The 1960 Alfa Romeo Giulietta SZ could also be revisited, but we suspect this is the least likely to get approval given that Zagato has already modernized the design and put it atop the bones of a modern-day Giulia Quadrifoglio. Whichever car gets reimagined, Alfa’s Bottega will produce no more than 50 examples of any new special edition.
“If you go over that number, then you lose the real craftsmanship, and it becomes the usual line of business,” said Fiorio. However, there will be multiple opportunities over the coming years for Alfisti to own a special model. Alfa will reportedly launch new models each year, potentially coming up with new ideas “every two or three years,” according to Fiorio.
In addition, the Bottega will offer artwork and other automobilia, such as sculptures of its scudetti shield and helmets. All of this is intended not to boost profits per se but to boost brand equity, making the Alfa Romeo image more desirable. That should help sell many more mainstream models, and these will give Alfa the profits it needs.