Alfa Romeo 115th Birthday Party Was as Wild as You’d Expect
Alfa Romeo 115th Birthday Party, Macchinissima III, was as wild as you’d expect, celebrating the marque’s past with a vibrant, party-like atmosphere in Los Angeles. Fanatical enthusiasts mobbed the latest Alfa Romeo 33 Stradale, its butterfly doors open wide, flanked by stunning forebears: a 1931 Alfa Romeo 6C 1750 Gran Sport Spider by Zagato and a 1957 Alfa Romeo 1900 SSZ. This dazzling event, featuring concours-grade Italian classics, served as a reflection on Alfa Romeo’s rich history as it navigates the present and charts a challenging course into an increasingly electrified future.
Reflecting on the Past: A Festive Showcase of Italian Automotive Art
Macchinissima III was a unique fusion of automotive reverence and lighthearted festivity. A giant reflective ball hung above the 33 Stradale, casting a retro-futuristic glow on the scene. The “Red Room” warehouse displayed multi-million-dollar classics like a Ferrari 250 TDF, a Maserati A6G Berlinetta by Zagato, and a Ferrari 275 GTS by Pininfarina, all resplendent in red paint. Amidst these supercars, an unassuming Vespa Ciao owned by organizer Dorian Valenzuela highlighted the event’s ethos: showcasing unobtainable cars alongside stylish yet affordable transportation without taking itself too seriously. The room’s The Shining-themed decor, with an Overlook Hotel printout and typewritten papers, underscored this cheeky approach.
Throughout the multiple lots, a theme of “present echoing the past” was evident:
- A safari-prepped GTV2000 contrasted with a prewar Lancia Lambda.
- A Ferrari Dino 246 GT sat opposite a modern Ferrari 296 GTB.
- A pair of Lamborghini Miura supercars were positioned adjacent to a modern Revuelto V-12 flagship.
Another hall presented a technicolor display of Italian design, featuring a Ferrari 512 BBi, a Lancia Fulvia Sport Zagato, and a Maserati Ghibli. A Pagaso Z-102, designed by former Alfa Romeo engineer Wifredo Ricart, served as an insider’s nod to automotive history.
Valenzuela emphasized the event’s broader appeal, inviting friends interested in art, fashion, or music. A DJ spun Italo-disco, house, and punk while attendees enjoyed pizza, espresso, and Italian cocktails. Vintage bicycles encircled classic Alfa Romeo models, and a Lamborghini Gallardo owner even popped a bottle of prosecco from his car’s frunk, creating a truly communal atmosphere.
Taking on the Future: Alfa Romeo’s Challenges and Hopes
Organized by Valenzuela, Mike Baum, and Bronson Page, Macchinissima III gained official sponsorship from Alfa Romeo itself, using the event for the L.A. debut of the modern 33 Stradale. This was a “special and rare moment,” signifying Alfa Romeo’s recognition of the event’s unique cultural resonance. The modern lineup—a Giulia, Stelvio, and Tonale—was displayed alongside historic models like a rare GTV6 Balocco SE and immaculate Spider convertibles.
Valenzuela praised the new 33 Stradale, calling it a “giant splash of the design of this car” in an era of hypercar saturation, likening it to the original 1968 Tipo 33 Stradale, which he considers “one of the most influential, beautiful cars ever designed.” The modern 33 Stradale, related to the Maserati MC20, is offered with both an EV powertrain and a twin-turbocharged V-6 engine. Only 33 units of this spiritual successor will be produced by Touring Superleggera, all reportedly sold upon announcement.
Despite the excitement surrounding the 33 Stradale, Macchinissima III also highlighted Alfa Romeo’s ongoing struggles to regain momentum since the passing of automotive industry legend Sergio Marchionne, who was instrumental in bringing the brand back to the U.S. While the Giulia and Stelvio (now nine and ten years old, respectively) once garnered awards, their age shows. The newer Tonale, a fun-to-drive subcompact SUV, hasn’t significantly moved the needle in its competitive class. Alfa Romeo is due to refresh its entry-level model soon.
The event also subtly reminded attendees of the all-electric Alfa Romeo Junior Zagato SUV (originally named Milano), which has yet to be homologated for the U.S. market due to a government mandate against the Polish-built SUV wearing an Italian city nameplate. This highlights Alfa Romeo’s stagnation in the compact-SUV EV segment while rivals introduce their electric contenders.
However, Alfa Romeo isn’t out of the race. It has plans to continue its restomod business, develop a new halo car, and eventually introduce new versions of the Giulia and Stelvio. For future Macchinissima events, Valenzuela and his partners plan to maintain their focus on “quality over growth,” prioritizing taste-making and presentation. The strong turnout at this “great, fun event” demonstrates that Alfa Romeo’s faithful are ready to embrace its next moves, regardless of its current market position.
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