2013 Geneva Motor Show Preview: Alfa Romeo Gloria Concept

Article by Christian A., on February 17, 2013

2013 Geneva Motor Show is where the European Design Institute (IED) of Turin will present the world debut of 'Gloria', the concept collaboration between the Master in Transportation Design and the Alfa Romeo Style Centre.

The prototype illustrates the sport spirit and Italian styling of a brand that has an immense international draw, with products that introduced the glory of Italian designers to the rest of the world. In 1966, the Spider Duetto was featured in the movie The Graduate, reinforcing the legendary image of the vehicle manufacturer in the United States. Now, the Alfa Romeo Gloria Concept is meant to be another global challenge, looking once more overseas to the markets in American and Asian.

The European Design Institute of Turin, thankfully with the support of and vicinity to the Fiat-Chrysler EMEA Design Centre, was given opportunity to train its young vehicle design teams on how to design and engineer an Alfa Romeo saloon that will convey to markets in American and Asian.

Basically, the saloon is still a symbol of sophistication and class in these two markets and is considered the concept of comfort and roominess in the front and in the rear, articulated by the model’s length. Particularly, the Alfa Romeo Style Centre contributed with passion in the many stages of the endeavour: from the product briefing to the brand's classic collection, and from the first styling suggestions up to the staging, in clay, of the 1:1 scale model.

Lorenzo Ramaciotti, Head of Fiat & Chrysler Design stated that the company asked the participants in the Master programme to provide Fiat their full, independent conception of a new Alfa Romeo saloon. While they were developing, everyone discussed, remarked, and led the projects to be able to get the utmost from their unprompted demonstrations of creativity. The outcome was inspiring and commemorated by expert and imaginative brilliance.

With a length of 4700 mm, a width of 1920 mm, a height of 1320 mm and a wheelbase of 2900 mm, the Alfa Romeo Gloria Concept is a sports saloon with definitive lines that flow along the side down to the rear. It would be powered along the road by an innovative V6 or V8 biturbo engine. The bonnet strongly shows the Alfa Romeo shield with the edges of the car that accentuate the three-dimensional facets of its shape. The leather stripes along the front is reminiscent of the unforgettable leather straps used in the luggage compartments of the brand's classic vehicles.

Alfa Romeo Gloria Concept swells up from the effort of 20 students participating in the Master programme (2011/2012 academic year) from not just Italy, but also from other countries and cultures. The conception is the product of a course that replicated a real work condition, including the brief from the Alfa Romeo Style Centre and the styling research and then the 20 design applications created in 1:4-scale clay models. From all these models, the one that matched most thoroughly to the main brief provided by Alfa Romeo was selected. The entire group of participants, separated into groups but very engaged and inspired, then collaborated on the full scale final undertaking.

The potential of creating a concept vehicle in partnership with the Alfa Romeo Style that the IED was given was an amazing opportunity to show that the IED is, first and foremost, an Italian institution that endeavours to create beauty. And Alfa Romeo was the perfect brand to instruct its students on how shape and mass can communicate intense feeling, inspiring the urge to conceive a vehicle. The desire that is evoked by the brand had an intense effect on the students and the instructors, which allowed them to drive themselves through limited deadlines to reach the final result of a project that was undeniably intricate. Now, the European Design Institute is honoured to embody Italian instructing superiority internationally.

Press Release

Alfa Romeo Gloria Concept

At the 2013 Geneva Motor Show, the European Design Institute (IED) of Turin is presenting the world première of 'Gloria', the concept by the Master in Transportation Design in collaboration with the Alfa Romeo Style Centre. The prototype represents the sports spirit and Italian style of a brand with powerful international appeal, whose products have brought the beauty of Italian design into the wider world. It was 1966 when the Spider Duetto in the film The Graduate reinforced the mythical image of the car manufacturer in the United States. Today, the Alfa Romeo Gloria Concept is intended as another international challenge, again looking overseas, to the American and Asian markets.

The European Design Institute of Turin, thanks to the support of and vicinity to the Fiat-Chrysler EMEA Design Center, has had the opportunity of 'training' its young car designers on the subject of: "conceiving an Alfa Romeo saloon to communicate to the American and Asian markets". In effect, the saloon remains a symbol of elegance and prestige for these markets, associated with the idea of comfortable space both at the front and the rear, expressed by the length of the model. In particular, the Alfa Romeo Style Centre participated with passion in the various phases of the project: from the product brief to the brand's historic collection, and from the first style proposals up to the development, in clay, of the model in 1:1 scale.

"We asked the students in the Master programme to give us their completely independent interpretation of a new Alfa Romeo saloon," states Lorenzo Ramaciotti, Head of Fiat & Chrysler Design. "During development, we commented, discussed and guided the projects in order to get the most from their spontaneous expressions of creativity. The result was stimulating and marked by professional and creative excellence."

4700 mm long, 1920 mm wide, 1320 mm high and with a wheelbase of 2900 mm, Alfa Romeo Gloria Concept is a sports saloon with decisive lines that run down the side to the rear end. It would be propelled by a state-of-the-art V6 or V8 biturbo engine on the road. The bonnet powerfully evokes the Alfa Romeo shield through the lines of the car, which highlight the three-dimensional aspects of its form. The leather strips at the front recall the memorable leather straps for the luggage compartments of the brand's historic cars.

Alfa Romeo Gloria Concept springs from the work of twenty students on the Master programme (2011/2012 academic year) from both Italy and other countries and cultures. The concept is the result of a process that simulated a real work situation: from the brief of the Alfa Romeo Style Centre and the style research up to the twenty design proposals developed in 1:4-scale clay models. From all the models, the one that corresponded most closely to the initial brief provided by Alfa Romeo was chosen. The entire class of students, divided into groups but highly involved and motivated, then worked on the final project in full scale.

"The possibility of developing a concept car in collaboration with the Alfa Romeo Style that we were offered was a great opportunity to demonstrate that the IED is, first of all, an Italian school that aims to generate beauty," states César Mendoza, Director of IED, Turin. "What better brand than Alfa Romeo to teach our students how form and volume can convey strong emotions, fuelling the desire to design a car? The passion that the brand evokes had a powerful impact on the students and teaching staff, allowing them to push themselves within tight deadlines to achieve the final delivery of a project which was unquestionably complex. Today, the European Design Institute is proud to represent Italian teaching excellence internationally."

The 'Master of Arts in Transportation Design - work experience' is a highly specialised educational course, which prepares skilled automotive professionals who can tackle the world of work thanks to an ongoing relationship with style centres and companies. In fact, the model was created thanks to the contribution of Cecomp, 2013 main sponsor and an important enterprise in the area which has collaborated with the Institute in prototyping processes for many years.

Having reached its tenth attendance at Geneva, for 2013 the European Design Institute offers the possibility of experiencing at the stand the integration of the full-scale model with augmented reality. The concept will be reproduced on the iPad in a virtual environment, where it will be possible to interact with it, choosing between five models of rims and five body colours to try out, replacing the real ones. The five rims are the result of a teaching project developed in collaboration with OZ Racing who, as sponsor of the Gloria's 20" rims, asked the Master students to design a series of proposals. Five of these were selected for the virtual interactivity. The five rims will also feature in a kind of talent contest that IED and OZ Racing will launch at the stand via the app and on the web to decide the winning project, with the most interesting design.

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