As the Brera
begins arriving in the dealership across mainland Europe,
Alfa Romeo has just released on the internet an extended
version of the futuristic 'Machine Warriors' viral, designed
to build interest in the new sportscar. Before Christmas the
'Machine Warriors' website offered a short 'teaser' clip,
but now a much-longer version, featuring the Alfa Brera in more
active detail has emerged. Using state-of-the-art computer
graphics the new Alfa Brera is thrust into a series of
fast-moving scenes that contain fighting robots, rapid
action and 'space age' surroundings.
It's been a
hectic month for the Giorgetto Giugiaro designed Alfa Brera,
one of the most anticipated new sportscars of the last year.
First seen in production form at the Geneva Salon last
March, it is now on sale in Italy, and spreading its was
across Europe through the late winter and early spring.
Within the last two weeks it has scooped up two major design
(Europe) granted the prestigious European Automotive Design
Award 2006 to the Alfa Brera. This is in fact the
second time that the Italian carmaker has received this
award, which was created back in 1995, as in 1998 Alfa Romeo was
handed it for the Alfa 156 sedan.
The new Alfa Brera coupé came out on top of the survey that
Designers (Europe) held in Europe last year, with votes
collected from an informed mix of voters, including
automotive journalists, professional automotive designers
and design students. Designers (Europe) is a private and
independent organization located in Belgium since 1989. It
promotes automotive design throughout Europe and organizes
design events, including the European Automotive design
Competition, aimed at discovering new design talents.
Designers (Europe) is represented in more than 30 countries.
The new Alfa Romeo Brera came out ahead of the Jaguar XK and
the Lexus IS in the voting. "This award confirms that Alfa
Romeo has chosen the right design direction for its new
coupe while co-operating with the famous design house of
Turin Ital Design and Giorgietto Giugiaro," said Designers
(Europe). From the jurors who took part in the voting
process, Designers (Europe) selected the comment made by Mr.
Patrick Le Quément, Senior Vice-President Corporate Design
at Renault. His opinion emphasises perfectly the state of
mind behind the new Brera. Mr. Le Quément says: “The Alfa
Romeo Brera shows a very sporty design, with a rear end
reminding us the excellent design of the Porsche 928 -
thanks again Mr. Anatole Lapine - while the front end is
absolutely gorgeous. Well done Mr. Giugiaro and well done
As the Brera begins arriving in the dealership
across mainland Europe, Alfa Romeo has just released
on the internet an extended version of the
futuristic 'Machine Warriors' viral, designed to
build interest in the new sportscar.
In a viral featuring state-of-the-art computer
graphics the new Alfa Brera is thrust into a series
of fast-moving scenes that contain fighting robots,
rapid action and 'space age' surroundings.
Secondly this month the Alfa Brera
picked up the prestigious "Most Beautiful Car in the World"
award during a glittering ceremony at the 21st annual
International Automobile Festival held in the Grand Palais
in Paris last week, a site with legendary significance in France’s
cultural heritage and also in the history of the automobile.
The Alfa Brera fended off competition from the other three
contenders on the final shortlist: the Peugeot 407
Coupé, Chrysler 300 C Touring and Lexus IS 250, to pick up
the prestigious award for aesthetic beauty, to add to the
long list of major design awards the Brera has won since being
first presented as a
concept in 2002. These numerous important international award include:
the ‘Best of Show’, awarded by the magazine Autoweek at the
Geneva Motor Show, ‘Best of Show’ in the Prototype category
at the Villa d’Este Concours d’Elégance, two prizes for its
category at the Bibendum Challenge 2002, one as ‘one of the
most elegant in the world’; and also the title of ‘the most
fascinating car’ during the Super Car Rally 2002, which runs from Paris to
The "Most Beautiful Car in the World" award was handed out
during a glamorous ceremony at the Grand Palais that brought
together leading figures from the arenas of big business,
sport and entertainment.
Top Gear are always the toughest of motoring critics,
and after maverick presenter Jeremy Clarkson was moved to
say that the Brera was "Cameron Diaz on wheels" they
sent reporter Paul Horrell to Balocco to test drive the new Alfa
Romeo Brera, and he came away overwhelmed by almost every
aspect of the exciting new Italian sportscar. "Saunter up
close and enjoy the perfectly integrated detailing. From 10
paces, admire the strong surfaces. And when it's just
'Tangoed' you on the motorway, check out the wide track, the
tough stance, the serious way it suckers down onto the
road," said Horrell.
"Hey, who cares that you can't see a bit of it from the
driving seat when you're trying to reverse? It's for car
styling exactly like this that God saw fit to give us
parking sensors. Sliding our point of focus forwards, the
rest of the car is pretty darned gorgeous too," Horrell
continued, adding: "Behold those
clean but rather rakish rear pillars, the narrow-eyed
glazing, the perfectly integrated side creases, the neat
triangular blades for door handles and side indicators, the
six-lamp nose, the proud grille."