Immagine di un'auto d'epoca sulla neveImmagine di un'auto d'epoca sulle piste da sciImmagine di un'auto d'epoca sulla neve mentre sta nevicandoImmagine di auto che gareggiano sulle piste nella neveImmagine di un'auto d'epoca sul ghiaccioImmagine di uno sciatore sopra un'auto d'epoca iin corsa

Skis strapped on the roof, ski-suit, boots in the trunk, and snow chains often fitted on the rear wheels. The image of an Alfa Romeo on the snow is anything but unusual.

There is more than an affinity between cars and skis: the taste for speed, focusing on the right trajectory. Adrenalin and talent.

Secondly, evolving technology, new solutions, new materials, make it possible not only to improve performance, but also to make cars safer and more suitable to a broader audience.

Lastly, there is an affinity in the "audience" – in terms of languages and atmospheres. Since its origins, Alfa Romeo has set its photo shootings and communication campaigns not only in Milan, Monza, and on other race circuits. But also amidst the lakes and snowy roads of Cortina, Madonna di Campiglio, or the Sestriere.

The snow is the setting for the campaigns of the Giulia, the "Duetto", the Alfetta and the Alfasud. Even the spot of the 156 takes place on the ice of a forcedly icy and snowy Venice. Big events, the skiing team and sponsorships are all part of this story.

But even before this, the advertisements for the 6C 1750, the 6C 2500, or the 1900 often featured skis strapped on the roof, while the "accessories line" never failed to offer snow chains, rooftop ski carriers and weatherproof cargo carriers for extra luggage.

Last but not least, races on the snow: from the big rallies of the 1950s to the Snow and Ice Trophy raced by the Alfasuds, up to the many initiatives that were implemented over time.

The bond between Alfa Romeo and the snow is therefore strong, deep, and difficult to fit into one single definition. In this exhibition, with a hint of irony the Museum chose the image of a ski racer who marked a bizarre Guinness record in Sweden in 1981: 188 km/h standing on the roof of a GTV6.

An exhibition about challenges, speed, and fun that combines two worlds which seem to be poles apart, but which are as close as ever, alternating stories, objects, cars, equipment, and plenty of images that seem to step right out of an album of memories.



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