Alfa Romeo Supports Charity Mountain Climb Record Attempt

Automotive companies like to expand their marketing campaign into new territories, but it seems like Alfa Romeo will literally conquer new areas. The automaker’s UK division announced that it will support an expedition by British paralympian turned mountaineer David Pagden, to scale Europe’s highest peak and break three record on the way.

The company will back Pagden’ team as he attempts to achieve the first ever ascent of Mount Elbus, the first ever ascent of North Face and the first ever all in one climbing of the mountain by a person with Cerebral Palsy. Mount Elbrus is a 18,510 feet tall active volcano located in the western Caucasus region of Russia.

“David’s achievements are already exceptional, having become a Paralympian and World Champion in his chosen sport. He’s an inspiration to us all,” said Andrew Humberstone, Managing Director Alfa Romeo UK.

Padgen will be joined by former rally driver and television presenter Penny Mallory, who is a descendant of Everest’s Geroge Mallory and record breaking Mount Everest veteran Nigel Gifford OBE.

The Alfa Romeo UK sponsored effort will raise money for the Right To Play charity, an international charity that uses sport and play programmes to help children.

“I'm very excited about the expedition and can't wait to get onto the mountain. We have a very strong team so have an excellent chance of achieving the objectives and setting three records in the process," said David Padgen.

"I love to push myself to do things that are outside my comfort zone - that way you learn so much about yourself. The money that we hope to raise for charity and the support Alfa Romeo have given will certainly give us an extra push to the top,” added Penny Mallory.