More than once in the last 120 years Fiat has tipped toward bankruptcy - the brand is practically invisible now in the United States - but its cars are ubiquitous in Turin and at this museum.
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(At one point he was aligned with Mussolini and at another was put on trial for fraud.)
The museum, for good reason, is inextricably tied to Fiat (Fabbrica Italiana di Automobile Torino, not “Fix it again, Tony”) and its brilliant but politically divisive founder, Giovanni Agnelli. News coverage was prodigious those who had dismissed the automobile as a fad were humbled. He rolled the Italia into Paris after 61 days the second-place car arrived three weeks later.
Prince Scipione Borghese, a military man, was behind the wheel of the Italia. The Gobi Desert and Siberia were only two of the obstacles that faced the drivers. “The idea was, is anybody crazy enough to go from Peking to Paris, a trip of 16,000 kilometers?” Mr. There are removable mudguards for water crossings, oversize tanks for gasoline. The car on display, beaten up and war-torn, is inspiring. Vergara becomes animated as well about the notably unaerodynamic Italia, a 40-horsepower monster that competed in the notorious 1907 Peking-to-Paris automobile race. One display highlights Formula 1 championship cars driven by Fangio and Michael Schumacher another lights up the 1854 Bordino steam carriage that wowed the Turinese as it cruised sans horsepower through the city’s narrow streets. Ardizio said, “The idea was to create something to attract a much wider public, for people who might not be particularly interested in automobiles.” This is a recurring theme for most automotive museums. (Fiat had taken over Alfa in 1986.) FCA is now part of the Stellantis group. Marchionne had engineered the merger of Fiat Chrysler Automobiles. Initially it was opened in 1976 only to guests and journalists, but under Sergio Marchionne’s guidance, Storico was refurbished and reopened in 2015 for the introduction of the Giulia sedan. The company was early “to realize that a museum could be an asset for marketing,” said Lorenzo Ardizio, the museum’s director. While the themes of the museum’s layout - Timeline, Beauty and Speed - offer a precise, thoughtful assessment of Alfa’s importance to Italy and its industry, the presence of so much gorgeous sheet metal in a single building is enough to excite passions.
Set in Arese, a Milan suburb, the Museo Storico is a romantic deep dive into 111 years of Italian history, as told through the prism of one of its more fascinating and enduring brands.
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