Mirafiori Motor Village

Ever wondered what a car factory turned brand experience feels like? Right here at the Mirafiori Motor Village in Turin, you get to witness this transformation firsthand. This isn’t just any showroom. The Mirafiori Motor Village sits within the sprawling Mirafiori Complex, the former heart of Fiat production. This complex replaced the Lingotto factory, now a Fiat cultural center. The Mirafiori Motor Village showcases Stellantis brands: Alfa Romeo, Fiat, Lancia, and Jeep. Noticeably absent are the independent brands Ferrari and Maserati. At the Mirafiori Motor Village, cars aren’t simply lined up for display. They are integrated into various thematic contexts. You can explore exhibits dedicated to commercial vehicle use or adaptations for people with disabilities. The experience extends beyond static displays. You can take a virtual spin in a simulator or even test drive a car on the factory’s historic test track. An interesting fact: the furniture here is from IKEA, reflecting a unique partnership between the two companies. Unlike Volkswagen’s Autostadt in Wolfsburg, the Mirafiori Motor Village doesn’t focus on brand mythology. Instead, it emphasizes the practical uses of automobiles in everyday life. This unique approach sets it apart, transforming a former industrial space into a vibrant celebration of automotive innovation and practicality. The Mirafiori Motor Village gives you a peek into the past, present, and future of the automobile industry, all under one roof.