Fiat, its great story begins in Turin on 11 July 1899

The Italian Automobile Factory Turin (FIAT) was founded on 11 July 1899 in Turin, during a period of lively industrial expansion in the city. The articles of association are signed at Palazzo Bricherasio, and drawn up by the notary Ernesto Torretta, by the 9 founding members Lodovico Scarfiotti, Giovanni Agnelli, Roberto Biscaretti di Ruffia, Ernesto Torretta, Cesare Goria Gatti, Emanuele Cacherano di Bricherasio, Michele Ceriana Mayneri, Luigi Damevino and Alfonso Ferrero of Ventimiglia.

It is precisely the landlord Emanuele Cacherano of Bricherasio who commissioned the painter Lorenzo Delleani to paint a painting which after 121 years represents and hands down the importance of that moment. But the signing of the company's memorandum was preceded by many meetings, by many passionate discussions on the future of the automobile and on the opportunities that could derive from it. The 'cradle' of this creative phase is the famous Burello café on the corner of Corso Vittorio Emanuele and via Urbano Rattazzi, near the Porta Nuova railway station.

Caffè Burello, also known as 'La Pantalera' (canopy in Italian) is usually frequented by technicians such as Ceirano and Faccioli, by aristocrats such as Cacherano di Bricherasio, industrialists like Lanza or simple wealthy people like Goria Gatti and Agnelli, who share a passion for motor vehicles. At Pantalera in 1899 the idea of ​​the Welleyes cars produced by Ceirano and designed by Faccioli was born and above all the meetings that will lead to the birth of FIAT are held.

Ludovico Scarfiotti is appointed to the presidency of the company established on 11 July 1899, Emanuele Cacherano of Bricherasio is vice president, Giovanni Agnelli secretary of the board and directors are Michele Ceriana, Alfonso Ferrero di Ventimiglia, Cesare Goria Gatti, Carlo Racca, Roberto Biscaretti di Ruffia and Luigi Damevino. The first FIAT factory was inaugurated in 1900 in Corso Dante, 35 workers work there and 24 cars are produced there.

Giovanni Agnelli, a former cavalry officer and mechanical enthusiast, stands out in the group of investors for determination and strategic vision. In 1902 he became CEO. He promotes a tour of Italy by car for advertising purposes, which is successful and ends at the Milan Exposition. The oval mark on a blue background, designed by Carlo Biscaretti, has been adopted since 1904. The first Fiat brand car is the 4 HP.