Fiat Chrysler wants to buy your old Italian junker.
But not just any old Italian car. Fiat Chrysler Automotives are looking to purchase old, classic Italian cars to restore and then resell. Currently, they’re only looking for the most significant cars from their history and are not looking for anything North American. Sorry, Chrysler owners—you’ve got plenty of classic car shops back State-side.
The new program is called Reloaded by Creators, and it intends to buy old Alfa Romeos, Fiats, Lancias, and Abarths, restore them to factory original condition, and then resell them to car collectors around the world. Along with getting an almost-new again car, Fiat will provide the owner with a certificate of authenticity and a history of the car right back to when it originally rolled off the factory floor.
Fiat says they were “inspired by the modus operandi of art museums,” but more likely they took inspiration from a bunch of other car manufacturers that are doing the same thing. Mercedes-Benz Classic concerns itself with restoring old Mercedes and then reselling them, Pagani is doing the same with their Zondas, and old Lambos are getting new life from their company too.
Nostalgia seems to be in with classic car makers. Jaguar is bringing back the D-Type, and by bringing back we mean recreating the original and not just remaking a new model. Land Rover is restoring old Series 1 cars, and even Japanese manufacturer Mazda is so worried about their first generation Mazdas they’re snapping them up to restore too.
But back to Fiat, where they already have a bunch of restored cars for sale. There’s a 1991 Alfa Romeo Spider, a 1981 Pininfarina Spidereuropa, a 1959 Lancia Appia Coupe, a 1973 Lancia Fulvia Couple Montecarlo, and even a 1989 Alfa Romeo SZ, a car which the company describes as “unusual” enough to warrant restoration. Sure.
Fiat hopes that the program takes off and allows them to buy even more old cars to restore and resell in an endless cycle of old becoming new. It sort of seems like Fiat wants to create their own cottage industry—which sounds just crazy enough to work.