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FCA Heritage Hub. The Home of Passion


The Heritage Hub in Turin, Italy, is a multi-functional space designed to preserve the heritage of the Group’s Italian brands

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.


The Thread That Binds Past and Future

FCA Heritage HUB Past and Future

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.

A Place of Excellence for Car Connoisseurs

FCA Heritage HUB Expo

The Hub, which covers a total of 15,000 square meters (approx. 161,500 sq. ft.), is home to all FCA Heritage products and services, including the exclusive project “Reloaded by Creators” to restore vintage cars to their original splendor, certify them, and make them available for sale. There is also the inimitable automobile exhibit of over 250 vehicles, true jewels in the FCA Heritage collection, some of which had never before been shown to the public. The building is, at once, a place of learning and of excitement. “Not a traditional museum space,” Giolito explains, “but an actual three-dimensional archive to which we are constantly adding, an incubator of ideas that can be admired by way of guided tours.”
The central area features eight themed exhibits, each of which has eight vehicles from different eras and different brands. The oldest dates back to 1908, the Fiat S61, an unbeatable model - like all Fiats of the first decade of the 20th century - that won the 1908 American Grand Prix. The most modern is from 2008. A century of history embodied in 64 automobiles, vehicles that may appear quite different in type, age, and brand, but which provide a practical representation of the theme to which they belong in this innovative exhibit. The space, which will soon open to the public, was inaugurated in April and at the same time the “Brand” section of the FCA Heritage website made its debut to describe the history of the brands in terms of manufacturing, the evolution of the logos, and the people and the vehicles that have made these brands great.

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