MUSCAT : To commemorate a milestone that very few automakers can match, Alfa Romeo recently celebrated its 110th anniversary, reopening the doors to its historic museum in Arese, Italy, while following all current health and safety guidelines. The brand invited fans from around the world to see new sections of the museum, enjoying exclusive video content and joining the celebration festivities online.
The Alfa Romeo Museum, the hub of the celebrations
Located in Arese, on the outskirts of Milan, the Alfa Romeo Museum is a true brand center that houses over 200 historical vehicles, making it the natural venue to celebrate the brand’s 110th anniversary. As a special gift to all the “Alfisti” fans around the world, Alfa Romeo has opened the museum’s previously private collection storage areas to the public, inviting visitors to enjoy an additional 150 cars, as well as trophies, artwork, and engines for road, air and marine mobility. The collection was divided into 18 themed zones, ranging from the brand’s earliest vehicles, such as the 20/30 ES, to the Formula race cars, with Formula 1 and Formula Indy models among them.
Further highlights of the collection include:
· Concept cars, such as the Caimano and Protéo
· Prototypes, such as the Scrabble and Sprint 6C
· Historic sports model RLs, Vittorio Jano’s 6Cs and more recent racing and road cars
Last but not least, the collection houses notable powertrains, including the 4C 1500 from the 1930s and the Formula 1 Turbo 415Ts.
A story linked to a nation
As part of the celebrations, the museum unveiled the new “Alfa Romeo in Uniform” section, dedicated to the cars of the carabinieri, the national police force of Italy, as a testament to the historic relationship between Alfa Romeo and the police force, which has long enlisted Alfa Romeo’s most significant models. From the carabinieri’s 1900 M “Matta” that won its category in the 1951 Mille Miglia to the legendary Giulia, the most iconic of the “Gazzella” models, plus the 75, the Alfetta Alfa 90 and a rare Giulia Giardinetta, the museum’s new “Alfa in Uniform” section tells the story of the cars, the trims and the eras that have marked Italian history.
A historical acronym for the future: GTA
The new limited-edition Giulia GTA, conceived for the brand’s 110th anniversary, made its first public debut in Arese. From a technical point of view and in terms of concept, the new Giulia GTA is inspired by the Giulia GTA of 1965. Developed by Alfa Romeo’s racing arm Autodelta, the 1965 “Gran Turismo Alleggerita” (GTA) was based on the Giulia Sprint GT that racked up sporting successes worldwide.
The new Giulia GTA is based on the Giulia Quadrifoglio and is fitted with a more powerful version of the 2.9 V-6 bi-turbo engine.
“A Tour of 110 Years”
The brand offered a virtual tour of the museum through a series of videos produced to commemorate this remarkable event. Titled “A Tour of 110 Years,” the video series included:
1. An introduction, offering a panoramic view of the museum
2. The “Timeline” concept, describing the brand’s industrial continuity
3. The “Beauty” area, combining style, design and lifestyle
4. The “Speed” section, a summation of technology, competitive spirit and driving pleasure
5. An exclusive view of the “Storage” area, featuring a collection of vehicles and artifacts previously unseen by the public
6. An overview of the “Archive,” showcasing photographs, videos, technical drawings, sketches and production records
Alfa Romeo is inviting all fans, from diehard “Alfisti” fans to casual enthusiasts, to join the festivities at the museum via the brand’s official social media channels, or visit the museum in Arese in compliance with current safety guidelines. In the Sultanate, Alfa Romeo models are available at Dhofar Automotive, the official distributor of the brand.