Classic cars, modern strategy
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With 146,000 visitors, the 49th edition of Retromobile was a clear testament to the growing public interest in classic cars—attendance was up 12% in just one year. But as enthusiasm for vintage vehicles surges, manufacturers are responding with… electric cars.
While mainstream auto shows struggle to attract manufacturers, Retromobile is drawing more of them in—around ten brands participated this year. A notable newcomer was Toyota, exhibiting for the first time with a stand dedicated to its hybrid legacy, including the original 1997 Prius. The Japanese brand also gave visitors the unique opportunity to cruise through Paris in vintage models before returning to the show to test their modern electric equivalents. “We’ve neglected our heritage for too long,” admitted one Toyota executive in an interview with L’Équipe. “To look toward the future, you have to know where you come from.” On the flip side, a Porsche executive offered a different take in the same article: “To keep our past alive, we also need to exist in the future.” Over at Mercedes, the message was clear: heritage is now a powerful asset in the battle against new Chinese automakers. “Retromobile is an opportunity to showcase our history and a century of expertise,” they emphasized.
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Among automakers blending nostalgia with electrification, Renault is leading the charge by reinterpreting its iconic models. At Retromobile, the classic 4L and R5 were displayed side by side with their modern electric reincarnations. But how far will EVs encroach on this traditionally gasoline-fueled event? Romain Grabowski, Retromobile’s director, addressed this head-on in an interview with autohebdo.fr: “Either we ban modern cars, which would mean shutting out manufacturers… or we welcome them—with the condition that their stands remain primarily dedicated to classic vehicles.”
Renault ventures into Restoration
To finish on another positive note, Renault used the show to announce a new initiative under the “The Originals” banner, launching a dedicated repair and restoration network for classic cars. “Manufacturers are realizing that enthusiasts and collectors are the real influencers,” explained Grabowski in L’Équipe. The question remains: can automakers embrace this strategy without disrupting the spirit of independent clubs and owners? Time will tell.