If you want a perfect classic Fiat, Lancia or Alfa Romeo, FCA has created ‘Reloaded by Creators’ to buy, restore and sell classic cars from its back catalogue.
Car makers around the world are waking up to the opportunity the classic car market offers, not just for making money but for promoting the heritage they enjoy.
That becomes more important as new rivals arrive without a history going back many, many decades, and without any sort of motorsport back catalogue, allowing long-established car makers to gain a marketing edge with their history.
That explains why companies like Jaguar Land Rover and Aston Martin are going big on Classic cars, with full restoration services and recreations of classic models. And now FCA is joining the fray.
‘Reloaded by Creators’ is a new scheme by FCA to buy up classic cars made by Lancia, Fiat and Alfa Romeo, restore them to their former glory and sell them to collectors.
The new scheme was announced this week at the Retromobile Classic in Paris, and FCA brought along the first fruits of its labours.
They include a 1991 Alfa Romeo Spider and a 1989 Alfa SZ, a 1973 Fulvia Coupe Montecarlo, a 1981 Pininfarina Fiat 124 Sport Spider and a 1959 Lancia Appia Coupe.
FCA plan to use the money they make from restoring classic cars from their back catalogue to buy more cars for their historic collection, although they currently have no plans to do ‘Continuation’ or ‘Recreation’ models.
Although we can think of a few cars we’d like to see brought back to life (hello, Lancia Stratos).