Alfa Romeo has been hard at work attempting to reinvent itself. The Italian automaker has a poor reputation for reliability but promises that its new crossover will set new quality standards for the brand as a whole. We're speaking, of course, about the upcoming Alfa Romeo Tonale that was revealed in February. Alfa's CEO has promised to keep the momentum going and we've heard rumors of a new sports car arriving next year. It remains to be seen if this project is more than fantasy, but in the meantime, the famed marque used the European commercial launch of the Tonale to inaugurate a new flagship store in Milan, where Alfa was founded in 1910. This, says Alfa, also inaugurates its new brand identity.