The Story of La Storia

by Vadim Stepanov, Formula143.org

Photos (c): IXO models, The reds model cars

La Storia is a famous premium series of Ferrari Grand Prix car models which was launched three times but every time was stopped prematurely. Why the series was so unsuccessful and what is the history of its creation and decline?

The attempts to reproduce the whole history of  Ferrari Grand Prix cars in high quality scale replicas were made reputedly starting from  1990s. At least three various manufactures launched the official Ferrari F1 collections called La Storia in order to represent each model of Grand Prix Ferrari from the beginning of Maranello’s make till modern times.  But every time something went wrong and collections were discontinued earlier than planned.

Vitesse. La Storia Number One

The first La Storia series was started by Portuguese diecast manufacturer Vitesse Group at the end of 1990s. Vitesse used the models of its brand Quartzo for Ferraris of 50s – 80s, and models of other Portuguese related brand Onyx for cars of 90s. The plans were ambitious – it was supposed to release 45 models covering the period from 1951 to 1995. The main focus was on the premium status of the collection, underlined by the original luxury packaging. The models were packed in a stylish black drop-down box, enclosed in a red cardboard case with the Ferrari logo. The collection itself also had the original logo and, of course, the status of the official Ferrari collection. Each model was accompanied by a small booklet on the history of the car and the driver. But the models themselves were ordinary diecasts  of Quartzo and Onyx of rather good, but far from premium quality. For example, the detailing of the pilot figure and the decals of the helmet were significantly worse than on the contemporary Minichamps models.

In total, in the first attempt of La Storia, 14 issues of the planned 45 were released in 1998-1999. Eleven of them were based on the Quartzo models and 3 on Onyx.

List of planned releases of La Storia from Vitesse Group. First 14 were issued

Cat. No.	Car	Driver	Year	Race	Model by
LSF01	Ferrari 500 F2	Ascari	1952	French GP	Quartzo
LSF02	Ferrari 312T	Lauda	1975	Monaco GP	Quartzo
LSF03	Ferrari 156	Bandini	1962	Monaco GP	Quartzo
LSF04	Ferrari 641	Prost	1990	British GP	Onyx
LSF05	Ferrari 312T	Regazzoni	1976	USA GP	Quartzo
LSF06	Ferrari 375	Gonzalez	1951	British GP	Quartzo
LSF07	Ferrari 625	Gonzalez	1954	British GP	Quartzo
LSF08	Ferrari F93A	Alesi	1993	Italian GP	Onyx
LSF09	Ferrari 500 F2	Ascari	1953	British GP	Quartzo
LSF10	Ferrari 156	Hill	1961	Italian GP	Quartzo
LSF11	Ferrari 312T2	Lauda	1977	German GP	Quartzo
LSF12	Ferrari F1-89	Mansell	1989	Brazilian GP	Onyx
LSF13	Ferrari 625	Trintignant	1955	Monaco GP	Quartzo
LSF14	Ferrari 312T3	Reutemann	1978	USA GP	Quartzo
LSF15	Ferrari 642	Alesi	1991	Monaco GP
LSF16	Ferrari 412T1B	Berger	1994	German GP
LSF17	Ferrari 156	Surtees	1964	German GP
LSF18	Ferrari F1-88C	Berger	1988	Italian GP
LSF19	Ferrari F 92A	Capelli	1992	Brazilian GP
LSF20	Ferrari 312	Ickx	1968	Austrian GP
LSF21	Ferrari 412T2	Alesi	1995	Canadian GP
LSF22	Ferrari 312	Rodriguez	1969	Italian GP
LSF23	Ferrari F1-86	Johansson	1986	Italian GP
LSF24	Ferrari 312T4	Scheckter	1979	Italian GP
LSF25	Ferrari 312	Scarfiotti	1966	Italian GP
LSF26	Ferrari 246	Hawthorn	1958	German GP
LSF27	Ferrari 312	Amon	1967	Monaco GP
LSF28	Ferrari 312T5	Villeneuve	1980	Canadian GP
LSF29	Ferrari 156-85	Alboreto	1985	German GP
LSF30	Ferrari 126CK	Villeneuve	1981	Monaco GP
LSF31	Ferrari F1-87	Berger	1987	Japanese GP
LSF32	Ferrari D50	Fangio	1956	German GP
LSF33	Ferrari 246	Brooks	1959	German GP
LSF34	Ferrari 158	Surtees	1964	Italian GP
LSF35	Ferrari 246	Von Trips	1960	Portugal GP
LSF36	Ferrari D50	Musso	1957	French GP
LSF37	Ferrari 312B	Ickx	1970	Austrian GP
LSF38	Ferrari 126C2	Pironi	1982	San Marino GP
LSF39	Ferrari 312	Rodriguez	1965	USA GP
LSF40	Ferrari 312B2	Andretti	1971	South African GP
LSF41	Ferrari 126C3	Tambay	1983	San Marino GP
LSF42	Ferrari 312B2	Ickx	1972	German GP
LSF43	Ferrari 312B3	Merzario	1973	French GP
LSF44	Ferrari 312B3	Regazzoni	1974	German GP
LSF45	Ferrari 126C4	Arnoux	1984	USA GP

