Ageing not only affects the owners of classic cars and collections, but also workshops and dealerships. Without new blood, the scene faces an uncertain future. In addition, the prices for historic vehicles have reached astronomical heights in recent years, which means that the purchase and maintenance of classic cars is only available to a small circle of financially strong collectors.
The "Young 4 Vintage" campaign
"Young 4 Vintage" will be officially launched on May 30, 2025 by the umbrella organization SHVF and the trade fair organizer at 10:00 a.m. on the show stage of Swiss Classic World in Lucerne. The aim is to enable low-threshold driving events where young people can get a taste of classic cars. The "Old Cars for Young People" campaign is now also embedded in this program. It also offers young drivers simplified access to classic cars. After applying and being selected, two people receive two cars - a VW Beetle and a Porsche 944 from the Museum of Transport's collection - to use free of charge for a year. Provided, of course, that they meet certain conditions. This campaign, formerly sponsored by the Museum of Transport, is now supported by the umbrella organization.
Planned campaigns and events
As part of the "Young 4 Vintage" campaign, various other events are planned where young people can learn how to drive young and vintage cars without electronic driving assistants. They will also be shown how to properly clean, maintain and preserve historic vehicles. Simple repairs to classic cars will also be taught. The campaign is to be financed through various advertising partnerships, very much in the style of traditional sponsorship. This means that the umbrella organization will be running its own campaign in the future, which it will no longer be running solely as a contractor on behalf of the clubs it represents, but will be offering the campaign on a top-down basis, so to speak.
However, the SHVF member clubs and associations are invited to participate in the activities and thus inspire the younger generation with enthusiasm for the car as a cultural asset, thereby ensuring their own continued existence. A professionally developed sponsorship concept also offers the partners various support options - from donors to industry-exclusive patrons. With this approach, SHVF President Daniel Geissman is now putting into practice for the first time the intention he expressed when he took office to become more directly active at grassroots level on the part of the umbrella organization.
The umbrella organization also sees the many young car influencers as an important channel. On April 23, the SHVF and Swiss Classic World therefore hosted a media event at Albisgüetli, where a handful of classic cars were available to Instagrammers and Youtubers, including the personal car of Peter Monteverdi's partner, Paul Berger, who died last year.
