115 Years Celebration

Towbin Alfa Romeo in Henderson proudly celebrates the incredible milestone of 115 years of Alfa Romeo. Since its founding in Milan in 1910 as A.L.F.A. (Anonima Lombarda Fabbrica Automobili), Alfa Romeo has been a symbol of Italian passion, performance, and innovation.

In just five years, Nicola Romeo took the reins and gave the brand the name we know today. From day one, Alfa Romeo carved its identity on the racetrack, racking up legendary victories like the 1923 Targa Florio and the 1930 Mille Miglia, driven by none other than the iconic Tazio Nuvolari.

Marking this historic occasion, Alfa Romeo unveiled a special 115th-anniversary logo featuring a bold, rising diagonal design of the number “115,” reflecting the forward momentum and the spirit of innovation. The “5” is wrapped in the Biscione, the signature serpent symbol that’s been part of Alfa Romeo’s identity since the beginning. It’s a beautiful nod to the brand’s Milanese heritage and its timeless commitment to style and performance.

What makes this even more meaningful is that the new logo was revealed during two major anniversaries in Alfa Romeo’s racing legacy: the Mille Miglia win in 1930 and the introduction of the Quadrifoglio cloverleaf symbol at the Targa Florio in 1923, both key moments in Alfa’s motorsport dominance.

Alfa Romeo has created some of the most breathtaking vehicles the world has seen, from the 8C Competizione to today’s favorites, such as the Giulia and the all-new 33 Stradale. These cars embody the perfect balance of Italian design, performance, and emotion that makes driving an Alfa truly unforgettable.

Here at Towbin Alfa Romeo in Henderson, we’re excited about where the road is heading. The 115th-anniversary logo isn’t just a tribute to the past, but a bold signal that Alfa Romeo’s best chapters are still being written. If you are near Las Vegas, experience the legacy for yourself.