The 1960 Lancia Flaminia Loraymo Shines Again in Italy

The unique coupe designed by Raymond Loewy dazzles at the 2025 Car Concours d’Elegance Festival.

On Sunday, September 28, Revigliasco Torinese transformed into the capital of classic cars during the fourth edition of the Car Concours d’Elegance Festival. At the center of attention was the 1960 Lancia Flaminia Loraymo, a one-of-a-kind gem from the Stellantis Heritage Collection, returning to Italy after decades of history across Europe and the United States.

Raymond Loewy: From Coca-Cola to Automobiles

The Lancia Flaminia Loraymo was created by American designer Raymond Loewy, a 20th-century icon known for the Coca-Cola bottle and the Lucky Strike logo. Built for his personal use, the car was constructed by Turin-based coachbuilder Rocco Motto, with technical support from Nardi. Its name “Loraymo” comes from Loewy’s own name: ‘Lo’ for Loewy and ‘Raymo’ for Raymond. The result was a futuristic and avant-garde coupe, unveiled at the 1960 Paris Motor Show.

A Story of Rediscovery and Restoration

After years traveling between Europe and the U.S., the Loraymo was rediscovered in the 1970s by the president of the Lancia Club of America, who returned it to Italy. The vehicle was then restored and equipped with a suitable V6 engine, regaining its original splendor and becoming one of the most valuable treasures at the Stellantis Heritage Center in Turin.

Festival Star

The Loraymo not only participated in the festival but also featured on the official 2025 poster, designed in collaboration with the IED Turin, and starred in a teaser video showcasing its arrival in Revigliasco. Over twenty Lancia models participated in the event, highlighting the brand’s historical significance and deep roots in Turin. Visitors admired these unique cars during the Tour d’Elegance, an 80-vehicle parade from the Royal Castle of Moncalieri through the picturesque Turin hills to the village.

An Event Looking to the Future

With its display of elegance, style, and exceptional cars, the festival solidified its reputation among classic car enthusiasts. The Loraymo became the symbol of this edition, while organizers are already planning to surpass expectations for the 2026 Car Concours d’Elegance, ensuring that automotive heritage continues to dazzle future generations.