Alfa Romeo returns to Formula 1


Giannis

Staff member
Alfa Romeo returns to Formula 1

  • Alfa Romeo returns to Formula 1 after more than 30 years away from the sport
  • Alfa Romeo and Sauber F1 Team have entered into a multi-year partnership agreement covering strategic, commercial and technological cooperation
  • The official name will be Alfa Romeo Sauber F1 Team

The prestigious Italian brand owned by Fiat Chrysler Automobiles (FCA) today signed a multi-year technical and commercial partnership agreement with Swiss Sauber F1 Team for participation in the Formula 1 world championship beginning with the 2018 season.

The single-seaters will sport the distinctive colors and logo of Alfa Romeo, the team’s Title Sponsor, and will be equipped with 2018 Ferrari power units.

The scope of the agreement includes strategic, commercial and technological cooperation in all applicable areas of development, including access to engineering know-how and the expertise of Alfa Romeo technical staff. This partnership will provide additional opportunities for the two organizations in both Formula 1 and the automotive sector in general.


The official name will be Alfa Romeo Sauber F1 Team.


Sergio Marchionne, CEO of FCA, said: “This agreement with the Sauber F1 Team is a significant step in the reshaping of the Alfa Romeo brand, which will return to Formula 1 after an absence of more than 30 years. A storied marque that has helped make the history of this sport, Alfa Romeo will join other major automakers that participate in Formula 1. The brand itself will also benefit from the sharing of technology and strategic know-how with a partner of the Sauber F1 Team’s undisputed experience. The Alfa Romeo engineers and technicians, who have already demonstrated their capabilities with the newly-launched models, Giulia and Stelvio, will have the opportunity to make that experience available to the Sauber F1 Team. At the same time, Alfa Romeo fans will once again have the opportunity to support an automaker that is determined to begin writing an exciting new chapter in its unique, legendary sporting history.”

Pascal Picci, Chairman of Sauber Holding AG, commented: “We are very pleased to welcome Alfa Romeo to the Sauber F1 Team. Alfa Romeo has a long history of success in Grand Prix racing, and we are very proud that this internationally renowned company has chosen to work with us for its return to the pinnacle of motorsport. Working closely with a car manufacturer is a great opportunity for the Sauber Group to further develop its technology and engineering projects. We are confident that together we can bring the Alfa Romeo Sauber F1 Team great success, and look forward to a long and successful partnership.”

The return of Alfa Romeo, one of the major protagonists in Formula 1 history, is expected to contribute significantly to the appeal and future development of the sport. Alfa Romeo brings with it technological know-how and a large and passionate fan base, while participation in the championship also offers benefits for the brand in areas such as technology transfer and road safety.

Alfa Romeo is known around the world for its racing heritage and technological excellence. The undisputed champion of the pre-war Grand Prix (in 1925, the GP Tipo 2 dominated the first World Championship), Alfa Romeo participated in Formula 1 from 1950 to 1988, both as a constructor and engine supplier. Immediately upon its debut, Alfa Romeo won the first two drivers’ world championships, in 1950 and 1951, with drivers Nino Farina and Juan Manuel Fangio. From 1961 to 1979, Alfa Romeo participated as engine supplier to several F1 teams. Following its return as a constructor in 1979, Alfa Romeo achieved its best result in 1983, taking sixth place in the constructors’ championship. More than 30 years after withdrawing as a competitor from Formula 1 (1985), the brand is returning with the clear intention to make its mark.

About Alfa Romeo and FCA

Alfa Romeo is a historic brand of FCA Group. Since its founding in Milan, Italy, in 1910, Alfa Romeo has designed and crafted some of the most stylish and exclusive cars in automotive history. That tradition lives on today as Alfa Romeo continues to take a unique and innovative approach to designing automobiles. In every Alfa Romeo, technology and passion converge to produce a true work of art. Fully reviving Alfa Romeo’s spirit and maximizing its global appeal has been one of FCA’s priorities. Following a clear and well-defined strategy, Alfa Romeo is writing a new chapter in its more than century-long history that represents an extraordinary opportunity to realize the brand’s full potential. Today, Alfa Romeo is a true showcase of the Group’s best resources, talent and technological know-how. Alfa Romeo is winning the hearts of a new generation and retaking its rightful position as one of the world’s most desired premium brands. It is, once again, one of the leading symbols of Italian engineering and style, an icon of Italy’s technological excellence and creative spirit.

