The Return of Alfa Romeo to Formula 1

Alfa Romeo is one of the most storied brands in international motorsport. Almost as old as the sport itself, Alfa won the first Grand Prix championship in 1925 and has won the 24 Hours of Le Mans, the Mille Miglia and the Targa Florio numerous times since. For Europeans, Alfa has always been in the forefront of the automotive industry. However, for those of us on the other side of the pond, Alfa is relatively unknown - until recently. In 2009 they made a quasi-return by producing one hundred Alfa Romeo 8C models, but that went relatively unnoticed by the automotive public as the $300,000 price point and limited production relegated the 8C to collector status.Alfa Romeo again returned to the US in 2015 launching the Giulia, 4C and the Stelvio soon thereafter, resulting in young boys asking their moms for posters of the fire-breathing Giulia Quadrifoglio versions. This return has indeed been very positive for the Milan based manufacturer and has turned the page for the next chapter in their history. In 2017 Alfa Romeo announced that they would partner with the Swiss Formula One racing team Sauber as a title sponsor for the 2018 season. This is a sign of greater things to come for the alpha pride of Milan.

But now, Alfa Romeo is climbing back to the top of international motorsport. Alfa Romeo Sauber is competing in the 2018 F1 season as they hope to reinstate their control over the world of motorsport. The road ahead will be difficult because Sauber is no world championship team, however, this signifies a greater motive. Why would Alfa partner with Sauber for any other reason than this: the road to a manufacturer starts in Formula One. The prospect is tantalizing, and one that any true fan of motorsport in various forms could hope for. One of the biggest complaints is that Formula One does not have enough manufacturer diversity and competition. This move by Alfa Romeo alongside Aston Martin joining Red Bull Renault may give Formula One fans new teams to cheer for in the upcoming season..

Let’s remind ourselves of the original attraction to motorsport for small auto manufacturers namely: brand exposure. Motorsport is the proving ground for any and all auto manufacturers, the great equalizer per se. With Alfa Romeo getting back into the mix, alongside Aston Martin, this should provide increased sales and brand recognition across the world. In a narrow US market, Formula One is exactly the avenue to get their name out into the marketplace with the likes of Audi, Mercedes and BMW. Why stop there? Think of the technology that will be incorporated into future Alfa Romeos. Will there be a Giulia Quadrifoglio hybrid incorporating KERS battery technology to boost the torque ratings and recharge under heavy braking by capturing the thermal energy to use as the rear tires hurl the car out of the corner seconds later? The possibilities are almost endless and just might reinstate the brand back up to international status with Ferrari, Bentley, McLaren and more.

Can Alfa Romeo be a championship winning team in F1 in the near future? Possibly. Can Alfa use exclusive engineering of F1 to give us another “Car of the Year?” Possibly. Will this be a fantastic few years for petrol heads across the world? Definitely.

#F1 #alfaromeo #sauber #racing