Modern world motoring: engage with the Alfa Romeo Giulietta

Is there still a role for Alfa Romeo in the modern world? Its masters certainly think so, although the Italian brand is currently climbing a mountain to regain the heights of desirability it held back in the 1960s and even 70s, when Bertone, Pininfarina and Zagato bodied some of the prettiest cars ever to come out of Italy (no mean feat). Even when the company’s design went off the boil in the straight edge obsessed 80s, Alfas still had a reputation for zesty simplicity and driving delight that managed to trump their troubled relationship with reliability.
Today, both those characteristics are in short supply in the volume car market, shaved into oblivion by design and safety regulations and the relentless homogeny demanded by the modern car buyer. We’re not denying that BMW, Mercedes, Jaguar et al, make fine cars, but they lack the idiosyncratic passion that comes from Alfa’s patchy history, a legacy of legends interspersed with the eccentric and, occasionally, the just plain awful. Now, more than ever, car making is a personality contest and Alfa needs to make the most of the credit in its character bank.
Alfa’s current line-up includes this, the Giulietta, a modestly sized four-door hatchback aimed at those who can’t stomach the relentless uniformity of this very conservative market sector. While the Giulietta doesn’t match the compact chic of its forebears, it is undeniably different, while remaining engaging enough to drive. Like all brands that tout performance as a defining part of their character, Alfa is in danger of equating aggressive styling with elegance, and the little flourishes like the big mesh grilles and flashes of red trim feel slightly tokenistic. In the same way, Alfa has a rather contrived ‘DNA’ system, which allows you to switch the car between dynamic, natural and all-weather modes. It works, but you can’t help but wonder how much of this car’s character has been carefully concocted in the lab, rather than on the track.
Ultimately, none of this matters, for Alfa is, for now, still recognisably different. The Giulietta is precise and rewarding to drive, if not earth-shatteringly swift, with an interior that’s just the right side of Italian idiosyncrasy without being an ergonomic challenge. In short, Alfa lovers will not feel short changed.
The challenge is to channel this difference into far higher sales, driven by the high visibility of niche flagship products like the 4C sports car. Alfa will soon bring its all-new Giulia to showrooms, a sporting saloon that promises to be even more of a return to form, headed up by a top of the range Quadrifoglio model that’s something of a mini-Maserati in terms of looks and performance. For the first time in two decades, the future looks bright for this much-loved motoring brand.
The Giulietta is a modestly sized four-door hatchback aimed at those who can’t stomach the relentless uniformity of this very conservative market sector
All the innovations in Alfa Romeo’s new Giulietta model have been designed to enhance performance as well as provide a unique driving experience
Each element has been designed to perfectly balance power and agility for every road condition, affording extraordinary driving pleasure
INFORMATION
Alfa Romeo Giulietta, from £18,450, rising to £28,495 for the Veloce model. For more information, visit Alfa Romeo’s website
Photography courtesy Alfa Romeo
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox.
Jonathan Bell has written for Wallpaper* magazine since 1999, covering everything from architecture and transport design to books, tech and graphic design. He is now the magazine’s Transport and Technology Editor. Jonathan has written and edited 15 books, including Concept Car Design, 21st Century House, and The New Modern House. He is also the host of Wallpaper’s first podcast.
-
Step inside this Upper East Side jewel box apartment
This radiant Lexington Avenue home is a harbinger of good things for the Upper East Side, and the latest focus of The Inside Story, our series spotlighting intriguing and innovative interior design
By Anna Solomon Published
-
A new hilltop California home is rooted in the landscape and celebrates views of nature
WOJR's California home House of Horns is a meticulously planned modern villa that seeps into its surrounding landscape through a series of sculptural courtyards
By Jonathan Bell Published
-
Is a tiny tattoo the best holiday souvenir? Kimpton Hotels think so
In partnership with Tiny Zaps, Kimpton Hotels is bringing city-inspired tattoo pop-ups to five U.S. locations
By Sofia de la Cruz Published
-
Cantiere delle Marche is an Italian shipyard with a speciality: the high-end explorer yacht
We talk to Vasco Buonpensiere, CEO of Cantiere Delle Marche, about the rise of ultra-self-sufficient, multi-purpose, long distance explorer yachts
By Josh Sims Published
-
Lamborghini, fast friends with the Italian State Police for two decades
When the Italian police need to be somewhere fast, they turn to a long-running partnership with one of the country’s most famed sports car manufacturers, Lamborghini
By Shawn Adams Published
-
We are the world: Pininfarina’s ‘Orbis’ taps Papal support for an eco-friendly agenda
The Orbis is a ‘symbolic object’, a gift to Pope Francis from the Italian design agency at a time of political upheaval and social fracture around all aspects of sustainability
By Jonathan Bell Published
-
Riva Yacht’s Italian shipyard and HQ is refined and expanded courtesy of MMAA
The home of Riva Yacht’s superyacht division on the shores of the Ligurian Sea has been transformed by Studio Manfroni e Associati di La Spezia
By Jonathan Bell Published
-
Peugeot’s sparky 308 gets hybrid power and handsome lines
The Peugeot 308 proves that mass-market design needn’t be dull, blending hybrid power with sharp lines and excellent detailing
By Jonathan Bell Published
-
BMW Motorrad brings out the big guns for its newest cruisers
BMW Motorrad R 18 Bagger and Transcontinental set the tone for high-voltage cruising with a brand collaboration with speaker specialist Marshall
By George Chapman Last updated
-
Dacia’s new Manifesto concept is a true outdoor utility vehicle
Utilitarian auto brand Dacia sets a bold new agenda with its Manifesto, a concept car pitched at the active outdoor market
By Jonathan Bell Last updated
-
The sun sets on traditional supercars at California’s Monterey Car Week
Monterey Car Week, the world’s most prestigious car gathering, is showcasing ever-more extravagant special editions, coachbuilt cars and all-new electric concepts. Here are seven key machines from 2022
By Rory FH Smith Last updated