Alfa Romeo, Born on June 24, 1910

The city of Milan might evoke images of cutting-edge high fashion known as "altamoda," exquisite cuisine, opera at La Scala, or football clubs like AC Milan. However, for car enthusiasts, Milan is inextricably linked with the presence of Alfa Romeo.

Alfa Romeo is a prestigious manufacturer that traces its origins to the A.L.F.A. (Anonima Lombarda Fabbrica Automobili) brand name, first used on June 24, 1910, by a group of Milanese entrepreneurs. The company was founded on the basis of Darracq Italia, which was producing Darracq cars under license from France. Its first original model, the "24HP," marked the beginning of its production. Thus, 2010 marks a momentous 100th anniversary for Alfa Romeo.

And on June 24, 2010, exactly 100 years since the founding of A.L.F.A., a magnificent one-make event commenced. Titled "Alfa Romeo 1910-2010," it was a grand ceremony that embodied the glorious highs, challenging lows, and indomitable history of the esteemed Alfa Romeo marque.

A Grand Gathering of 3,000 Alfa Romeos

The morning of the first day, June 24th, began with opening remarks and a press conference at Palazzo Marino in Parco Sempione, now the Milan City Hall. This was followed by a circuit driving event and opening ceremony at the Monza Circuit, a hallowed ground for Alfa, famous for the F1 Italian Grand Prix. Furthermore, on the 24th and the following day, the "Museo Alfa Romeo" in Arese, near Milan, which has housed Alfa Romeo's factory since the early 1960s, had its opening hours exceptionally extended until 11:00 PM.

However, the main event was undoubtedly the massive rally-style parade run held over two days, the 26th and 27th. Even in the preliminary stages, over 2,300 Alfa Romeo cars and their owners had registered, culminating in an astonishing gathering of 3,000 Alfa Romeos on the event days.

The Parade Run Started at "Fiera Milano Rho"

On the morning of the 26th, a vast number of Alfa Romeos began to gather at the "Fiera Milano Rho," a large exhibition center in Rho, a town adjacent to Arese. The lineup represented the marque's century-long history. From the early RL series of the 1920s, through the pre-war masterpieces of the 6C series, the post-war 1900 series, Giulietta, Giulia, Alfetta, to models produced after Fiat Group's acquisition like the 164 and 155, and then the 156 and 147 from the 21st century, and the latest 159/Brera and MiTo. Nearly every Alfa "stradale" (road car) produced over these 100 years was present.

Additionally, the newly announced Giulietta was also extensively provided by the manufacturer and dealers, playing a role in various stages of the event.

After enjoying a lavish buffet lunch and lively discussions about Alfa at Fiera Rho, these diverse participating vehicles and their owners moved en masse towards the city center for the parade. The massive procession converged at Sforzesco Castle, a historic landmark in Milan known alongside the Duomo and La Scala.

Here, a "review" was held featuring 100 historically significant Alfa Romeos selected from all participating vehicles. Amidst a crowd of thousands, including Milanese citizens and tourists, the 100th anniversary of Alfa Romeo, a symbol of Milan, was celebrated.

A Thrilling Exhibition on Public Roads

The event reached its climax on the morning of the 27th. An exhibition run was held on the "Tangenziale," Milan's ring road. Although it wasn't possible to completely close all lanes as rumored, the sight of Alfa Romeos filling one or two of the three lanes was truly spectacular. Aerial footage captured by helicopters was broadcast on TV and featured in newspapers that day.

The parade participants then reconvened at the "Alfaromeo 100x100" exhibition in Novello, near Milan, which ran from June 19th to 27th. The four-day grand 100th-anniversary event concluded with a moving finale.

In Japan, Alfa Romeo might be perceived as overly familiar. However, looking back before World War II, it was a world-leading racing car constructor and manufacturer of ultra-luxury sports cars, a brand equivalent to modern-day Ferrari. Following the birth of the masterpiece Giulietta in 1954, Alfa Romeo transitioned into a mass-production manufacturer, becoming beloved by the general public rather than being exclusive to the wealthy.

The event held in 2010, more than half a century after this transformation, seemed to encapsulate the latter half of Alfa Romeo's history. It appeared to prioritize embracing the everyday fans who have consistently supported Alfa Romeo over its 100 years.

Like a World Cup for Alfa Romeo

Interestingly, only about 20% of the approximately 3,000 entrants were from Italy; the remaining 80% came from abroad. This included not only neighboring countries like Switzerland, Austria, France, and Germany, but also the UK, Netherlands, Belgium, Croatia, Slovenia, Russia, and even Australia and New Zealand.

Four groups from Japan were confirmed to have participated, renting cars like the "MiTo" and the latest "Giulietta" (!). Entrants from Taiwan and China were also present. At the venue, cheers in Italian and English mingled with German, French, Spanish, Portuguese, and other languages I couldn't identify, underscoring the event's global reach.

Another notable aspect was the immaculate condition of the participating vehicles. Not only the historic models like the Giulietta and Giulia, but even the Alfetta and Alfasud, and 75, which are often treated as inexpensive used cars in Japan, were in superb condition. Compared to them, the Alfa Romeos residing in Japan seemed somewhat shabby. This truly highlighted the "Alfa love" of the entrants gathered from around the world.

Alfa Romeo is undoubtedly one of the most beloved automotive brands in the world. Its centenary milestone was not only grand in scale but also imbued with the spirit of the enthusiast, befitting its remarkable history and emotional character.