To commemorate the 110th anniversary of the creation of Alfa Romeo, the Italian brand registered with the Fiat Chrysler (FCA) group launched in North America an interactive e-book that explores the manufacturer’s history from its origins.
Although the date of the official celebration of the 110th anniversary is June 24, Alfa Romeo decided to bring forward to May the launch of the book that contains from historical photographs to documents from the Museo Storico Alfa Romeo in the Italian town of Arese.
The museum’s curator Lorenzo Ardizio stated during a press conference with the media in North America that the 110th anniversary of the Italian brand “is special because Alfa Romeo was born in Milan in a period when everything was possible. It was the start of motor vehicles. “
Ardizio also highlighted that “Alfa Romeo has always been able to reinvent the brand in difficult and crisis periods”.
Ardizio explained that the name of the company comes from the acronym A.L.F.A. (Anonima Lombarda Fabbrica Automobile), to which was later added the surname of Nicola Romeo, who in 1915 took over its operation.
In fact, the company’s first logo, which is inspired by the Visconti family coat of arms hanging on the Filarete Tower in Milan, only contains the words “ALFA MILANO” surrounding a snake that devours a man and the red cross of the emblem of Milan.
It was not until 1919 that the name and logo officially changed to Alfa Romeo.
After the First World War (1914-1918), Nicola Romeo established an official competition team to develop the brand that included, among other drivers, a young Enzo Ferrari who would later create the brand that bears his name.
Ardizio also revealed that there is a legend about the origin of the name of the most important model in the history of Alfa Romeo, Giulietta.
According to the curator of the Alfa Romeo museum, in 1950 during a dinner in a Paris restaurant of pilots and mechanics of the company after the victory of the brand in Formula 1, someone commented that the table was full of Romeos but that Julietas were missing.
“It is probably a legend but that dinner was produced because in our files we have the menu for that night signed by all the participants,” said Ardizio.