Packaging and Booklet

Outer case

LSF01. Ferrari 500, Alberto Ascari 1952

In 2000 Vitesse La Storia collection was discontinued. The major reason was that Ferrari has granted the exclusive license to produce Ferrari scale models to Mattel, American toy manufacturer who launched production of the Reds under Hot Wheels brand. The license came into force from December 1999 and, looking ahead, operated until the end of 2014.

Mattel. La Storia Number Two

Granted by exclusive license from Ferrari, at the beginning Mattel was quite enthusiastic in continuing La Storia. Despite exact plan of the series was never published, during 2001 five La Storia models were released by Mattel, including 4 models inherited from Vitesse and new Hot Wheels production – Michael Schumacher’s F1-2000. All the models were branded as Hot Wheels. Vitesse,  Quartzo or Onyx weren’t mentioned on the models, boxes and outer cases. Mattel retained the format of the packaging, but slightly changed the logo. The list of La Storia issued by Mattel in 2001:

Cat. No.	Car	Driver	Year	Race	Model by
HW50215	Ferrari Dino 246	Hawthorn	1958	French GP	Quartzo
HW50216	Ferrari 312	Scarfiotti	1966	Italian GP	Quartzo
HW50217	Ferrari 312B2	Ickx	1972	German GP	Quartzo
HW50218	Ferrrai 126C2	Arnoux	1982	San Marino GP	Onyx
HW55572	Ferrari F1-2000	Schumacher	2000		Hot Wheels

Actually HW55572 F1-2000 initially planned to be included in La Storia was released in similar packaging but with Campioni del Mondo 2000 title. Exact reasons why Mattel series was interrupted so quickly is not known to me. Most likely that Mattel and Vitesse did not agreed in the continuation of the collection. After all, Mattel has the rights to produce only models of  contemporary cars under Ferrari license, while only Vitesse and Brumm produced historical Ferrari Grand Prix vehicles in an industrial scale. By this time, Quartzo and Onyx ceased to exist, and, probably, Vitesse did not find enough interest in extending the production of their models for Hot Wheels.

Packaging and booklet

HW50215 Ferrari Dino 246 Hawthorn

HW50217 Ferrari 312B2 Ickx

HW55572 Ferrari F1-2000 Schumacher

Five models from Vitesse La Storia and 126C2 Arnoux from Hot Wheels variant (far left). Both series used the same packaging and similar logos

IXO / Hot Wheels. La Storia Number Three

Third reincarnation of La Storia was the most long-lived and most successful one. This time Macau-based PCT company with its IXO brand came to the fore.

After a great deal of time and negotiation with Ferrari, IXO was granted with the right to produce the officially licensed collection of Grand Prix Ferraris in 1/43 scale starting from 2006. It is worth to note that at this time (namely, from 1999 to 2014) exclusive license for manufacturing of Ferrari scale models belong to Mattel, owner of Hot Wheels brand. It was the reason why models were co-branded as IXO and Hot Wheels and the collection was released by these two brands, albeit in a slightly different format.

Initial plan was to issue 56 different Ferrari Grand Prix and F1 models representing each year from 1948 to 2003. The collection was started earlier – in 2004, but the ambitious plan was realized only partially – only 31 models were released.

As it was noted in announcement of the collection published by IXO dealers, the level of quality of IXO’s La Storia is extremely high. