The market driven by classic car enthusiasts and the use of vintage vehicles is of exceptional value, with an estimated turnover of around $90 billion. This sector includes the trade of cars from various eras and conditions, as well as maintenance, restoration, and support services—such as storage, insurance, and transportation.

It is a business inherently oriented toward creating experiences that capture the public’s imagination, especially among owners of recently launched or current brand models. This ecosystem offers vehicle owners a wealth of experiential opportunities—take the 1000 Miglia, for example—which foster a direct connection to brand heritage and tradition.

In the world of experiences, heritage plays a crucial role: it allows customers to see themselves as part of a broader, more compelling, and storied narrative.

Within this context, dedicated initiatives like restomods are also emerging—blending the classic aesthetics of vintage cars with modern technology. These initiatives further expand opportunities for engagement and customer loyalty.