 2.0-liter lineups. We'd guess an MSRP in the mid-50s for the Tonale, the upper 50s or low 60s for the Gilulia, and the low to mid-60s for the Stelvio. Related Video