Louis Vuitton returns to the world of classic car rallies with the Dolomites Classic Run

Pietro Beccari, who is in Milan to present Louis Vuitton’s new initiative, never seems to lose his composure. Analytical and rational, yet with that touch of light-heartedness in the way he carries himself, speaks and perhaps even lives – a quality Beccari almost certainly owes to his Emilian roots. From his long stay in France and his constant travelling across continents and cultures, he has, on the other hand, absorbed a flexibility of thought that allows him to move without fear, to lose himself between the past and the future, between the history of what is perhaps the world’s most famous French fashion house and the future not only of Louis Vuitton itself, but also of the LVMH group and the entire luxury goods sector. The announcement made yesterday in Milan is a perfect example of this ‘healthy balancing act’: from 1 to 4 September, the Louis Vuitton Dolomites Classic Run returns, a race-event dedicated to classic cars.

You already have a huge number of projects underway, ranging from America’s Cup to Formula 1, from new shops and dining spaces to numerous new product launches. Was there really a need to add classic cars?
“Yes, there was a need (Beccari seems very serious, but then he smiles). The first thing to clarify is that the announcement is being made today, but we’ve been working on it for many months. I would add, however, that this isn’t a completely new project, unlike the one dedicated to Formula 1, but rather a return. In fact, it marks a return to the history of the link between Louis Vuitton and classic car competitions and, perhaps even more importantly, it is a way to commemorate, revive and rekindle the savoir-faire that the house had developed specifically for classic cars, adding touches of style to cars that already possessed plenty of style in their own right. In a sense, at Vuitton we don’t have to invent anything from scratch: the house’s history is an inexhaustible source of inspiration. The first car boot was created by Georges Vuitton, Louis’s son, in 1897, to replace the bulky trunks of the time with a flat design. In 1905 came the ‘sacs chauffeurs’, which were perfectly round in shape to fit directly into a car’s spare-wheel well.”

Il blason della Louis Vuitton Dolomites Classic Run

Will it be a race or, so to speak, a parade?
‘Both. Over the four days of the Classic Run, the cars – belonging to the world’s leading collectors, two of whom are Italian – will compete in a regularity rally. But the route, totalling around 600 kilometres, has been designed to give as many people as possible the chance to see the cars, either in motion or up close. Ideally, the start is in Venice, but the race itself will begin on the second day, from one of the most enchanting estates in the Veneto region, Villa Pisani in Stra, along the Brenta Riviera, before continuing through the Dolomites. The final destination is Monza, where on 4 September the cars will parade around the Autodromo Nazionale during the opening ceremony of the Italian Formula 1 Grand Prix. The circuit is situated within Monza Park, home to the Villa Reale, which will host an exhibition open to the public until 6 September, showcasing the cars that took part in the Classic Run. The awards ceremony, meanwhile, will be held at the Castello Sforzesco in Milan.”

Un’immagine dell’edizione 1995

How did collectors respond to the invitation to take part?
“Very well, and this will certainly be just the first edition of the ‘new’ Classic Run. The world of classic car enthusiasts and owners is a fascinating one: they take meticulous care of their cars and know every detail about them. Of course, they see them as a means of transport, but leaving them ‘asleep’ in a garage – even if it were the most luxurious in the world – is out of the question. At the same time, I believe that owning and looking after a classic car allows you to feel part of the history of human creativity and craftsmanship. Classic cars are aesthetic masterpieces; their silhouettes have stood the test of time. But they are also among the most extraordinary artefacts ever created by us humans, being both functional and beautiful at the same time. Here, too, there is a connection with the world of Vuitton.

Un trunk da viaggio del 1909

These are not easy times for fashion and the luxury sector. Do you feel able to make any predictions?
“I joined LVMH in 2006 and gained experience in various roles and across the group’s different brands before becoming CEO and Chairman of Louis Vuitton in 2023. I have witnessed many crises, both economic and social, from the collapse of Lehman Brothers in 2008 to the Covid pandemic: this historic moment is particularly difficult because there are so many factors of uncertainty and every day there seems to be something new, almost always negative. But this crisis will end and there will be a rebound in consumer spending and, I believe, in people’s confidence. We cannot put an end to wars nor bring order to the world’s geopolitical chaos. However, as Louis Vuitton, we can continue to come up with ideas, to stimulate the creativity of those who work within the house and the desire of those who look on from the outside.’