The company was founded in 1910 in Milan. A.L.F.A (Anonima Lombarda Fabbrica Automobili) is famous for the production of their sports cars and also because of the many races the company participated in. Logo of the company consists of heraldic symbols of Milan and XIV century Milan rulers, Visconti family. The company mostly concentrates in producing luxury, high quality and innovative design car models. Alfa Romeo was always known for a developing technological inovations and it was among the first users of the newly developed technologies.