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A
huge market for vintage Italian cars
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Italian
used cars are avoiding the scrap heap and moving
to Japan where the locals are queuing up to get
behind the wheel.
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 The
Italian used-car
industry is turning to Japan for a new injection
of interest. Fiat
500s (AKA FIAT Bambinos), Alfa Romeo
Gt Juniors and original flame red Ferraris
are all avoiding scrappage in their homeland by
finishing off their days in the Land of the Rising
Sun. Italian goods have always been popular in Japan
and the recent trend for vintage cars has been no
exception. For the Japanese - Italians make it better.
Indeed you are almost as likely to spot mint-condition
Bambinos and Ferraris lined up at traffic lights
in Tokyo as you are in Milan.
Behind this latest venture is a young Italian businesswoman
called Paola Bruno. 32-year-old Bruno, who
hails from Salerno in Southern Italy, studied Oriental
Languages at University and spent two years working
in Tokyo before moving to Rome. "It was one of those
chance things," says Bruno. "I was working as a
tour guide four years ago when a Japanese tourist
asked me to help him find some Fiat Bambinos. The
rest, as they say, is history."
Paola Bruno soon realised that there was a huge
market for vintage Italian cars in Japan and
immediately went into business. She has already
supplied a major Japanese dealer with more than
300 cars.
"Fiat Bambinos and FIAT 600 Multiplas sell like
hot cakes - says Bruno - but models such as the
Lancia
Aurelia, old Alfa Romeo Giulias,
classic 3-wheelers such as the Ape and original
Vespa
scooters are becoming just as popular. Then of course
there's the a whole new business for spare parts.
The Japanese are very meticulous and will only use
original parts.".
The multi-talented Bruno doesn't stop here.
"I work with a Japanese travel agency, ‘Creative
Tours’, planning customised Italian tours for
their clients." For example, for opera aficionados
Bruno will arrange front-row seats at Verona's famous
Arena or at the legendary Scala Opera House in Milan;
football enthusiasts will get kitted out in their
favourite team's gear for one of the season's top
matches.
The latest trend to hit Japan is Italian weddings.
And guess who will arrange everything for the big
day? Paola Bruno, of course! "I organise the church,
hire cars, book the restaurant, plus look after
all those little details that make it such a special
day. Then there's the honeymoon. We like to think
we spoil our clients." It's definitely a case of
'go east, young woman'
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BENEDETTO LATTANZI |
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August
2001
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THE SURVIVOR'S 
