EVENTS

Alfa 75: "A real sportswoman"

22 April, 2019

A special Sunday dedicated to Alfa 75 with in-depth analysis by Antonino D'Anna and exclusive documents by CozziLab. Guests Pietro Cozzi and Alessandra Giorgetti from Afra.

OnSunday 12th May don't miss the opening dedicated to an Alfa that still makes you dream. She has been the protagonist of numerous posts on social media in recent months, with quotations and relaunches that have turned the attention back on her. We are obviously talking about theAlfa 75, the undisputed protagonist of the Special presented by Antonino D'Anna.

Guest of the day, together with our legendary Pietro Cozzi, Alessandra Giorgetti, sales manager of AFRA, a company specialising in vintage Alfa Romeo spare parts.

For the first 40 subscribers an exclusive gift: the numbered and signed reproduction of a photo of the Fratelli Cozzi Museum archive dedicated to Alfa 75!

Presented to the press on 11 May (the date of our Special is no accident) in 1985 on the occasion of the 75th anniversary of Alfa Romeo, Alfa 75 represents one of Arese's "miracles". Born, as happened also for other models, from the need to combine the difficult economic situation and the need to conquer the market with a new Alfa dream. Unable to design a car from scratch, the company chose to preserve the mechanics and structure of the Giulietta's bodywork, redesigning the external sheet metal. And yet its success will make it appreciated even overseas.

We do not want to reveal its entire history to you but, for sure, we cannot omit some details of the communication that struck us by leafing through the documentation that accompanies the Evolution exhibited at the Museum.

On 21 March 1986, after the official launch of the previous year, the new version of the Alfa 75 was presented and marketed: the 1.8 TURBO. As we always tell our visitors, this Museum also represents the history of the marketing of the product, through the conservation and study of the documentation, newspapers and graphics. Surely the press review of that time, takes a photograph (perhaps it would be more on the subject of Polaroid) of the winking language typical of the 80s.

Here then we are not surprised by headlines like "Turbo in stern" reported by the newspaper Il Giorno or expressions like "hymn to power [...] with exemplary sweetness" and "long life (of the engine)". A language that winks at theMan who never has to ask, to quote another advertisement that was very popular at the time and that, by chance, dates back to 1985.

But if sensuality was the leverage to get to the heart of the consumer, it certainly could not miss another captivating motivation direct to the potential customer's portfolio. Today marketing has also reached the tax offices, better to speak of "concessions", but in the heart of the '80s it was certainly more popular to speak of "lower tax penaltiesin those countries where high engine capacities are particularly affected: first of all Italy, where the new Alfa 75 Turbo is subject to the same VAT rate of 18%".

We hope to have intrigued you with these small samples of 75 and we are waiting for you at the Fratelli Cozzi Museum SUNDAY May 12 when we will welcome you with a welcome coffee, before taking you on a guided tour and entertaining you with Antonino D'Anna, Alessandra Giorgetti and Pietro Cozzi.