Alfa Romeo has an illustrious history that dates back nearly 100 years and few marques can arouse more passion. The manufacturer was founded in 1910 as "Anonima Lombarda Fabbrica Automobili", or A.L.F.A. Under the direction of Cavalier Ugo Stella, Alfa produced a series of models that became highly competitive and noted for their strong performance and excellent handling.

The Procurator General of the Banca di Sconto, Nicola Romeo, took over the helm in 1915 and revolutionised production. He re-organised the company after World War I and by 1920, Nicola had added his own name to the badge while removing the acronym ALFA. When they won their first World Championship in 1925 a large laurel wreath was placed around the badge but this was reduced in size much later in 1972.

Nicola Romeo left the Alfa Romeo Company in 1928 at a time when motoring started to become more popular. Alfa's sales began to rise partly as a result of competitive success in the growing arena of motor sport, with well to do motorists keen to be seen in Alfa Romeo cars marking them as true status symbols. Mass production began in 1929 and all the manufacturer's plants were reconstructed to bring greater efficiencies. By the second half of the thirties the company was thriving.

Throughout the 1950's and heady days of the '60's, Alfa Romeo was a cool brand to be associated with. The troubled 1970's saw workforce disputes and difficulties on the production lines but even during this decade Alfa managed to open a new plant in the south of Italy where they made the popular Alfasud.

Now, with a range of products that can compare favourably with German competition, the Alfa Romeo brand is cool again.