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NewsAlfa Romeo Launches New “Control” Campaign

Alfa Romeo Launches New “Control” Campaign

Alfa Romeo wants to remind luxury vehicle buyers that their pair of offerings will put the driver in control

  • Alfa Romeo is celebrating its 110th anniversary this year.

  • This new campaign is about power and control.

  • The Stelvio and Giulia are quite pleasant to drive.

2020 has been quite a big year for Alfa Romeo. In the span of only a few months, they introduced the ballistic Giulia GTA, partied for their 110th anniversary, and updated both the Stelvio and Giulia. And all of this, following the introduction of the upcoming Tonale SUV. It looks as though Alfa wants to take control of its future, and today wants to remind you all that driving an Alfa Romeo puts you in control.

The campaign, which features choreographed stunts with the Alfa Romeo Giulia and Stelvio in the video, will run across numerous digital streaming, and social media channels. The light trails used to mark out the brand’s various logos were achieved thanks to long-exposure video. The effect is certainly cool.

2020 Alfa Romeo Giulia Quadrifoglio | Photo: Alfa Romeo

These are not however the run-of-the-mill Stelvio and Giulia as both sport the Quadrifoglio logo on their flanks. As a reminder, they are powered by a Ferrari-derived twin-turbocharged 2.9-litre V6 engine still produces an incredible 505 horsepower and 443 lb.-ft. of torque.

“For Alfa Romeo, the driver is always at the centre,” said Tim Kuniskis, Global Head of Alfa Romeo and Head of Passenger Cars – Dodge, SRT, Chrysler and FIAT, FCA – North America. “This driver-centred focus, highlighted by the new campaign, is enhanced by Alfa Romeo’s updated cockpits featuring premium appointments, a standard 8.8-inch centre touchscreen display, state-of-the-art connectivity and available level II autonomous driving capability, offering our customers more options, ‘control’ and an exhilarating driving experience.”

2020 Alfa Romeo Stelvio Quadrifoglio | Photo: Alfa Romeo

For those who are curious about the music, it was created by Emmit Fenn, and is called, “Control”. The voiceover is done by actor Alexander Skarsgård.


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Matt St-Pierre
Matt St-Pierre
Trained as an Automotive Technician, Matt has two decades of automotive journalism under his belt. He’s done TV, radio, print and this thing called the internet. He’s an avid collector of many 4-wheeled things, all of them under 1,500 kg, holds a recently expired racing license and is a father of two. Life is beautiful. Send Matt an emai


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