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FCA's new Heritage HUB showcases 250 rare Fiats, Lancias and Alfa Romeos

Fiat Chrysler Automobiles (FCA) has opened a new facility near Turin, Italy, dedicated to preserving and celebrating the company's Italian brands, as well as the historic cars each has created. It's bigger than the average Costco, and it houses more than 250 pieces of automotive art, some of which have never been publicly displayed. It's called the FCA Heritage HUB. The HUB building is itself a piece of history. FCA restored the old Officina 81 in Via Plava of the historic Mirafiori industrial district on the south side of Turin. At 161,459 sqare feet (the average Costco is 145,000 sq ft), it's a massive open space that allows for both business and pleasure. In the rafters, photos and text tell the timeline of Mirafiori, but the floor focuses on Fiat, Lancia, Abarth, and Alfa Romeo. Although part of the space is dedicated to the "Reloaded by Creators" vintage restoration sales department, the portion we're interested in is shown in the massive gallery above. FCA says it has more than 250 vehicles on display, and some have never been shown. The "central area," which explores cars from 1908 to 2008, is separated into eight themes, each of which has eight cars. The eight areas include Archistars, Concept and Personalized Cars, Eco and Sustainable, Epic Journeys, Records and Races, Small and Safe, Style Marks, and The Rally Era. Some of the cars featured at the new shop include the Lancia Lambda, the Fiat 500 Topolino A, the Fiat 130 Familiar, the Fiat X1/23, the Fiat Ecobasic, the Fiat Campagnola AR 51, the Fiat 1100 E, the Fiat 124S, the Lancia Delta HF Integral Group A, the Fiat S61, the Lancia Alfa Sport, the Lancia D50, the Lancia Beta Montecarlo Turbo, the Lancia LC2, the Lancia Augusta, the Lancia Ardea, the Fiat ESV 1500 and 2000, the Fiat Barchetta, the Lancia Aurelia B20, the Lancia Fulvia HF 1600, and the Lancia Stratos HF. Check out the gallery and below videos to see the full extent of what the HUB has to offer. Featured Gallery FCA Heritage Hub View 47 Photos News Source: FCA Alfa Romeo Fiat Lancia Automotive History Classics FCA fiat chrysler automobiles

Alfa Romeo's Super Bowl commercial is about dreams and reinvention [UPDATE]

Update 2: Alfa Romeo keeps rolling out the Super Bowl ads. The post has been changed to include the third ad and information about it. Update: Alfa Romeo had not one, but two new Super Bowl commercials, and this post has been edited to include the second one. Alfa Romeo's Super Bowl commercial talks about the things we've dreamed of since we were kids, like riding on dragons and flying cars. It also covers the various life lessons many of us learn, including how to be true to oneself. All the while, images of childhood, growing up, and vintage Alfa Romeos are spliced together. It covers some heartwarming ground, but it's all a bit broad and borderline vague. The idea seems to be that Alfa as a company has learned the same lessons we do growing up, and that it all pays off with its new models. The second ad is much better, and is all about Alfa's strengths: driving enjoyment, passion, and other cliched Italian automotive characteristics. It shows a new Giulia Quadrifoglio cruising some gorgeous mountain roads, and the driver talking about being one with the vehicle and loving the experience. The bit about letting something go if you love it was cheesy, but this was a commercial that really showed what Alfa Romeo is all about, and we liked it. Check it out above. Alfa's third Super Bowl ad of the night continues what the second one started. This one focuses on the most powerful Giulia's beauty, and, well, power. It's apparently both breath-taking and breath-giving. Check out the commercial above. Related Video: Image Credit: Alfa Romeo / YouTube Alfa Romeo Super Bowl Commercials Videos super bowl li

Maserati honors Juan Manuel Fangio with F Tributo special editions

Argentina's Juan Manuel Fangio was one of the greatest Formula 1 drivers of all time. Logging a record five F1 championships between 1951-57, four of them back-to-back, Fangio was the winningest driver in F1 history until Michael Schumacher won his sixth championship in 2003, almost half a century later. Maserati is now paying homage to Fangio with two special edition vehicles.  The Ghibli and Levante F Tributo commemorate Fangio's F1 victories behind the wheel of a Maserati 250F in the 1957 season. Fangio had previously won the world championship for Alfa Romeo, Ferrari, and Mercedes-Benz, though in 1954 he won the driver's championship while driving for both Maserati and Mercedes. The "F" stands for Fangio, and "Tributo" means "tribute" in Italian. Though Maserati does not appear to have increased performance figures for the F Tributo duo, they do come in two exclusive paint jobs. Rosso Tributo is a vibrant red inspired by the crimson hue that represented Italy in the era when race car liveries were determined by country of origin. The second color, Azzurro Tributo, is a blue that represents, along with yellow, the flag of Modena, Maserati's home. Both cars also feature yellow brake calipers and a yellow outline on their 21-inch wheels, a callback to the yellow stripe on the nose of Fangio's 250F. The yellow cues continue on the inside, where giallo contrast stitching brightens up the black leather interiors. The Ghibli and Levante are also denoted by black "F Tributo" badges on the front fenders, as well as body-colored Maserati trident logos on the C-pillars. We're not totally convinced that a luxury sedan and crossover would be the type of car Fangio would love to drive, but if this is your bag you should act quickly. Maserati hasn't said how many F Tributo cars they plan to sell, only stating that numbers will be "very limited".