To keep the Horses Running... We need Ponies!

May/June 2019 edition
Issue #5 AutoMobilia Resource Magazine
Cody Smith

Executive Box Set of Brochures for the Ferrari Enzo

In my last article, I talked about factory Ferrari document pouch sets, their value and scarcity. How they are important for the car’s history and a necessity at Concours when showing your car. 
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In future articles, we will discuss more on this topic. Instead I want to address something that has been troubling me. Over the past several years I have been asking myself when attending major concours events, where are all the young people? 

This might seem like an odd statement but it’s true. It’s something that is talked about often in our circles but is never formally addressed. This hit home with me as this year’s car season got underway. As I looked around the lawn at Cavallino and Amelia Island, I had to ask myself, “Is this a car show or an AARP convention?” There is simply no new blood coming into the concours world. 

Brochure for 250 GT Berlinetta Lusso - USA Version

Here is a good example - if you look at the judges at these events, what I’m talking about comes clear. Parker Hall, David Seielstad, Tom Shaughnessy and many other world class judges and car experts are simply not replaceable. Unfortunately, it seems there are few younger people who want to soak up their knowledge and carry the torch for the next generation. This is troubling because the aforementioned experts and myself, are getting older. 

Some of these experts are well into their 70s and 80s and sadly, their expertise and vast knowledge will simply die with them. It’s truly a shame. How do we encourage the younger generation to embrace the rich history which is so important to these cars?

When standing in the Ferrari literature booth at a show, rarely will anyone under 35 come up and ask to see a 250 SWB (short wheelbase) or 275 brochure.  Instead they want to see what we have on the LaFerrari, 488 Pista and other modern supercar models. Is there a fix? 
 
​I have a couple ideas that might work. We need to reach out to the younger generation and educate them and help develop the passion myself and my colleagues have.  How do we do this? Something I do at concours events is show the earliest of Ferrari brochures to younger enthusiasts when they come up and explain how these pieces are works of art and extremely scarce. 

All Brochures 166 Millemiglia, 250 GT Coupe Pininfarina, 250 GT Coupe Pininfarina III

Press Kit for Ferrari F40.

Further, I encourage the older generation to talk to the younger fans, tell them your stories and history. It was the passion of a few people who made me an enthusiast myself. If we can get them engaged, we can change their thinking. 

If we can get them interested in the literature, we can stoke the fire to learn about the actual cars. Not the type of article that would normally be in a magazine like this, but if you’re reading this magazine, it means you care about preserving the past.

Cody Smith

P.S. Prices for Ferrari brochures can run from $125 for a modern brochure into the thousands for vintage brochures.

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