{"id":45372,"date":"2026-07-03T05:50:08","date_gmt":"2026-07-03T05:50:08","guid":{"rendered":"https:\/\/www.europesays.com\/france\/45372\/"},"modified":"2026-07-03T05:50:08","modified_gmt":"2026-07-03T05:50:08","slug":"louis-vuitton-revives-classic-car-rally-ahead-of-f1-italy-grand-prix","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/france\/45372\/","title":{"rendered":"Louis Vuitton Revives Classic Car Rally Ahead of F1 Italy Grand Prix"},"content":{"rendered":"

\n\tPARIS \u2014 Louis Vuitton<\/a> is ready to hit the open road again.<\/p>\n

\n\tThe world\u2019s biggest luxury brand will stage a 600-kilometer classic car run in Italy in September to coincide with the Formula 1<\/a> Italian Grand Prix, reviving a tradition that had been dormant since 2012.<\/p>\n

\n\tPietro Beccari, chairman and chief executive officer of Louis Vuitton<\/a>, said one of the first events he took part in after joining the brand in 2006 as marketing and communications director was the Boheme Run between Budapest, Vienna and Prague.<\/p>\n

\n\tSince 1993, Vuitton has showcased \u201cthe art of travel\u201d with automobile excursions to destinations including the Malaysian jungle, the rice terraces of the Yunnan region in China, and the vineyards of Tuscany.<\/p>\n

\n\tEver since returning in 2023 to take the helm of the brand, following stints as CEO of Fendi and Christian Dior Couture, Beccari has dreamed of staging another classic car rally. Parent company LVMH Mo\u00ebt Hennessy Louis Vuitton\u2019s 10-year sponsorship deal <\/a>with Formula 1<\/a> provided the perfect foil.<\/p>\n

\n\t\u201cIt\u2019s very important to reiterate our link with the automobile world, which dates back to the birth of automobiles, because in fact Louis Vuitton trunks were the tool boxes and the spare tire boxes of the modern car at the time \u2014 so actually there is a link which is absolutely meaningful,\u201d he told WWD.<\/p>\n

\n\t\u201cI thought that this was a good year to really insist on this message,\u201d Beccari added.<\/p>\n

\n\tThe house is inviting the owners of 25 classic cars to take part in the Louis Vuitton Dolomites Classic Run. It will depart on Sept. 1 from Villa Pisani near Venice, and arrive on Sept. 4 in Monza, where the cars will parade on the Autodromo circuit during the opening of the Grand Prix.<\/p>\n

\t\t\t\t\t\t\"Louis<\/p>\n

\t\t\t\t\tLouis Vuitton will stage the 600-km Louis Vuitton Dolomites Classic Run from Sept. 1 to 4.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Louis Vuitton<\/p>\n

\n\tThey will spend two days crossing the Dolomites, taking in scenic vistas of alpine passes and lakes. The region, which returned to the global spotlight during the 2026 Milano Cortina Winter Olympics, means a lot to Beccari.<\/p>\n

\n\t\u201cI have a house in the Dolomites, and I love to go there whenever I can. It\u2019s my place of heart,\u201d he said, noting that a 2024 Vuitton campaign<\/a> featuring Rafael Nadal and Roger Federer was shot near the Aman Rosa Alpina hotel in San Cassiano, where the race participants will stop over.<\/p>\n

\n\t\u201cSo there are many memories that tie me, not only personal, but also now workwise. It\u2019s going to be fantastic and the Dolomites are a UNESCO World Heritage Site. Not everybody knows them,\u201d Beccari noted. \u201cIt\u2019s going to be also the occasion to reinforce the visibility and awareness of this mythical place.\u201d<\/p>\n

\n\tVuitton is collaborating with leading Italian heritage sites to add a cultural element to the proceedings.<\/p>\n

\n\tThe race will be the first event held at Villa Pisani in Stra, along the Riviera del Brenta, following the completion of its renovation works. Beccari has personally called on Massimo Osanna, the head of national museums at Italy\u2019s culture ministry, to ensure the location is ready on time.<\/p>\n

\n\t\u201cVenice is very dear to our house,\u201d he said, noting that Vuitton opened a shoe factory<\/a> in Fiesso d\u2019Artico, a stone\u2019s throw from the villa, in 2008. \u201cFiesso d\u2019Artico is a jewel of the Italian industry of shoemaking, and a symbol of our savoir-faire, and Villa Pisani is a great patrimony of the Venetian heritage.\u201d<\/p>\n

\n\tGuests and journalists will have an opportunity to visit both sites, as well as Milan\u2019s Castello Sforzesco, where the prize-giving ceremony will be held, and the Villa Reale in Monza, where the cars will be on public display on Sept. 5 and 6.<\/p>\n

\n\tParticipants will have to stick to an average speed of below 50 kilometers an hour, on roads open to regular traffic, and will be submitted to time controls, passage checks, average speed trials and regularity trials.<\/p>\n

\t\t\t\t\t\t\"The<\/p>\n

\t\t\t\t\tThe emblem for the Louis Vuitton Dolomites Classic Run.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Louis Vuitton<\/p>\n

\n\tThe trophy, designed by Dutch artist and designer Sabine Marcelis, will be produced by Murano glassmaker Venini and will be presented in a Louis Vuitton trunk \u2014 epitomizing its \u201cVictory travels in Louis Vuitton\u201d slogan.<\/p>\n

\n\tBeccari said Bugatti, Maserati and Ferrari<\/a> will be among the featured car models, all of them manufactured up to 1970. While the race will be free to join this time around, going forward, collectors will be asked to contribute a participation fee, he said.<\/p>\n

\n\tVuitton, which is active in disciplines ranging from soccer to sailing, has been racking up high-profile sports deals, cementing its positioning as a \u201ccultural\u201d brand as consumers switch their focus from status-conferring luxury goods to once-in-a-lifetime experiences.<\/p>\n

\n\tIts link with the automobile world dates back to 1897, with the launch of Georges Vuitton\u2019s pioneering Malle Auto car trunk made of durable Vuittonite canvas. Vuitton subsequently took part in competitions like the 1908 New York to Paris Race, and cemented its association with the sport<\/a> by partnering with the Automobile Club de Monaco<\/a> in 2021.<\/p>\n

\n\t\u201cI see a natural link of sharing codes and also a set of values with our clients,\u201d said Beccari, noting that classic cars attract a passionate audience. \u201cIt\u2019s like a club of initiates, but there is a following which is far beyond the people that can afford the cars.\u201d<\/p>\n

\n\tWhile he admires classic cars from afar, Beccari may honor Monza\u2019s passionate Ferrari<\/a> fan base by riding in one of its cars. \u201cI will go on the safe side,\u201d he quipped. <\/p>\n","protected":false},"excerpt":{"rendered":"PARIS \u2014 Louis Vuitton is ready to hit the open road again. The world\u2019s biggest luxury brand will…\n","protected":false},"author":2,"featured_media":45373,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12704],"tags":[3666,1424,2773,4955,353],"class_list":["post-45372","post","type-post","status-publish","format-standard","has-post-thumbnail","category-louis-vuitton","tag-ferrari","tag-formula-1","tag-louis-vuitton","tag-lvmh","tag-sport"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/45372","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/comments?post=45372"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/45372\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media\/45373"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media?parent=45372"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/categories?post=45372"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/tags?post=45372"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}