A Weekend of Motoring, taste, and elegance: Festival Car’s Resounding Success from Santena to Revigliasco

The fifth edition of the Festival Car Concours of Elegance marked a clear step forward, reimagining both its scenic route and overall schedule.

Over 10,000 enthusiasts gathered at the Parco del Castello Cavour in Santena, the event’s new starting venue, taking over from the traditional Moncalieri backdrop. The crowd lined the streets, following the Concours of Elegance line-up through the hills to the finish line in Revigliasco Torinese, celebrating an edition that, for the first time, expanded across an entire two-day weekend.

Extending the format opened up a full day dedicated to brand partners and local culinary experiences, creating a natural synergy with the energy of “Terra Madre” taking place concurrently in Turin.

The entire weekend was steeped in automotive history: along the route, spectators admired iconic vehicles celebrating major milestones, from historic Lancia and Mercedes-Benz models to benchmarks of Italian automotive design such as the Alfa Romeo Duetto and the Lamborghini Miura.

Heritage meets urban mobility: Microlino takes center stage

Against this backdrop of classic motoring heritage, the spotlight on modern urban mobility belonged to Microlino. The brand hosted a dedicated presentation led by founder Wim Ouboter alongside Italy Country Manager Uberto Gavazzi.

To highlight the versatility of the project, four distinct interpretations of the electric microcar were showcased: the bespoke One-Off created by Sara Levy, the Mint edition, and two custom configurations born from recent collaborations. The line-up sparked genuine interest among seasoned collectors and attending media alike.

From strategy to field execution: media coordination by PressMediaLAB

Orchestrating a dynamic two-day event requires precision, timing, and seamless coordination. PressMediaLAB’s work began well before the engines started, through targeted industry press outreach and journalist accreditation.

Over the weekend, our focus shifted directly to the ground. Our on-site presence provided continuous support to welcome accredited reporters, facilitate camera crews, and coordinate interview schedules in real time.

Bringing together classic car culture, regional heritage, and future-forward urban mobility within a single narrative is no small challenge.

Our mission didn’t end when the cars crossed the finish line; as engines cooled, our team drafted and distributed the post-event press release to summarize the festival’s highlights and consolidate the record attendance figures.

The success of such an intensive program validated the extended two-day format and demonstrated the value of structured media management—turning on-the-ground logistical complexity into sharp, cohesive press coverage.

PressMediaLAB crafts tailor-made media relations and press office strategies designed to maximize the visibility of brands, high-profile events, and strategic partnerships. Looking for a trusted communications partner for your next milestone? Reach out to start building your media presence.