The Tragic Failure of The Alfa Romeo Brera

Join this channel to get access to perks:    / @matteo_licata   Dostoevskij wrote that "beauty will save the world," but it certainly didn't save Alfa Romeo, much less the Brera. By the time production was terminated, in October of 2010, just over 20.000 Breras had left Pininfarina's production line in San Giorgio Canavese, and brand-new examples could still be purchased well into 2011. However, as they say, time is a great healer and the greatest revealer, and that definitely applies to the Brera, which is now being rediscovered and appreciated by Marque enthusiasts. The story of the Brera started at the 2002 Geneva Motor Show when the legendary automobile designer Giorgetto #Giugiaro unveiled the stunning Brera concept car, built on the floorpan and running gear of the contemporary Maserati Coupé. To say the car, named after a fashionable Milan neighborhood, was well-received is an understatement: critics and public alike fell head over heels for Giugiaro's latest creation, which stole hearts and awards wherever it went, so much so, in fact, that even the notoriously tone-deaf Fiat management could not ignore it. However, those weren't happy days at Fiat's HQ in Turin, as the Group was bleeding money at the alarming rate of about 5 Million a day. #AlfaRomeo had to make do with a paltry 600 Million to invest in new models, so Giugiaro had to adapt his original design to a shortened version of the so-called "Premium" platform developed for the 159 saloon. To Giugiaro's immense credit, the production #Brera unveiled in late 2005 lost little of the sheer visual impact of its 2002 forebear, despite the markedly different proportions dictated by the front-wheel-drive platform. The exclusive merchandise you can buy to support my channel: https://roadster-life1.myspreadshop.com/ My automotive books: Six Appeal - The Story Of The Alfa 6 https://www.amazon.com/dp/1793931046 Alfa Romeo Giulietta - The Story 1977 - 1985 ENGLISH: https://www.amazon.com/dp/1983393746 ITALIAN: https://www.amazon.it/dp/B098GVJ7RK Alfa Romeo Arna - The Full Story 1980 - 1987 https://www.amazon.com/dp/1656632500