The Homeland of Fiat

Turin, Northern Italy. Since its inauguration in 1939, attended by then-Prime Minister Mussolini, the FCA Mirafiori plant has established its name in the automotive world as Fiat's main production facility.

Within its seemingly endless walls, it even houses a power plant capable of supplying surplus electricity to the local community.

Among passionate Italian car enthusiasts, many will recall the "Super Mirafiori" version of the Berlina "131" from the late 1970s to early 1980s.

Currently, the Alfa Romeo "MiTo" is produced there, and from 2016, the Maserati SUV "Levante" is also slated for production.

It also houses FCA's design hub, "Officina 83," along with various research facilities. Consequently, it's common to see camouflaged test cars driving on the surrounding public roads.

It is in such a corner of this veritable "car city" that the "Mirafiori Motor Village" is located.

Another Role at the "Farm-Fresh" Plant

This is a large showroom with a total area of 70,000 square meters, opened in 2006 after renovating a former seat factory. Behind the building, a tunnel allows vehicles that have just undergone final inspection after production at the Mirafiori plant to be transported directly. It's truly farm-to-table.

It has been 11 years since its opening. Currently, it exhibits and sells all FCA Group models for the Italian market, including Jeep. There are many opportunities to encounter special edition vehicles not typically distributed through regular dealerships. It also features a bank ATM and a notary office, essential for purchasing a car in Italy.

Furthermore, with the addition of a bright dining space called "Mirafiori Café," car enthusiast clubs now visit almost weekly, often combined with factory tours.

Vehicles from the Jeep brand, also under the FCA umbrella, are displayed.

Roast beef made from local Piedmont beef, served at the adjacent "Mirafiori Café"

In fact, this large Mirafiori showroom has another function. Alongside general sales, it also serves as a delivery booth for employee purchases.

In the 1950s and 60s, many people migrated to Mirafiori from southern Italy for work. While working at the factory, they purchased their first Fiat 500 on loan. During summer holidays, they would drive their new cars south on the Autostrada A1, known as the "Sun Road," to show off in their hometowns.

"Back then, the last day of work before the summer holidays, families would line up their cars in front of the factory waiting for their fathers to finish work," recalled a gentleman who has lived in Turin for many years, with a nostalgic smile.

On the day of my visit, several FCA employees were waiting for their vehicle deliveries at the Motor Village's dedicated booth.

Seeing them, the image of families receiving their first car, a Fiat 500, with joy in the past, superimposed itself in my mind.

From the historic cars displayed in a corner of the showroom. The Autobianchi 500 Giardiniera. Even after the production of the base Fiat 500 ended, it remained on the catalog until 1977.

Information
Mirafiori Motor Village
Piazza Cattaneo , TORINO ITALIA
www.motorvillageitalia.it/sedi/torino
Mon-Fri | 9:00-20:00
Sat | 9:00-19:30
Sun | 9:30-13:00 / 15:00-19:30