FCA designs, engineers, manufactures and sells vehicles and related parts and services, components and production systems worldwide through 162 manufacturing facilities, 87 R&D centers, and dealers and distributors in more than 150 countries. In addition to Alfa Romeo, its stable of brands include Abarth, Chrysler, Dodge, Fiat, Fiat Professional, Jeep, Lancia, Ram, Maserati and Mopar, the parts and service brand. The Group’s businesses also include Comau (production systems), Magneti Marelli (components) and Teksid (iron and castings). FCA is listed on the New York Stock Exchange under the symbol “FCAU” and on the Mercato Telematico Azionario under the symbol “FCA”.


About Sauber Motorsport


In 1970 Peter Sauber founded his company and designed his first racing car in the cellar of his parents’ house. The race team grew steadily and enjoyed its first major international successes in the late 1980s. As the Mercedes works team, Sauber celebrated a one-two victory in the Le Mans 24-hour race in 1989 and back-to-back Drivers’ and Manufacturers’ titles in the World Sports Car Championship in 1989 and 1990. In 1993 Sauber entered Formula One. Among the team’s F1 highlights have been a fourth-place finish in the Constructors’ World Championship in 2001 as an independent team and – in partnership with BMW – a one-two finish in the 2008 Canadian Grand Prix on the way to third place in the constructors’ standings that year. In 2010 Sauber became an independent outfit once again. 2012 was a very good year of the Sauber F1 Team, headlined by four podium finishes, 126 World Championship points and sixth place in the constructors’ standings. The 11th October 2012 marked a milestone in the history of the team – the day when Sauber stepped down as Team Principal and passed on the baton to Monisha Kaltenborn. Between 1993 and the end of 2016 the team contested 424 grand prix in Formula One. In 2017 the Sauber F1 Team celebrates another milestone: it is the 25th Formula One season in the teams’ history. The fourth oldest Formula 1 team starts together with its new owner, Longbow Finance S. A., into a new era. In 2017, Frédéric Vasseur was named as the new Managing Director and CEO of Sauber Motorsport AG, and Team Principal of the Sauber F1 Team. Sauber has its headquarters in Hinwil, in the Swiss canton of Zurich. The team’s state of the art factory houses manufacturing facilities and offices spanning an area of 15,600 square meters and boasts one of the most advanced wind tunnels in F1.
 
Yawn! Another F1 entry through branding. What a way to add €50-100m to the marketing budget by putting it towards an comprehensive F1 title sponsorship.

It will certainly help spread the word about Alfa Romeo and I hope it’s coupled by an expansion of the dealer network. We need a few more Alfa only dealer rather than Alfa, Citroen and Peugeot on the same showroom floor.
 
Alfa Romeo should spend money on engineering better cars and improving the quality of their mediocre cars, not going into F1.


BINGO!!!!!! This is such a waste of money. Not to mention Chrysler is dying a slow death and most FCA domestic cars are 10 years old.

M
 
Alfa Romeo should spend money on engineering better cars and improving the quality of their mediocre cars, not going into F1.

BINGO!!!!!! This is such a waste of money. Not to mention Chrysler is dying a slow death and most FCA domestic cars are 10 years old.

M

They're doing this to help with marketing their new broad appeal lineup. Problem is the lineup (4c aside) is garbage, frankly speaking, and sales are sluggish.

Put a regular Giulia and 3 series side by side, and the majority would go the 3 irregardless of the "Alfa Romeo" name. Sales figures backs this.
 
Maybe the FCA top brass know that there is nothing they can do to the fundamental quality of their cars atm since they have been on the market for a little while now and the only thing they can do in the near term is to put more lipstick on the pig via marketing its participation in F1.
 
Maybe the FCA top brass know that there is nothing they can do to the fundamental quality of their cars atm since they have been on the market for a little while now and the only thing they can do in the near term is to put more lipstick on the pig via marketing its participation in F1.

Yupp. €50-100m spent on F1 is cheaper than 500m-1billion towards improving quality.

Hopefully this will help them sell more Giulias but they will have to improve pricing and finance deals.
 
why not to give them a chance? let them make better cars for the future, improve the dealership network and in the meantime to partecipate to Formula One...They are trying to do their best and they have a good potential...So?
 
why not to give them a chance? let them make better cars for the future, improve the dealership network and in the meantime to partecipate to Formula One...They are trying to do their best and they have a good potential...So?

My friend, you must be less than 30 years of age. Some of us here have waited since the late 1980s for Alfa to turn things around. I doubt things will improve anytime soon. The last time I was genuinely excited was when Ferdinand Piech ran his ruler over Alfa Romeo.
 
