Alfa Hits 110
Years, not miles per hour, for the venerable Italian brand that was actually founded by a guy from France
Alfa Romeo is a company with a storied history, one largely predicated on the racing prowess its vehicles and drivers demonstrated over the years, whether it was competing in the Targa Florio or Formula One. Some may recall that in the late 1980s/early ‘90s Alfa raced in the CART series, which put Alfas on the oval at Indianapolis.
The company is celebrating its 110th anniversary, and to mark it a new logo has been developed.
New logo for 110 years of making speedy, stylish vehicles. (Images: FCA)
It maintains the serpent that is part of its traditional badge (it is known as the “Biscione”).
The arrangement and size of the numerals are said to represent past, present and future.
About that Future. . .
Speaking of which, the past and present vis-à-vis sales in the U.S. make it seem somewhat dubious that the brand may have a future post the PSA-FCA planned merger.
The 2020 Alfa Stelvio: An extremely handsome vehicle the sales for which are surprisingly low.
That is, in all of 2019, Alfa sold 18,292 vehicles in the U.S. 8,704 Giulias, 144 4Cs and 9,444 Stelvios. That total number is 23% lower than 2018 sales. What is quite telling of the evident disinterest on behalf of U.S. customers in the marque is that the Stelvio crossover’s sales were down 22% and (1) it is a handsome vehicle inside and out, (2) it is a compact crossover and (3) it is a compact crossover. (Yes, that bears repeating, as compact crossovers are generally considered unstoppable sales-wise.)
That said: Happy Anniversary! (Or Felice Anniversario!)
Once the playground of exotic car makers, the definition of a niche vehicle has expanded to include image vehicles for mainstream OEMs, and specialist models produced on high-volume platforms.
For conducting business in the U.S. market, Toyota has historically had several separate business entities: a sales and distribution company headquartered in California (Toyota Motor Sales, USA); manufacturing operations (Toyota Motor Manufacturing North America); a racing subsidiary (Toyota Racing Development, USA); the Toyota Technical Center for R&D in Ann Arbor; and a design facility in California (Calty Design Research, Inc.). On April 1, 2006, Toyota merged its R&D operations and its manufacturing operations into a single company.
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