Alfa Romeo: 110 years
of car history

Special celebrations for a brand that has always been linked to Milan

Home road Alfa Romeo: 110 years
of car history
Alfa Romeo: 110 years
of car history

ALFA is the result of an acronym: Anonima Lombarda Fabbrica Automobili (Lombardy Car Manufacturing Company), created in 1910, to which eight years later was added the name Romeo following the acquisition of a controlling interest in the company by Nicola Romeo, an engineer and entrepreneur from Naples. A truly Milanese company for which the round trademark badge adopted the two heraldic insignia of the city from the time of the Communes; the red cross on a white background of Giovanni da Rho and the Visconteo serpent linked to Langobardic history with a stylised child in its mouth. Beneath it was written the word “Milano” (Milan) until it disappeared in 1972 when manufacturing was transferred to Pomigliano d’Arco, by an odd coincidence the opposite journey to that made by the founder Romeo when he left the house where he was born in Sant’Antimo, just 20 km away from the factory.

Alfa Romeo: 110 years of car history 01


110 years after its foundation, the relationship between the Serpent and the Alfa fans, or rather between Alfa Romeo and all those who are passionate about cars, has become a unique and inimitable bond, deeply felt. Consequently, this is an appointment with history, rather than just the birthday marked by the special opening of the Alfa Romeo Museum in Arese with full safety measures: the building which houses the most significant creations of the Marque and which represents a tangible bridge across the different eras and generations will be the place where anyone can express and share their own passion, in an ideal gesture of blowing out the 110 birthday candles. True to the emotions which make up part of its DNA, Alfa Romeo has obviously also sought to involve directly the club, the visitors and the fans, who will be able to participate in parades round the internal circuit and in flash mobs, always in total safety. And all those who are unable to attend Arese in person will be able to watch a special programme live on the brand’s official channels.

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The House of the Serpent is for the first time opening its Collection area to the public, with the exhibits from the Museum enabling visitors to see a complete and thrilling array, which comprises over 150 cars, road, aeronautical and nautical engines, trophies and artistic objects. This is a true treasure trove which goes beyond the philology of a simple museum trip, having been transformed into an authentic, complete and detailed path through history. A visit to the jewels of motoring history which will always be possible, subject to reservation and in accordance with specific time slots, which are available on the Museum website. The Collection is subdivided into 18 themed areas which stretch from the first cars of the Marque, such as the 20/30 ES, to the Formula racers, including Formula 1 and Formula Indy. They range from concept cars such as the Caimano and the Protéo to prototypes like the Scarabeo, the Sprint 6C and the still camouflaged Giulia. But you will also find the RL, Vittorio Jano’s 6C and the more recent models, both racing and road-going. To end with, there is a series of engines, including the unprecedented 4C 1500 from the Thirties and those of the Formula 1 turbo 415T. Additionally a new section, “Alfa Romeo in uniform”, is being inaugurated, dedicated to cars for the Carabinieri police, in testimony to the historic relationship between Alfa Romeo and the Police Forces who have always “recruited” the most significant models from the Alfa Romeo.

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The special opening is also a unique opportunity to rediscover the extremely close bonds between the two brands which are symbols of Milan and of the Italian car world. Pirelli provided the tyres for the Alfa Romeo 158 of 1950, the first F1 car to win a competition and the title for this new-born world championship: the single-seater, driven by Nino Farina, was equipped with the legendary Stella Bianca (White Star) tyres. In 2013, thanks to the Pirelli P Zero Trofeo R, the 4C remained glued to the asphalt of the Nürburgring-Nordschleife. Just as it was with P Zero Corsa tyres, with which the Giulia Quadrifoglio made its mark as the fastest saloon car on this German circuit. Just one year later, it was the turn of the Stelvio Quadrifoglio: the same terrifying circuit but different tyres – P Zero – in order to carry off the title of fastest SUV in the world. These are a few examples of a long-standing relationship, characterised by tales of successes, men and means.


For this reason too, in 2014 Pirelli introduced the “AR” labelling which identifies tyres developed specifically for cars from the House of the Serpent, for high-performance vehicles but not just those, the result of a parallel pathway shared between the manufacturers of the cars and the tyres. A path which is trodden with the principal premium and prestige manufacturers, which keeps the Pirelli R&D technicians busy for up to three years, with several thousand hours of indoor and outdoor tests, using dozens of prototypes and large numbers of development tyres, including virtual ones. Each model from Alfa Romeo’s current range – as well as some of the most iconic of the recent past, such as the 8C Competizione – can find in the Pirelli catalogue the tyres developed by the engineers from Bicocca together with those from Arese. In particular, the Quadrifoglio range – the Giulia and the Stelvio – which uses factory-fitted Pirelli P Zero tyres. Because the two brands enjoy the common features of a cult following and high performance, in total safety. 

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