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March 31st will mark the 72nd anniversary of the founding of Abarth - a brand that has always stood for performance and style. The legendary logo with the scorpion has of course evolved over time. In a contemporary way, it still embodies the basic values that Abarth has lived since 1949. The merits that Abarth has "raked in" over seven decades include over 10.000 victories, ten world records and four world rally championships. In addition, there are several milestone anniversaries and currently product development with the newly introduced 2021 model series.
Tomorrow the tuner will be 72 years old!
On March 31, 1949, the Italian-Austrian engineer Carlo Abarth founded the company Abarth & C., creating a brand that would become an authentic legend with record-breaking cars, revolutionary tuning kits and unforgettable racing successes. To this day, the name Abarth has stood for an innovative mix of performance and style. The famous logo, which is recognized by motorists around the world, goes back to the zodiac sign of the company founder, who was born in Vienna on November 15, 1908. Right from the start, the Scorpio perfectly embodied the philosophy of the newborn racing team, which specialized in small but powerful cars.
Abarth's history and the logo are closely linked to the sporting triumphs that began very early: At the beginning of the history is the first class win at the legendary mountain race "Salita al Monte Pellegrino" in April 1950, just about a year after Abarth was founded . One of the best racing drivers of all time won for the new company - the legendary Tazio Nuvolari, whom the world knows to this day as the “Flying Mantuan”. In his very last race, he triumphed behind the wheel of an Abarth 204A. In 1954, Carlo Abarth decided to complement the logo by introducing a new, two-tone background for the Scorpio.
In 1962 the Abarth 1000 Bialbero won the first of six manufacturers' world championships in a row. To celebrate these titles, three new elements have been added to the logo - namely a black and white checkered flag. It bears the inscription "Campione del mondo" ("World Champion") in red block letters on a yellow background, as well as a stylized laurel wreath.
An updated version of the logo was launched in 1969. The biggest changes this time concerned the scorpion itself: The spiny animal was depicted in a more stylized way, was now completely black and from then on pointed its two pincers upwards. The lettering was also different - the word "Abarth" could only be read briefly in white on a blue background.
In 1971 Abarth was taken over by Fiat and the green-white-red tricolor now appeared on the logo as a background for the word "Abarth". This underlined the Italian character and the roots of the brand.
Today's logo was completely redesigned in 2007 and contains all the tried and tested features of the symbol, but everything in a much more up-to-date and modern design. Now, for example, the scorpion's pincers rest on the diagonal of the shield.
On the occasion of Abarth's 70th birthday in 2019, the anniversary version of the logo with a checkered flag was introduced. This logo is exclusive to the vehicles that were manufactured during the anniversary year. Another celebratory color version of the logo was also created for the birthday. This emblem was specially designed for the special edition 1949 695 ° Anniversario, which is limited to only 70 units.
All Abarth vehicles are adorned with an additional logo at the rear end of the two side walls, which, by the way, all of the brand's racing cars since the 1960s. This emblem takes up the typical yellow and red shield that surrounds the scorpion and adds a lightning bolt in the colors of the Italian flag to it. It is a loving homage to Abarth's commitment to motorsport, which has always served as a sustainable test field for innovative technical solutions. Abarth traditionally aims to improve the performance and reliability of racing cars. The knowledge gained on the circuits and rally slopes always directly benefits the brand's road cars.
The involvement in motorsport continues to this day both on the racetracks and on the rally slopes. On the circuits, Abarth is the engine supplier for the German, Italian and German Formula 4 championships - the perfect “training ground” for the Formula 1 world champions of tomorrow. And the Abarth 124 rallye shows its enormous potential in rallies: The car has dominated the FIA R-GT Cup in the last three seasons.
Without a doubt, the races, the sporting challenges, the competition and - related to this - the constant search for performance are exactly the values that Abarth customers are looking for and also find in the series models. This is shown by the commercial success of the brand with the scorpion in its logo: In 2020, Abarth increased its market share by 50 percent compared to the previous year.
The success continues through the decades: On its 72nd birthday, Abarth has just launched the new 2021 series with the current models 595, Turismo, Competizione and Esseesse. Four different versions, all linked by the typical character of the brand. They offer driving fun, inspiring performance and an exhaust sound that is guaranteed to make hearts beat faster. New colors and new details, such as the exclusive leather seats in racing helmet brown, are now in the range. For example, the new matt paintwork in rally blue on the current 595 Competizione is a reminder of Abarth's long history and the brand's many rally successes: It refers to the famous Fiat 131 Abarth Rallye of the 1970s, while the new 17-inch alloy wheels were directly inspired by the rims of the Lancia Delta HF Integrale.
The birthday is celebrated together with the large, enthusiastic community, i.e. with the many fans of the brand. You will be the main character on this special day. The fans were invited via the brand's social channels to interpret the Abarth logo with their drawings, paintings and works of art and to work out the essence of the brand with their creative ideas. Selected projects will play a central role in Abarth's social profiles.
In addition, the more than 140.000 members of The Scorpionship brand community will receive a discount that will be granted on the purchase of official goods in the new Abarth e-store in the course of 2021.
Of course that had not happened yet!
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