Alfa Romeo Launches New Brand Identity In Milan

Alfa Romeo has been hard at work attempting to reinvent itself. The Italian automaker has a poor reputation for reliability but promises that its new crossover will set new quality standards for the brand as a whole. We're speaking, of course, about the upcoming Alfa Romeo Tonale that was revealed in February. Alfa's CEO has promised to keep the momentum going and we've heard rumors of a new sports car arriving next year. It remains to be seen if this project is more than fantasy, but in the meantime, the famed marque used the European commercial launch of the Tonale to inaugurate a new flagship store in Milan, where Alfa was founded in 1910. This, says Alfa, also inaugurates its new brand identity.

The Stellantis &You Sales & Services dealership in Milan is the first showroom to feature this new brand identity and "will provide an immersive sensorial experience and put the brand's core values and vision of the future on display." On the outside, the new flagship store shows the brand's traditional cursive writing along with a large, reflective red totem. Additionally, Alfa's red features alongside "the elegance of gray", which is meant to express the brand's premium aspirations and its technology.

Inside, the inspiration is nature, and a number of materials are chosen for the way they feel. An oxidized look characterizes many of the fascias, with Alfa's red meant to appear as magma between rocks.

In the Lounge Area, various books offer visitors the opportunity to discover the brand's history. Alternatively, merchandise is available or you can just relax at the cafe. A private area in the showroom has also been set aside for new purchases and after-sales service. Naturally, the Alfa Romeo Tonale is the focal point of the place. As the brand's first electrified compact SUV, this car is meant to signify the change that the automaker promises.

"Alfa Romeo wants to offer its customers immersive, and even visceral, experiences everywhere they come into contact with the brand," says senior VP of marketing, Francesco Calcara. "This starts at our dealers, where customers will be able to explore the brand's entire ecosystem while they are at the heart of a premium purchase experience."