One Lincoln Kfrom 1938, which served as an official car for heads of state visiting Brazil, such as the Queen Elizabeth II and the Pope John Paul II. One Aston Martin DB5produced in 1964, the same model driven by James Bond in “007 against Goldfinger”. One limousine manufactured in 1927, unique in the world and which has never undergone any type of restoration – it was found lost in a barn in France. Each vehicle on display in the Carda museum that will open its doors to the public on November 28th, has a story to tell. And there are hundreds of them, since the collection has more than 500 rare cars not total.
Read more:
The collections are housed in a six thousand square meter building, erected in the middle of Serra da Mantiqueira. Carde is located in Campos do Jordão, 170 km from São Paulo.
Continues after advertising
Despite appearing to be an initiative aimed at those passionate about “anti-goalism”, the proposal is to reach a much wider audience. Carde, is the combination of four words: car, art, design and education. The vehicles are certainly the museum’s main attraction, but whoever gets there delves into the historical context of each piece on display. The immersive experience with LED panels in each of the galleries revisits the 20th century, decade by decade, remembering the main political, social and cultural movements.
“It’s the trap strategy. Visitors come here attracted by the cars and we make them think”, he says Heloisa Murgel Starlingprofessor at the Federal University of Minas Gerais (UFMG), responsible for the team of historians who carried out the research for the historical contextualization of the exhibition.
Luxury and repair
Right at the entrance, the visitor comes across a car on top of a crochet tree. The vehicle, in this case, is a national model: the Uirapurufrom Brasinca. The sports car that was successful in the 1960s was styled with indigenous paint. The crochet that supports the car, and spreads across the walls of the main hall, was “woven” by women from a social project in the federal capital.
Continues after advertising
There is a tone of social reparation amid the exuberance of vehicles that have changed hands between the elites over the years. In one of the rooms, a Isotta Fraschinione of the most luxurious cars in the 1920s, imported from Europe by industrial magnate Henrique Lage. A “little gift” for the Italian opera singer Gabriella Besanzoniwhom the businessman married and to whom he dedicated the mansion in the park that bears his surname, in Rio de Janeiro. When Lage died, Gabriela couldn’t keep the car, as she didn’t have children with her husband – those were the laws at the time.
The (almost real) experience of driving a Ferrari
For those who like speed, a room houses two original team cars Willyssovereign of motorsport in the 1960s. On the upper floor, visitors can see a McLaren Senna exclusive, Lamborghinis e Ferraris.
In fact, the author of this report can now say that he directed one. Not on the road, as I would like, but in the simulator with an immersive nine meter wide screen. The model in question is a In a Ferrari Testaro which has been fully restored for a very realistic experience for visitors.
Continues after advertising
Who is Lia Maria Aguiar, heiress of Bradesco
Behind the Carde is the name of Lia Maria Aguiarheiress of Amador Aguiar, founder of Bradesco. The museum appears within the foundation, created by her and which bears her name. Lia is 86 years old and has already appeared on lists of the richest women in the country.
Read more:
The Lia Maria Aguiar Foundation’s resources are in an endowment fund initially created with Bradesco shares. THE endowment is administered by Merakian independent resource manager, whose CEO is Luiz Goshimacreator and executive director of Carde.
Continues after advertising
“All of the foundation’s social projects are maintained by the dividends generated by this fund,” explained Goshima, to InfoMoney. The Lia Maria Aguiar Foundation runs training and cultural projects with children and young people in Campos do Jordão and also maintains a health center in the city.
Goshima’s father, who was also called Luiz, was a counselor at the foundation and a close friend of Lia. The friendship with the heiress passed from father to son – as did the passion for cars.
The director of Carde makes a point of explaining that the museum’s collection was not purchased with money from the foundation. They are cars from the executive’s private collection and, mainly, that of “owner” Lia. This includes vehicles that the Bradesco heiress acquired from And Pozzolione of the greatest car collectors in the world, now deceased.
Only part of the collection, around 100 cars, is on display at the museum. The rest are stored in a hangar, in the municipality of São Roque, at the disposal of Carde: the exhibition is rotating. The value of this collection? “It’s immeasurable. Firstly, because there is a lot of emotional value in cars and the prices are volatile, very much based on auctions”, explains Goshima.
Read more:
The fact is that the museum’s collection only tends to increase. Carde even opened a company in the United States to participate in auctions – and already has new relics in sight.
*The report traveled to Campos do Jordão at the invitation of Carde
Ricardo Bellino from Ensina
How to negotiate and persuade
Learn the art of persuasion from an elite negotiator; learn how to influence and convince people with the strategies of Ricardo Bellino, one of the biggest dealmakers in Brazil.
