Italian Event To Draw Luxury Motor Enthusiasts


The third edition of Motor Valley Fest will take place in Modena, Italy, on Thursday, July 1 through Sunday, July 4, 2021. The event pays homage to the “Made in Italy” excellence of Italian race cars and motorcycles, marvels of engineering and design.

Modena, the birthplace of the legendary Enzo Ferrari, is one of three cities (along with Ravenna and Ferrara) in the Emilia Romagna region of northern Italy designated as UNESCO World Heritage Sites

Emilia Romagna—home to some of the world’s best-known motor brands,including Ferrari, Maserati, Lamborghini, Pagani, Ducati, Dallara, and more—is considered the epicenter of the Italian luxury motor industry. As such, it has been a mecca for auto, motorcycle, and racing enthusiasts from around the globe, drawn to its motor-themed museums, attractions, and events. 

Motor Valley Fest 2021

Motor Valley Fest 2021 is a partnership between the Emilia Romagna region and Made in Italy, an initiative of the Italian Ministry of Foreign Affairs and International Cooperation and the Italian Trade Agency.

The effort aims to promote art, culture, food, wine, fashion, jewelry, and other signature Italian products abroad. The initiative will also be supporting other motorsport events.

This year’s Motor Valley Fest will include a mix of physical and online events such as information panels, discussions, spectator events, and test-drive experiences. Of course, taking place in Emilia Romagna, wine and gastronomy will be part and parcel of the event, showcasing the region’s finest. 

The city of Modena will host art exhibitions, pop-up events, and other themed meetings within its magnificent squares, palaces, and museums. Scientific and technology panels and in-depth round tables will feature global leaders from the automotive industry as well as a select group of start-ups with representation from international universities. 

Sustainability will be a significant focus of the conference, too, with sessions and activities on electric mobility featuring international automotive brands. And for the first time, this event will include all four of the region’s racetracks and speedways for auto races, motorbike events, and go-kart racing. 

*Visit the Motor Valley Association website for more details on Motor Fest 2021 and streaming options.

Speaking of motor museums

Emilia Romagna boasts 13 museums along the Via Emilia (the old Roman road that traverses the region from west to east), all of them focused on the motor industry alone. 

These include the uber-popular Museo Ferrari in Maranello and the Museo Enzo Ferrari in Modena, which includes the Enzo Ferrari family home and his father’s workshop.

Two other fan favorites: The Mudetec Lamborghini Museum and the Ferruccio Lamborghini Museum; both explain the history of the automobile brand through its historic cars and the life of its founder.

Other museums include:

The ‘Platinum’ Motor Valley Experience

A local tour company is offering a Platinum Experience that includes a 5-day, 4-night immersion in the Motor Valley. 

In addition to private museum visits, tours, and dinner at a Michelin-starred restaurant, the experience includes a heart-pumping test-drive of a Ferrari F488 Challenge at the Autodromo di Modena race track and tours of the Maserati, Pagani, Lamborghini, and Ducati factories.


*For additional information about Motor Valley Fest, visit the non-profit Motor Valley Association website and the website of the Emilia Romagna Tourism Office.

*For updated information on COVID-19 and travel to Italy, see the Italian Tourist Board website.



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