Concorso d’Eleganza: Inside Italy’s Most Prestigious Car Show

The Concorso d’Eleganza at Villa d’Este is where automotive dreams meet Renaissance grandeur on the shores of Lake Como. Jeremy Taylor discovers why this legendary event is the automotive equivalent of winning the FA Cup and Wimbledon combined.

What Is It Like At Villa d’Este’s Concorso d’Eleganza?

Villa d’Este is an acclaimed five-star hotel renowned for spectacular terraced gardens and hundreds of cascading fountains. For 363 days a year it is a sparkling A-lister destination – favoured by celebrities, politicians and sports stars alike.

Designated a UNESCO World Heritage Site, one weekend every summer even this Renaissance masterpiece is left in the shadows, eclipsed by a collection of classic vehicles that represent some of the rarest, most expensive and historically significant cars in the world.

George Clooney, Richard Branson and Donatella Versace are just some of the well-known locals who visit Lake Como. And the best way to enjoy their lifestyle – if only for a day – is to arrive at the Concorso on a classic Riva speedboat.

Some events are simply legendary – and visiting the Concorso d’Eleganza is undoubtedly one of them. What began as a celebration of classic cars has evolved over the years into a major international event. Today, cutting-edge concept cars take centre stage alongside historic treasures, while people-watching is a part of the fun.

First held in 1929, the Concorso is a beauty pageant of polished metal and chrome that attracts some of the wealthiest car collectors on the planet. Paraded in front of a panel of expert judges, the BMW-sponsored ‘Best of Show’ trophy is the automotive equivalent of winning the FA Cup or Wimbledon – or both.

Since 2002, the Design Award for Concept Cars and Prototypes has emphasised the connection between heritage and innovation. Young designers and leading manufacturers showcase their boldest visions, making this the perfect stage for those passionate about forward-thinking automotive design.

The biggest unveil of the 2026 event last weekend was from BMW, launching a new sub-brand named after former collaborator. Alpina was founded in 1965, performance-tuning standard BMW models for track and road.

The wild Vision concept car stole the show – an imposing coupe with an old-school V8 engine and space for four passengers. The revived Alpina line will bridge the gap between BMW Group brands BMW and Rolls-Royce, with a first model due in 2027.

Among the other classes on display, how about the Decade of Opulence, celebrating early automotive tailoring and coachbuilding; Enzo’s Endurance Legends, a rare collection of Ferrari racing icons; or The Top Goes Down, The Price Goes Up, a group of exquisite convertibles.

Official auctioneers Broad Arrow brought a valuable collection of auto exotica to the weekend. They offered more than 70 high-end lots, ranging from pre-war Bugattis, to modern-era supercars like the Ferrari F40.

Sunday served as the grand finale, open to general admission, featuring a spectacular grand parade of competing historic cars and the crowning of the overall Best of Show, this year awarded to a BMW 328 Bugelfalte – a one-off model dating back to 1937.

The 328 model was a stand-out sports car of the pre-war era and established the brand’s reputation for attracting ‘enthusiastic’ drivers. The Bugelfalte later competed in the 1940 Mille Miglia 1,000-mile race in Italy – a streamlined, aerodynamic car like nothing else on the road at the time.

Post-war the winning BMW was sold to a Russian, Artem Mikoyan, who later designed the MiG fighter jet. Remarkably, in 1972, Mikoyan’s son swapped the 328 for a brand new Lada – the humblest of Communist cars. It is now owned by a collector in America and worth a seven-figure sum.

Learn more about the Concorso d’Eleganza at concorsodeleganzavilladeste.com