Heritage Hub Achieves Record Visits and Events in 2024
- In 2024, the Heritage Hub welcomed more than 12,000 visitors, registering a 10% increase compared to 2023 and consolidating its position as an international reference point for automotive culture.
- Located in the historic Mirafiori plant in Turin, the exhibition centre houses the company’s precious collection of around 300 cars of the Fiat, Lancia and Abarth brands, as well as a small but very interesting selection of Alfa Romeo, Autobianchi and Jeep models.
- At the centre of the Heritage Hub there are 64 vintage cars on display, divided into eight themed areas, plus the two side aisles with the rest of the collection and a small area reserved for the most important engines designed and built by the Group’s Italian brands, as well as some incredible prototype solutions.
- Contributing to the record number of visits were the temporary exhibitions set up during the year: two dedicated to the 75th anniversary of the Abarth brand and ‘INSOLITE E SORPRENDENTI FIAT’, still in progress, a tribute to the 125th anniversary of the Turin-based company.
- From 2025, guided tours of the Heritage Hub will be enhanced by the new audio guides – in Italian and English – which can be consulted from your smartphone and can also be listened to after the tour.
- The Heritage Hub also stands out as a venue for corporate and cultural events. In 2024, it hosted as many as 27 cultural and entertainment events, with peaks of up to 1,500 participants for a single evening.
- Information and tour bookings are available on the Stellantis Heritage website or at the following link.
A very successful year has just come to an end for the Heritage Hub, the marvelous location that houses the invaluable company’s collection composed of around 300 cars belonging to Fiat, Abarth and Lancia brands, besides several models of Alfa Romeo, Autobianchi and Jeep. Located inside the historical Mirafiori plant in Turin, the space was opened to the public back in 2023 and can now be visited after purchasing a ticket online and booking the preference day.
Over 12.000 people equally divided into Italians and foreigners visited the Heritage Hub in 2024, increasing the total amount of visitors by 10% compared to last year. Vintage cars enthusiasts and industry experts, tourists and many families with children: that is the heterogeneous audience/parterre which confirmed the Turinese pole as an international reference point for the automotive culture.
The main aspect the visitors of the Heritage Hub are mainly intrigued by is the building where these unique models are stored, which is the historical Officina 81 located in Via Plava in Turin, one of Fiat’s mechanical production plants inside the industrial district in Mirafiori, whose roots go back to 1939. In order to house the wonderful company’s collection, the original set has been accurately restored/object of an accurate conservative restoration that respected its industrial nature, the historic green and mustard colors, the concrete flooring and the metal pillars lattice.
The middle of the exposition space is occupied by 64 vintage cars, divided into 8 thematic areas: “Records and Races”, dedicated to the protagonists that triumphed on the main racetracks; “Concepts and Fuoriserie”, very rare cars and extraordinary unique pieces; “Archistars”, the models that revolutionized the automotive architecture while respecting the dogmas of productivity and functionality; “Eco and Sustainable”, where the cars that have distinguished themselves most in terms of environmental friendliness gather are brought together; “Small and Safe”, models that were capable of unite safety and restrained dimensions; “Style Marks”, cars that made history in the design field; “Epic Journeys”, automobiles that were the protagonists of unforgettable journeys; “The Rally Era”, the milestones of the golden age of road and off-road racing.
On both long sides of the building is exposed the remaining part of the collection, divided by brand and disposed in chronological order. On the left there is a collection dedicated to Fiat, Alfa Romeo and Abarth. On the right, the ones dedicated to Lancia. The bottom of the pavilion is occupied by an area reserved for engines with a selection of more than thirty of the most important motors produced by Italian brands from the Group during the past century or futuristic prototypes.
For sure, two evocative temporary shows dedicated to the 75th anniversary of Abarth, a cornerstone in the history of motor sport, strongly contributed to the record of registered visits in 2024. Furthermore, the “INSOLITE E SORPRENDENTI FIAT” temporary exhibition is still ongoing, an emotional journey through some of the lesser-known models of the Italian brand’s long automotive history, highlighting its capacity to progress in constant evolution. This exposition has been set up to develop in conjunction with the MAUTO “125 VOLTE FIAT” show, mounted to celebrate the 125th anniversary of the famous brand.
The time travel offered by Heritage Hub can be enjoyed through a guided visit available in Italian and English. Besides that, as a compendium of the service executed by the official guides, from now on the visitors can use the brand new audio guides – always in Italian and English – that can be used online by means of the smartphone once the hall of the Hub is passed and that could be listened to again at a later time to relive all the emotions infused by this amazing immersive experience. One curiosity about the audio guides: the voice welcoming the Hub is that of Roberto Giolito, Head of Stellantis Heritage (Alfa Romeo, FIAT, Lancia, Abarth). For information and bookings, visit the Stellantis Heritage website or the dedicated page at the following link.
Finally, thanks to its multifunctional nature, the Heritage Hub is increasingly proving to be an attractive site that can successfully host conferences, corporate meetings, workshops and cultural events. As many as 27 of these were held in 2024, with a peak of more than 1,500 people at a single event, demonstrating how the historical evidence and values of the automotive industry can happily coexist with contemporary entertainment. For information on venue availability, please write to heritagehub@stellantis.com.
Torino, January 30, 2025