Отличная статья

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http://www.ukcar.com/history/Alfa%20Romeo/index.html

Bugattis flooded European racetracks for almost two decades, winning more races than any other marque. But in those instances when Bugatti went head-to-head with Alfa, Bugatti usually lost.

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The P2 quickly dominated racing and continued to be competitive over a period of six years. The Type 35 Bugatti also dates from 1924, but in virtually every instance where the Alfa and Bugatti raced together, the Alfa won.

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Still Alfas management was resolute in its inability to understand that the significance of the Giulietta's success was that it was a downscale car.

By the time of the Giulia Super, Alfa absolutely owned the sport Saloon market. But it abdicated that market to BMW. As a result, it now finds itself crowded out of the market it invented, slugging it out with much better financed companies who are producing much better products. Having failed to cultivate the seeds of its own success, then, Alfa broadcast the seeds of its own failure, ending up as a badge-engineered Fiat.