My friend, you must be less than 30 years of age. Some of us here have waited since the late 1980s for Alfa to turn things around. I doubt things will improve anytime soon. The last time I was genuinely excited was when Ferdinand Piech ran his ruler over Alfa Romeo.

unfortunately I am much older :banghead:
and happy and lucky enough to have seen the new Alfa tendency, firing the engine of my Giulia Quadrifoglio every single morning by last 10 March...So I am sorry but I am not the right person to speak about any classical Italian or Alfa's stereotype ..They changed a lot. More than you can imagine if you don't own one. But of course tomorrow morning the engine could simply explode, I could loose the wheels on the road, the typical Alfa's rust could appear in the afternoon and I would have to admit that you are simply right. Who knows:)
 
Alfa Romeo's return is cosmetic at the moment, as the PU to be used by Sauber is still a Ferrari one, so it's just a brand name so far. It looks like Ferrari wants to turn Sauber into its junior team, just like Scuderia Toro Rosso is the junior team of Red Bull.

Maybe this will help Charles Leclerc to get a racing seat for the next season instead of throwing him over to Super Formula. The guy is such a talent that Ferrari must support him as much as possible.

However, I'm still waiting for Alfa Romeo to pop up in DTM, as the series suits them better in my view, and the participants over there compete directly with the Italian brand...
 
However, I'm still waiting for Alfa Romeo to pop up in DTM, as the series suits them better in my view, and the participants over there compete directly with the Italian brand...

I wouldn't complain if it did, but I can't see it happening.

F1 has around 20 times the viewership that DTM does globally, so in terms of €'s spend per viewing F1 is a no-brainer vs. DTM.

If Alfa were looking at running a full works F1 team with top level budget, it wouldn't be so different to DTM in terms of €/viewing.... but the probability of return on investment at all is still 20 times lower... DTM would be good for race fans, it'd be good for Alfa fans... but I can't see it being good for FCA's bottom line.
 
I wouldn't complain if it did, but I can't see it happening.

F1 has around 20 times the viewership that DTM does globally, so in terms of €'s spend per viewing F1 is a no-brainer vs. DTM.

If Alfa were looking at running a full works F1 team with top level budget, it wouldn't be so different to DTM in terms of €/viewing.... but the probability of return on investment at all is still 20 times lower... DTM would be good for race fans, it'd be good for Alfa fans... but I can't see it being good for FCA's bottom line.

Good points, which I agree with. I can see the costs for Alfa Romeo entering as a name only could end up nearly the same amount if they enter DTM since they'll need a complete works team, and the return on investment as you mentioned is way better in F1.

Regarding Sauber, I hope that this collaboration may at least give the team a push to become more competitive. They've been around for long enough without accomplishing many results that you might consider worthy. Their best results were with BMW during the second half of the past decade, but a single win during their entire record is not that good, even for a second tier team, at least from my own point of view.

F1 could be the only motorsport format where the following can go beyond people whom you consider a dedicated racing fans. Unfortunately, sports in general are more concerned about the bottom line than caring for the entertainment of the fans, and motorsports are expensive to begin with...
 
The road to success: First step-entering F1, second step - hiring Elon Musk as a marketing manager

Have you guys seen him reposting 0-60 comparisons? It's a marketing obsession for him - like a certain dude and Twitter usage.

Makes me wonder if MT is on their payroll looking back at prior reviews. Why not do a track test as well?....
 
Makes me wonder if MT is on their payroll looking back at prior reviews. Why not do a track test as well?....

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Chris Harris did the same thing long before MT and didn't do a track test either. Makes me wonder if Chris Harris is also on the payroll too?

conspiracykeanu.webp
 
why not to give them a chance? let them make better cars for the future, improve the dealership network and in the meantime to partecipate to Formula One...They are trying to do their best and they have a good potential...So?

Alfa’s potential is good but over the next model years they need to step up quality, improve the infotainment and add finess where required, or else they won’t be able to capitalise on the buzz of the new Giulia and Stelvio.

Both the Mito and Giulittas badly need replacing. A new 3 Series and facelifted A4 and C-Class are less than a year away and will make commercial success for Giulia very challenging.

Having thought about it, F1 sponsorship might be money well spent to quickly get the word out to the masses that Alfa is having a renaissance and have cars worth considering.
 

Alfa Romeo

Alfa Romeo Automobiles S.p.A. is an Italian luxury car manufacturer and a subsidiary of Stellantis Italy. It was founded on 24 June 1910 in Milan, Italy, as A.L.F.A., an acronym for Anonima Lombarda Fabbrica Automobili. The brand is known for sport-oriented vehicles and has been involved in car racing since 1911. As of 2023, it is a subsidiary of the multinational automotive manufacturing corporation Stellantis.
Official website: Alfa Romeo

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