Alfa Romeo officially celebrates its 110th birthday, reopening the doors to its historic museum in Arese
To commemorate a milestone that very few automakers can match, Alfa Romeo celebrated its 110th anniversary, reopening the doors to its historic museum in Arese, Italy, while following all current health and safety guidelines. The brand invites fans from around the world to see new sections of the museum, enjoy exclusive video content, 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 centre that houses more than 200 historical vehicles, making it the natural venue to celebrate the brand’s 110th anniversary. As a special gift to all the “Alfisti” around the world, Alfa Romeo now opens the museum’s previously private collection storage areas to the public, inviting visitors to enjoy an additional 150 cars, plus trophies, artwork, and engines for road, air and marine mobility. The collection is divided into 18 themed zones, ranging from the brand’s earliest cars, such as the 20/30 ES, to Formula racers, 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 unveils the new “Alfa Romeo in Uniform” section, dedicated to the cars of the Carabinieri, the national police force of Italy. This exhibition is testament to the historic relationship between Alfa Romeo and the police force, which has long enlisted the most significant Alfa Romeo 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, makes 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 the racing arm of Alfa Romeo, 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-litre V6 bi-turbo engine with 540hp. With its extensive use of ultra-light materials, it benefits from a weight reduction of 100kg, achieving a best-in-class weight/power ratio of 6.2 lbs/hp (2.82 kg/hp). Additionally, specific technical solutions have been developed for other aspects, namely aerodynamics, alignment and handling.
“A Tour of 110 Years”
The brand is offering 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 includes:
- An introduction, offering a panoramic view of the museum
- The “Timeline” concept, describing the brand’s industrial continuity
- The “Beauty” area, combining style, design and lifestyle
- The “Speed” section, a summation of technology, competitive spirit and driving pleasure
- An exclusive view of the “Storage” area, featuring a collection of vehicles and artifacts previously unseen by the public
- An overview of the “Archive,” showcasing photographs, videos, technical drawings, sketches and production records