History of Alfa Romeo

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laws virtually compel the use of computers, and integrated systems, controlling both engine and transmission, are common. Traction control systems introduced by Mercedes and Lexus even apply the brakes and/or throttle back the engine on loss of traction. For a while, cars spoke to their owners, reminding them that the door was ajar or the lights were on, but these systems were rejected as wretched excesses. Still, the level of automotive power or computer assists shows no tendency to decline.

A kit-car alternative to the MX-5. Re-build Your 33 16V into a very fast roadster.

A sporty turbocharged conversion of the Alfa Romeo 146 ti. Trimmed and facelifted by German tuner Novitec. Voice recognition systems seem next, making power windows and door locks absolutely prehistoric. All these systems are the automotive equivalent of the infrared remote control couch potatoes use for their TV and VCR: they add nothing to the total experience, only make it easier to endure. At the other end of the scale, the Miata discovered a niche for a "no-frills" sport car. It is, however, feature-laden compared to the austerity of the Giulietta and Giulia. The Miata is an engaging car which, given a lot more time and money, probably should have been an Alfa. Finally, it became clear that something had to be done about Alfa. A quiet inquiry was made to BMW if they would be interested in purchasing the company. Having already captured the major part of Alfa's sedan market, BMW had no need of Alfa's production capacity. Ford stepped up as a buyer. For a brief time, it seemed a good match. Ford needed exposure in Italy and might infuse enough

money into the company to revitalize it. But Fiat, which had so many years ago gone on record for Alfa's closure, was unwilling to see a marketing giant such as Ford gain position in its home market. Fiat's position was very much in line with the protectionism which has characterized the Italian auto market. Japanese companies have effectively been kept out of Italy, though the Common Market may undo much of that effort in the near future. While the Japanese have been quick to adopt new trinkets to their cars, the Italians have generally ignored their brand of consumer appeal. That has proved detrimental to the Italian auto industry, just as it has been to the Americans. It's hard to compete when you're not watching the competition, and the price of an Alfa is hard to justify when you're comparing features with similarly-priced Japanese products. The arrangement with Fiat was much more politics than business, and no one at the time gave Alfa a hope of surviving as an identity within Fiat. Fiat's feckless track record in the US, both with its own products and the Lancia, gave Alfisti nightmares. One of the first acts after the Fiat takeover was the cancellation of the Milano sedan. Fiat management had discovered that the sedan was being sold for less than the cost of its manufacture. Now, the product line for Alfa would be mediated somewhere between the niches occupied by Lancia and Fiat, since they


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