Dreams Made Flesh

“The stuff of which dreams are made”, said the advertising copy in 2010. Ten years on, is the dream over for Alfa Romeo’s Giulietta?

(c) Alfa Romeo Press

Some matters in life are immutable. The changing of the seasons, Elon Musk’s twitter-happy thumbs, General Motors in retrenchment, Alfa Romeo in crisis. Because in an automotive landscape where virtually every once-certain nostrum seems on the cusp of being upended, the embattled Italian heritage brand nowadays appears an almost reassuring presence as it continues to tear at its own hem.

Certainly, that time-worn cliché suggesting that the darkest hour is just before dawn holds little succour for the Biscione of Milan, given that for Alfa Romeo, dawns have been about as frequent as they have been false. But even taking all this into account, the screw appears to be taking a further turn.

Last week, a number of news outlets reported that having already seriously scaled back production of the Giulietta hatchback at FCA’s Cassino plant, the decision has been taken to Continue reading “Dreams Made Flesh”

This Night Has Opened My Eyes

The Alfa Romeo MiTo dies next year and to be frank, Driven to Write is neither happy nor sad.

Image credit: (c) uscarsnews

So the dominoes continue to fall. A little over a week since FCA announced the UK withdrawal of the Grande Punto (as a prelude to its ultimate demise), there comes the latest slaughter of the innocents.

Speaking to Autocar earlier this week, Alfa Romeo Head of Brand (EMEA), Roberta Zerbi confirmed the MiTo’s imminent appointment with the eternal, telling the Haymarket weekly’s Rachel Burgess; “Mito is a three-door and people are choosing more and more five-door cars,” which is a nice line in marketing spin, albeit one which Continue reading “This Night Has Opened My Eyes”

L’Estrema Unzione

Amid reports suggesting Fiat will shortly abandon Italian car production, Driven to Write posits a requiem.

Fiat’s Mirafiori car plant. Image credit: kollectium

So it has come to this. After almost 120 years of car production, Fiat cars, for so long synonymous with the place of their birth will no longer be produced there. Yesterday, we examined Automotive News’ report outlining FCA’s plans to shift Fiat’s entire production output to low-cost outposts outside of Italy. Instead, Fiat’s domestic plants will be refitted to produce upmarket models as FCA transitions towards high-return product.

There is a certain inevitability to this of course, given both the pattern of FCA’s fortunes and the path the wider motor industry is taking, but regardless of Continue reading “L’Estrema Unzione”

Two Cities, One Car

A clumsy name for a rather clumsy car. Ten years ago, Alfa Romeo took aim at the MINI (and its ilk) and missed. We plot the MiTo’s wobbly trajectory.

Image credit: autokult

Alfa Romeo has throughout its long history enjoyed a distinctly patchy relationship with small cars. Pre-War, such a notion would probably have been laughable but even in the latter half of the 20th century, despite the occasional prototype, the smallest car Portello actually got round to sanctioning was the troubled Alfasud, a programme which proved aberrant insofar as it was what we would now class as a C-segment vehicle and was, by a Neapolitan country kilometre, a dynamic front-drive benchmark Alfa would never again match. Continue reading “Two Cities, One Car”