Alfa Romeo names its Paris Motor Show concept car Cuorerosso

Alfa Romeo has announced that the concept car it will put in the spotlight at the 2026 Paris Motor Show will be known as the Alfa Romeo Cuorerosso. The brand says the name merges two symbols deeply rooted in its identity: red, the colour of passion and an unmistakable sign of the Alfa Romeo imagination, and heart, the origin of that same energy and a symbol of the visceral relationship uniting every Biscione-brand creation with its drivers. In Cuorerosso, Alfa Romeo says, these two elements beat in unison, giving shape to a declaration of intent that goes beyond the name and describes a car of the future designed first and foremost to excite.

Alfa Romeo frames the name as part of a wider argument about why people buy its cars. The company says choosing an Alfa Romeo has never been merely a rational act, but an impulse from deep within that only afterwards finds confirmation in reason. That ability to create a profound harmony with customers, it says, makes Alfa Romeo an authentic 'love brand' able to go beyond the product and to establish a relationship destined to last over time. Cuorerosso, it adds, was developed by the people who create Alfa Romeos every day and designed for Alfisti fans all over the world, united by the belief that driving is still something to be felt even before it can be explained.

The announcement leans heavily on that emotional framing. Alfa Romeo says the most authentic emotions are not chosen but happen, like the beating of the heart, an involuntary muscle that needs no permission to do so, and that passion cannot be explained or commanded but is simply experienced with freedom and instinct. Reason can describe an emotion, the company says, but the heart gives the intensity and value to our feelings — and without a heart, we would be nothing but machines.