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Deep down, even the most Milquetoast driver occasionally imagines himself a Juan Fangio or Jimmy Clark, shifting down for the Curva Grande at Monza or roaring onto the Mulsanne Straight at Le Mans. Few automakers play on this fancy so successfully as Milan's Alfa-Romeo. An ad for the sporty Giulia GT model, for instance, shows a father strapping on a crash helmet while his wife and child prepare to climb in. "The family car that wins races," proclaims the ad. Thanks to its fast cars and fanciful advertising, Alfa-Romeo is pulling ahead in the Italian auto...

Author: /time Magazine | Title: Italy: Romeo's Sweet Giulia | 3/4/1966 | See Source »

Wind Design. To enlarge its market, Alfa-Romeo last month began producing a light Giulia 1300 TI (for Turismo Internazionale). Priced in Italy at $2,270, the four-passenger car is not quite the cheapest Alfa-Romeo. For several years, the company has had a plainer, less well-padded Giulia 1300 on the market at $2,080. The new 1300 TI model, with a more powerful engine and stylish interior, is calculated to appeal to customers who want comfort and speed at a moderate price...

Author: /time Magazine | Title: Italy: Romeo's Sweet Giulia | 3/4/1966 | See Source »

Born 46 years ago in Russia, Slavik (real name: Vyacheslav Vasiliev) is married to the fashion director of Elle, drives about Paris à la folie from one decorating job to the next in his new Alfa Giulia super sedan. He started out as an industrial designer, but really made his mark when he concocted Pub Renault, a snack bar in Renault's auto showrooms. The booths resemble antique car seats, waitresses can be summoned by a brass klaxon, and the menu ranges from Renault's new Caravelle coupe ($2,300) to buttermilk...

Author: /time Magazine | Title: Decor: Vive le Pub | 2/25/1966 | See Source »

...Eternal City has always had an eternal problem: traffic. In Julius Caesar's day it was chariots and wagons jammed axle-to-axle on the cobblestones. Today it is Fiats and Alfa-Romeos bumper-to-bumper in a jam that reaches maximum autosclerosis in Rome's downtown arteries during the holiday shopping season. Caesar solved the problem in his day by imperial edict, banning carts, wagons, coaches and elephants during daylight hours. Last week Rome was trying the same thing on a smaller scale-and ruefully discovering banning Fiats by fiat to be hardly a Caesarian triumph...

Author: /time Magazine | Title: World: A Moment for Pedestrians | 1/7/1966 | See Source »

...lines of Italy's Lancia, does 125 m.p.h. and costs $4,500. Daimler-Benz introduced a new Mercedes, the 250 S, which still bears a strong family resemblance but is longer, lower and rounder. Italy was represented by a glittering array of high-priced Ferraris, Maseratis and Alfa Romeos as well as by the nimble, lower-priced Fiats. As always, the Rolls-Royce exhibit drew large crowds. They may have been looking at a dying swan. The rumor in Britain is that at the London auto show next month the company will unveil a new Rolls with a lower...

Author: /time Magazine | Title: Western Europe: Catching Up with Detroit | 9/24/1965 | See Source »

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