Louis Vuitton Is Holding a Classic Car Rally in Italy This September
Louis Vuitton is reviving a decade-old tradition. The French maison is holding a classic car run in Italy this September, giving new life to an event that screeched to a halt over a decade ago.
The Louis Vuitton Classic Run was kick-started in 1993, with a challenging drive through the Malaysian jungle. Subsequent races were held across China, France, Italy, and Central Europe, before the event wrapped up in 2012 with a run from Monaco through the Swiss Alps to Venice. Pietro Beccari, who was appointed chairman and chief executive officer of Louis Vuitton in 2023, took part in the Boheme Run from Budapest to Prague via Vienna in 2006, which drove him to reinstate the tradition.
The upcoming Dolomites Run will take place from September 1 to 4, acting as a perfect prelude for the Formula 1 Italian Grand Prix. (LVMH, the parent company of Louis Vuitton, recently inked a 10-year sponsorship deal with F1, which explains that connection.) The house is inviting the owners of 25 classic cars to take part in the four-day event. It will be free to join this time around, but collectors will be asked to contribute a participation fee in future runs.
The cars at the end of the Serenissima Run in Venice in 2012.
Louis Vuitton
The race will start at Villa Pisani near Venice and end in Monza, with competitors driving approximately 373 miles across two days. The designed route will snake through the Dolomites, allowing drivers to experience dramatic mountain passes, leisurely winding roads, and everything in between. Racers will have to drive at an average speed of roughly 31 mph and will be subject to time controls, passage checks, average speed trials, and regularity trials.
A Bentley on the Serenissima Run from Monaco through the Swiss Alps to Venice in 2012.
Louis Vuitton
The journey will culminate at the Monza racetrack, where the participating racers and their vintage rides will partake in the opening of the GP. The cars will then be displayed at the Villa Reale in Monza on September 5 and 6, with members of the public free to visit and check them out. The lineup is expected to include four-wheelers by Bugatti, Maserati and Ferrari manufactured up to 1970.
The race winner will be awarded a trophy designed by Dutch artist Sabine Marcelis and produced by Murano glassmaker Venini. It will, of course, be presented in a bespoke Louis Vuitton trophy trunk.
