Classic Car Wiki

Introduction to Moretti Motor Company

Moretti Motor Company, or simply Moretti, was an Italian automobile manufacturer that produced a wide variety of vehicles from the 1920s to the late 1980s. Known for its inventive engineering and unique bodywork, Moretti earned a reputation for crafting distinctive cars, often using Fiat platforms. While never a high-volume producer, Moretti held a notable place in Italy’s rich automotive heritage as a coachbuilder and independent constructor.

Founding and Early Years (1925–1939)

Moretti was founded in 1925 in Turin by Giovanni Moretti, an engineer with a passion for mechanical design. The company began its operations by building motorcycles and small commercial vehicles. By the late 1920s and early 1930s, Moretti motorcycles gained recognition for their quality and engineering. The brand earned early success with two- and three-wheeled motorized vehicles that were especially popular for delivery services.

By the late 1930s, Moretti expanded into microcars and electric vehicles — a pioneering move for its time. Some of the electric vehicles were used as city delivery vans or small taxis in urban environments, particularly in postwar Italy where fuel was scarce.

Post-War Automobile Production (1946–1955)

After World War II, Moretti shifted focus toward full-sized car production. The first real passenger car from the company was the Moretti Cita, a small, lightweight, and economical vehicle aimed at a recovering post-war market.

The Moretti 600 and 750 Series

Moretti achieved considerable success with the 600 and 750 series during the late 1940s and early 1950s. These small cars were powered by in-house four-cylinder engines and available in various configurations such as coupes, convertibles, berlinas (sedans), and station wagons.

The 750 Gran Sport was particularly admired for its styling and performance. It had sleek lines and a sporty character, appealing to young Italian buyers and even competing in racing events.

Participation in Motorsport

Moretti’s small cars were raced in events like the Mille Miglia and the Targa Florio. The company’s 750cc sports cars were known for their agility and reliability. Though they didn’t claim major victories, their participation raised Moretti’s profile internationally.

Partnership with Fiat and Shift in Strategy (1955–1960s)

As Italy’s economy improved and mass-market cars became more accessible, Moretti struggled to compete with larger manufacturers like Fiat. Rather than develop cars entirely in-house, Moretti began using Fiat mechanical components and chassis as a foundation for their own vehicles.

This partnership led to a fruitful era where Moretti would purchase rolling chassis from Fiat and construct custom-bodied coupes, convertibles, and station wagons. These coachbuilt vehicles retained Fiat’s mechanical reliability but featured elegant, hand-built Moretti designs.

Key Models of the Coachbuilt Era

• Moretti 750 Coupe and Spider – Based on the Fiat 600, these cars featured sporty styling and were popular among enthusiasts looking for something more exclusive than a standard Fiat.
• Moretti 850 Sportiva – A beautifully styled small coupe or convertible based on the Fiat 850. It had a low-slung body and an elegant interior, making it one of Moretti’s most recognizable models.
• Moretti 124 and 128 Coupes – Built on Fiat 124 and 128 mechanicals, these cars combined modern lines with Moretti’s traditional craftsmanship.

Throughout the 1960s, Moretti continued producing limited-run vehicles that appealed to customers who wanted a Fiat with added flair and individuality. Their vehicles often cost significantly more than the base Fiat model, which limited their market but boosted their appeal to affluent buyers.

Design Innovation and Niche Vehicles (1970s)

In the 1970s, Moretti expanded into new body styles and niche markets. One standout creation was the Moretti Minimaxi, a small off-road utility vehicle similar in spirit to the Mini Moke. Designed for beach and leisure use, it found a modest following in southern Europe.

Another notable vehicle was the Moretti Midimaxi, a slightly larger version with more space and comfort, sometimes used in tourist resorts or as service vehicles.

Custom Fiat Variants

Moretti produced several custom-bodied Fiat variants in the 1970s and early 1980s, including:

• Moretti 127 Coupé – Based on the Fiat 127, this stylish two-door had a sporty look with custom bumpers, lighting, and interior upgrades.
• Moretti Panda Rock – A modified version of the Fiat Panda with off-road accessories and upgraded interiors.

These vehicles were aimed at lifestyle-conscious buyers who wanted a bit more luxury or uniqueness without stepping up to full-scale luxury brands.

Decline and Closure (1980s)

By the 1980s, the European car market was increasingly dominated by large-scale manufacturers offering a wide range of models and customization options. Moretti’s niche offerings, while charming and well-built, were no longer economically viable.

The company ceased car production in 1989, after over 60 years in operation. In its final years, Moretti had focused mainly on Fiat-based utility vehicles and microcars. Rising costs, regulatory challenges, and changing consumer preferences ultimately led to its closure.

Legacy and Collectibility

Today, Moretti cars are considered collectible curiosities, particularly the coachbuilt coupes and spiders from the 1950s and 1960s. Their rarity, handmade details, and links to Fiat make them desirable among collectors of Italian automobiles.

Some Moretti models are shown at vintage car events, especially in Italy and France, and restoration efforts are ongoing among a small but passionate group of enthusiasts.

Conclusion

Moretti was a car company that thrived on innovation, craftsmanship, and individuality. Though never a volume automaker, it offered stylish and sometimes daring alternatives to mainstream cars. Its collaboration with Fiat allowed Moretti to survive far longer than many other coachbuilders, and its legacy lives on in the rare but beautiful cars that still roam European roads and auto shows.

The Moretti story reflects the golden age of Italian coachbuilding, when artistry, engineering, and passion came together in small workshops to create automotive gems that stood apart from the crowd.