June 25, 2019 - “The vehicles you see here have made automotive history. Each one of them was ahead of its time and embodied something new and unique in terms of style, size, propulsion system, materials used, the concept around which it was developed. But more than the individual details, what we are interested in highlighting is the power of the thought behind them, the ability to create and innovate, to generate ideas, and to invent something different.”
This is the Heritage Hub as told by John Elkann, Chairman of FCA, at the inauguration of the vast space that, on April 2nd, became the home of FCA Heritage, the department responsible for preserving the heritage of the Group’s Italian brands. The area that was once the site of a components production facility known as Officina 81 is now a timeless setting steeped in history, legend and automotive passion.

Offering services and sale, the Heritage Hub is also an evocative showcase in which interaction and connection provide a modern view of the glorious pasts of the Fiat, Lancia, Abarth and Alfa Romeo brands. As Roberto Giolito, Head of the Heritage Hub, said, “As the name suggests, our Hub is a crossroads, a place that welcomes in collectors and enthusiasts of our classic Alfa Romeo, Fiat, Lancia and Abarth brands. At the same time, it is a fluid, creative multi-functional space in which to tell our story to the community, where we can best express the mission of FCA Heritage, that of preserving and promoting the heritage of both the company and our customers. We participate in the most important international events to preserve and enhance the memories and successes that have made these four FCA brands unique and, at the same time, we represent the thread that binds past and future.
If, for example, we look at an event like the Mille Miglia, the blend of Alfa Romeo’s image and its past, the preparation of the cars, creation of the teams and support create a unique bond with today’s cars, which is the quintessence of heritage for a modern corporation.”

An Authentic Restoration Process

The original building underwent an authentic restoration process that preserved its industrial nature, original colors, concrete flooring, and the grid of steel pillars. Giolito continued, “The former Officina 81 is a key element of the Mirafiori complex and, together with the Motor Village, the central offices, and the track, it completes a quadruplex that is interconnected with the city. To tell this story, we created a timeless exhibit of photos and text depicting the most significant events in the life of the plant, from its founding in 1939, in what was then countryside, up to the 1960s.”
Not far from the new home of FCA Heritage are the Officine Classiche workshops where restoration and maintenance services are conducted for Fiat, Alfa Romeo, Lancia and Abarth vintage cars, a sort of theater for “open heart” surgery on the historical cars that are so loved by collectors.