CARS Alfa Romeo Tonale

That a historic sports car brand the like of Alfa Romeo — favoured by Enzo Ferrari back in the day — would lean into market trends and build Sports Utility Vehicles was never in doubt. That they are as pretty as they are is the win

Words Darren Styles

There was a time when you knew from the get-go what a brand stood for, whether it was luxury goods, fizzy drinks, high fashion or even cars. But between what strategists call ‘vertical integration’ and marketeers call ‘collaboration’, it’s no stretch today to find a Dior Vespa, Coca-Cola on a £300 designer shirt, Versace jockstraps (amen) and — case in point — one of the most famous Italian sports car insignia on a Sports Utility Vehicle (SUV). None of that, if it’s done well, is a bad thing. I like the idea of a designer scooter for whizzing from the St Tropez harbourside restaurant to the yacht moored nearby. Coke is an iconic soft drink logo, what’s not to like about posh backless pants and, if Mums and Dads can justify…

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Attitude (Digital) - 1 Issue, September/October 2022

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