Motor Valley, everything you need to see

17 May 2021
Family Friendly
la terra dei motori

Emilia Romagna is a land of many attractions. It’s famous not only for its inestimable cultural and historical heritage and its extraordinary food and wine, but also for its automotive sector. Have you ever heard of Motor Valley? In this article we’ll explore this fascinating area.

Every year Emilia Romagna welcomes large numbers of tourists who come to discover its treasures.

But what are their reasons for visiting the region? We can suggest a few:

  • Its beaches and resorts on the Adriatic coast, perfect for young people, families and more.
  • Its extraordinary cultural and historical heritage: have you heard of Ravenna, with mosaics that date back to Byzantine times?
  • Its wide variety of superb local products. In fact, the region is the birthplace of Parmigiano Reggiano, Balsamic Vinegar of Modena, Prosciutto Crudo di Parma and Culatello.
  • Its traditional dishes. Just think of the famous tagliatelle al ragù or the tortelli in brodo, to name just a couple.
  • The presence of leading car and motorcycle manufacturers, appreciated all over the world and including Ferrari, Maserati, Lamborghini, Ducati and Pagani.

Click here to find our suggestions for exploring Emilia Romagna.

The origins of Motor Valley

In the past two decades, there has been a growing awareness of the importance of Emilia Romagna’s automotive sector. In fact, the idea of an ambitious project to create a tourist district to promote the sector began to emerge. Hence the need to identify this area with the name Motor Valley.

The history of Emilia-Romagna is closely linked to a strong motor tradition; this is a land of farmers, who over time invested in technological innovation in their supply chain.

During the twentieth century, the new agricultural machinery began to spark the imagination of manufacturers, leading them to invest money and resources in automotive engineering. This was just the starting point for companies such as Ferrari, Maserati Ducati and others.

The Motor Valley project

Around the early 2000s, the idea of enhancing and publicizing the region among motor enthusiasts who had previously never had the opportunity to visit this emblematic area of Italian enterprise, began to emerge. Indeed, growing awareness of the potential of these companies and their stories is leading to the development of museums and private collections that seek to promote the history of Emilia-made cars and motorcycles, today one of the cornerstones of Made in Italy.

The result of this project was the launch of Motor Valley in 2005. .

The primary purpose was to bring together in a single association most of the major motor brands based in Emilia Romagna that had corporate museums, private collections and test tracks. Added to this is the goal of making Motor Valley one of the key points in the region’s tourism strategy, not only within Italy, but also internationally. The project is actually part of a wider initiative, entitled “La Via Emilia – Experience the Italian Lifestyle“.

Motor Valley is the ideal destination for anyone who loves two- and four-wheeled vehicles, but that’s not all. Indeed, the area that extends from Piacenza province to Rimini is home to the world’s best-known car and motorcycle manufacturers, which jealously guard the secrets of their success and Italian artisan culture.

Read on to find a selection of the most important companies located in Motor Valley that are worth a visit:

Museo Ferrari

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In Maranello in the province of Modena, there’s a museum dedicated to the Prancing Horse.

Founded by Enzo Ferrari, Ferrari is now considered one of the most prestigious car manufacturers in the world, a true cornerstone of the region’s history and a Made In Italy icon.

A variety of experiences are offered to visitors, ranging from a guided tour of the museum and factory to a test drive on the circuit in a Ferrari-branded racing car.


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The company was founded in 1914 by Alfieri Maserati as a repair shop and taken over by the Diatto family 12 years later.

Over the years, Maserati has created an unparalleled collection of cars, engines and components that illustrate the historical, technical and stylistic evolution of the company; today these can be admired in the museum. The Maserati Museum, also called the Umberto Panini Collection, houses a collection of 19 historic Maserati cars.


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In Sant’Agata Bolognese on the outskirts of Bologna, we find MUDETEC, the museum dedicated to the creator of the Raging Bull: Lamborghini.

Considered a Museum of Technology, this place has been focusing on the future and innovation for years.

The museum offers unique interactive experiences while at the same time telling the story of Lamborghini.

During the visit you’ll have the opportunity to admire the early cars created by founder Ferruccio Lamborghini as well as more recent ones, and also to enjoy driving simulations.


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After many years working for the world’s most prestigious car manufacturers, including Ferrari, Maserati and Lamborghini, in 1972 Giampaolo Dallara decided to start Dallara Automobili, just outside Parma.

The company specializes in the manufacture of racing cars.

In 2018, Dallara’s passion culminated in the creation of the Dallara Academy, with exhibition spaces and educational workshops.


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Following several collaborations with Lamborghini, in 1999 Argentine Horacio Pagani decided to set up his own Pagani car company.

The unique cars with a gritty character are the result of a mix of Italian design and the Pagani’s Argentine culture.

You can book a guided tour to explore the museum and the factory. Here you can find the legacy of Leonardo da Vinci, Pagani’s main source of inspiration.


ducati 3607733 1920

With its unique design and unmistakable roar, Ducati is one of the world’s best-known and most prestigious motorcycle manufacturers.

At the factory in Borgo Panigale, you’ll find the Ducati Museum.

Visited every year by many devoted motorcycle enthusiasts, the museum offers several options. Various themed routes illustrate the history of Ducati motorcycles.

Our journey of discovery in Motor Valley has come to an end, but we hope you’ll visit this magnificent region and enjoy exploring fabulous Emilia Romagna!

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