1949 Villa d'Este

The 10th Concorso d’Eleganza Villa d’Este in Como was held on 17–18 September 1949 and marked the final edition of the historic postwar concours at this venue. Organized by the Automobile Club of Como, the event gathered over 100 vehicles from leading Italian coachbuilders and drew an audience exceeding 4,000. The exhibition reflected a transitional moment in Italian design, with stylistic tendencies evolving from prewar formalism to postwar modernist expression.

A pronounced contrast emerged between the jury’s selections and the public’s preferences. The official Best of Show and class winner was the Alfa Romeo 6C 2500 Sport Berlina by Ghia, a dignified three-box saloon reflecting a conservative aesthetic. In contrast, the public referendum overwhelmingly favored the Alfa Romeo 6C 2500 SS coupé bodied by Touring. Celebrated for its dynamic proportions and flowing lines, the car was henceforth referred to by the public as the “Villa d’Este,” a name it would carry permanently, linking the design to the prestige of the venue.

Class winners included a diverse range of models, such as the Fiat 1500 and 1100E Supergioiello by Ghia, the Ferrari 166 MM Barchetta by Touring, the Lancia Aprilia Cabriolet Speciale by Pininfarina, and the Lancia Aprilia Berlinetta by Basso. Ghia also presented several one-off entries, reinforcing its position in postwar custom design.

The 1949 concours became a defining moment not only for coachbuilding firms but also for the establishment of Villa d’Este as a symbol of automotive elegance. The public’s role in shaping the narrative through direct acclaim exemplified the emerging cultural authority of design spectatorship in postwar Europe.

Best of Show: Alfa Romeo 6C 2500 Sport Berlina Ghia
Class Winner:
Alfa Romeo 6C 2500 Sport Berlina Ghia
Lancia Aprilia Cabriolet Speciale Pininfarina
Lancia Aprilia Berlinetta Basso
Fiat 1500 Supergioiello
Fiat 1100E Supergioiello
Ferrari 166 MM Barchetta Touring
Award by Public Referendum: Alfa Romeo 6C 2500 SS Villa d’Este