Reader Mystery: Florida Alfa

John Shea wrote in with another photographic head scratcher. Can anyone identify this Alfa-Romeo photographed at Sheppard’s Imports in Tampa, Florida in the mid-1950s?

I think we can all agree that the handwritten “Alfa Romero” isn’t exactly right. ­čÖé

With Race-Car Sureness

Alfa 1750 GT Veloce AdThere’s just one thing wrong with Alfa’s 1750 GT Veloce.

We can’t get enough of them.

Maybe it’s the name.

1750 Gran Turismo Veloce. You just know it means a fast, luxurious car in the great tradition of European road machines, always ready to race or roam.

Or maybe it’s the body. That brilliant styling has made this Bertone masterpiece a modern classic. Inside, the GTV is handsomely fitted with solid mahogany trim. New-design bucket seats the enfold you in arm-chair comfort even at nearly 120 mph. And a full complement of instruments, including a tachometer.

Most likely, though, it’s the famous Alfa performance, even livelier this year. A new stronger engine with race-proven fuel injection. Five forward speeds to cope with any traffic or terrain. Four-wheel disc brakes that stop you right now, in a safe, straight line. Wide-tread radial-ply tires that seem part of the road, take corners with race-car sureness. Racing suspension and precise steering that makes the car do what you want to do, the instant you want to.

Alfa Romeo’s new 1750 GT Veloce. Better hurry to your dealer now.

Alfa Romeo 1750 GT Veloce®. $4446 Ease POE.
Alfa Romeo Inc. 231 Johnson Ave., Newark, N.J. 07108 / 215 Douglas St. So., El Segundo, Calif. 90245 / Alfa Romeo (Canada) Ltd., 26 Greensboro Dr., Rexdale, Toronto, Canada.

As someone who works in advertising, I don’t think any contemporary creative director would let a copywriter get away with calling the product by three different names: 1750 GTV, 1750 GT Veloce, 1750 Gran Turismo Veloce… Make a decision!

As seen in Road & Track, July 1969 on Sensei Alan’s Flickr via Chromjuwelen

Now Where is That Ventilation Flap Control?

Never Enough Alfas

Shiny Doesn’t Win Races

1968 Alfa Romeo Giulia 1300TI with black steel wheels

Similar to my love for the Momo Prototipo and Jaeger gauges, there is a kinship I feel with BlackSteelies.com. There’s something special about finding a solitary slice of perfection and watching it prove itself in situation after situation. What these items share is an innate ability to improve the aesthetic or performance of any car they’re added to. It’s as true for the Prototipo as it is for simple black steel wheels. Whether on modern Minis or vintage Porsches and BMWs, the desire to throw out unnecessary and frivolous (and oversized) chrome in favor of a more simple solution is a quick route to my heart. Keep at it, gentlemen.

Lancia Aurelia GT with black steel wheelsBMW 2002 with black steel wheels