A superb and rare photo of the very new 1954 Alfa Romeo Giulietta Sprint , as professionally photographed for its introduction in the new model year 1954. The new Alfa Romeo Giulietta model, a.k.a. Alfa Romeo series 750 & 101, debuted in 1954! It was introduced during the Turin Motor Show of 1954. This image was taken on February 20, 1954.

The Alfa Romeo Giulietta , or Alfa Romeo series 750 and 101 , was a subcompact automobile manufactured by the Italian car maker Alfa Romeo from 1954 to 1965. The Giulietta was introduced at the Turin Motor Show in 1954 and almost 132000 were built in the Portello factory in Milan. The first Giulietta model was a coupé, the Giulietta Sprint, introduced in 1954. This was followed by a sedan in spring 1955 and in mid 1955, the open two-seat Giulietta Spider, featuring convertible bodywork by Pininfarina. In 1957 the most powerful version, called Giulietta TI (Turismo Internazionale) was presented with minor cosmetic changes to the hood, the dial lights and rear lamps. Carrozzeria Colli also made the Giulietta station wagon variant called Giulietta Promiscua. 91 examples of this version were built. Carrozzeria Boneschi also made a few station wagon examples called Weekendina. A new version of the Giulietta debuted at the Frankfurt Motor Show in 1959. The fuel tank was now incorporated in the right rear fender and was equipped with a door. The nose was redefined with more rounded wings, recessed lights, new headlights and grille rings revised with horizontal bars. The interior was much more organized and the dashboard instruments had an elongated bore including the tachometer. The series number was changed from 750/753 to the 101 series. In 1961, the TI version was upgraded to 74 PS (54 kW). With this new engine the car could reach a speed of almost 160 km/h (99 mph). Production of the standard Berlina continued until 1963, whilst the TI continued for one year more. Production figures were for the Berlina 39,057; TI 92,728; Sprint 24,084; Sprint Veloce 3,058; Spider 14,300; Spider Veloce 2,796 and the Promiscua, just 91. The Giulietta used an Alfa Romeo Twin Cam engine of 1290 cc straight-4, with a light alloy cylinder block and an alloy cylinder head with twin overhead camshafts. The original Giulietta engine produced a power output of 53 bhp (40 kW) in the sedan and 80 bhp (60 kW) in the Giulietta Sprint. This was to be increased to 116 bhp in later sporting models such as the Giulietta Sprint Speciale and the Giulietta Sprint SZ (Sprint Zagato).

The company that became Alfa Romeo was founded as Società Anonima Italiana Darracq (SAID) in 1906 by Cavaliere Ugo Stella, an aristocrat from Milan, in partnership with the French automobile firm of Alexandre Darracq. The firm initially produced Darracq cars in Naples, but after the partnership collapsed Stella and the other Italian co-investors moved production to an idle Darracq factory in the Milan suburb of Portello, and the company was renamed A.L.F.A. (Anonima Lombarda Fabbrica Automobili). The first non-Darracq car produced by company was the 1910 24 HP, designed by Giuseppe Merosi. Merosi would go on to design a series of new ALFA cars with more powerful engines (40-60 HP). ALFA also ventured into motor racing, drivers Franchini and Ronzoni competing in the 1911 Targa Florio with two 24 HP models. However, the onset of World War I halted automobile production at ALFA for three years. 1916 saw the company come under the direction of Neapolitan entrepreneur Nicola Romeo, who converted the factory to produce military hardware for the Italian and Allied war efforts. Munitions, aircraft engines and other components, compressors and generators based on the company's existing car engines, and heavy locomotives were produced in the factory during the war. When the war was over, Romeo took complete control of ALFA and car production resumed in 1919. In 1920, the name of the company was changed to Alfa Romeo with the Torpedo 20-30 HP becoming the first car to be badged as such. Their first success came in 1920 when Giuseppe Campari won at Mugello and continued with second place in the Targa Florio driven by Enzo Ferrari. Giuseppe Merosi continued as head designer, and the company continued to produce solid road cars as well as successful race cars (including the 40-60 HP and the RL Targa Florio). In 1923 Vittorio Jano was lured away from Fiat, partly thanks to the persuasion of a young Alfa racing driver named Enzo Ferrari, to replace Merosi as chief designer at Alfa Romeo. The first Alfa Romeo under Jano was the P2 Grand Prix car, which won Alfa Romeo the inaugural world championship for Grand Prix cars in 1925. For Alfa road cars Jano developed a series of small-to-medium-displacement 4, 6, and 8 cylinder inline power plants based on the P2 unit that established the classic architecture of Alfa engines, with light alloy construction, hemispherical combustion chambers, centrally-located plugs, two rows of overhead valves per cylinder bank and dual overhead cams. Jano's designs proved to be both reliable and powerful. Enzo Ferrari proved to be a better team manager than driver, and when the factory team was privatised, it then became Scuderia Ferrari. When Ferrari left Alfa Romeo, he went on to build his own cars. Tazio Nuvolari often drove for Alfa, winning many races prior to WWII. In 1928 Nicola Romeo left, with Alfa going broke after defense contracts ended, and in the end of 1932 Alfa Romeo was rescued by the government, which then had effective control. Alfa became an instrument of Mussolini's Italy, a national emblem. During this period Alfa Romeo built bespoke vehicles for the wealthy, with the bodies normally built by Touring of Milan or Pininfarina. This was the era that peaked with the legendary Alfa Romeo 2900B Type 35 racers. The Alfa factory (converted during wartime to the production of Macchi C.202 Folgore engines) was bombed during World War II, and struggled to return to profitability after the war. The luxury vehicles were out. Smaller mass-produced vehicles began to be produced in Alfa's factories beginning with the 1954 model year, with the introduction of the Giulietta series of berline (saloons/sedans), coupes and open two-seaters. All three varieties shared what would become the classic Alfa Romeo Twin Cam engine, initially in 1300cc form. This engine would eventually be enlarged to just under 2 liters (1962cc) and would remain in production through 1995.

We have more Alfa Romeo and ALFA photographs, including rally images and Formula 1 images. You can always contact us for any requests.

This is a very nice and very rare non period photo that reflects a wonderful era of Alfa Romeo ‘s automotive history in a wonderful way.  This is your rare chance to own this photo, therefore it is printed in a nice large format of ca. 8" x 12" (ca. 20 x 30 cm).  It makes it perfectly suitable for framing.

Feel free to contact us for more Alfa Romeo, and other car and motorcycle photos.

We are also known for our motorcycle archives, contact us for any requests!