... it’s a story you don’t hear every day. It all started with a curious coincidence in the autumn of 2020. One that gave rise to our idea. As chance would happen, it also occurred in the same year that Alfa Romeo would be celebrating its 110th anniversary. But there was an unexpected fly in the ointment – the Covid19 pandemic and the resulting restrictions on personal freedom of movement that came with it. Many of the celebrations planned for large numbers of Alfa Romeo lovers literally fell apart either entirely or partially, or were replaced by virtual online events rather than live events.

2020 - 110 years of Alfa Romeo – a special year and special anniversary under the sign of the ‘biscione’. Two new models, GIULIA GTA and GTAm, as a 500 Limited Edition (because only 500 will be manufactured). Another milestone in the glorious era of Alfa Romeo (after Giulia Sprint GTA, Junior GTA from 1965 to 1975, and 156 GTA from 1997 to 2005). They were to add extra glamour to the celebrations.

Our idea just evolved from this and gave rise to a special project on how to celebrate yesterday (2020), today (2021) and tomorrow (2022) altogether, without one contradicting the other and how yesterday can be celebrated in a fitting way. In 2021, Alfa Romeo will be celebrating 111 years of its existence.
In 2022, there will be anniversaries ranging from 5 to 110 years for 15 different production models. As if that weren’t enough, we’ll be launching another new model in 2022, the Alfa Romeo Tonale, an SUV in the C-segment..

Fraught as it was with unique challenges, the project did have a knock-on effect – likely to be one of Alfa Romeo’s most memorable events, by the way – the launch of our own brand alfaromeo-adventure.com. Moving forward, this brand will offer exciting events for all ‘Alfisti’, and own product lines and various services under the ‘enjoy emotions’ banner. It will be done in cooperation with selected partner companies and managed by our team.