Creativity and Technological Innovation

By Enrico Leonardo Fagone - 2 October 2019
Alfa Romeo has participated in the project

Design as a vector
In recent years, the automotive world has seen design emerge to become a true vector of development. This is evident in the changing image of the automobile, which is considered by many to be one of the most iconic designs of our time. It is even more evident in the impact of creative and design work, which has defined modes of expression and configured the identity of brands like Alfa Romeo, which has more than a century of heritage.

Italian creativity has graced many an arena, not just the items of daily use but fashion, the visual arts and music. Around the globe, generation after generation of Italian designers have contributed to this, promoting the typically Italian vocation of combining tradition with innovation, mastery, expertise in invention, highly-specialized craftsmanship and advanced manufacturing technology.

Throughout automotive history, the Alfa Romeo brand has been considered one of the most creative and industrially competent brands out there for its combination of a compelling sporting tradition with an unwavering quest for making vehicles that are just right. Alfa Romeo cars have always pursued the idea of beauty, striving for an aesthetic in which structural and technological components are ideally matched and objects of legitimacy. This has been self-evident from the marque’s very first series of cars in the 1930s: the 6C 1750 Gran Sport (Zagato coachwork), the 8C 2300, the 8C 2900, and in the decades after the 159 cars made exclusively for competition, the 6C 2500, the 1900 Disco Volante (Touring), the Coupé 1900 and the Giulietta Sprint by Bertone. Over the years, the Alfa Romeo brand has teamed up with top coachbuilders on countless cars. Men of the caliber of Pininfarina, Bertone, Touring and Zagato. A host of top car designers have left their mark on Alfa Romeos, from Vittorio Jano to Orazio Satta Puliga, Giuseppe Busso, Rudolf Hruska, Franco Scaglione, Marcello Gandini,...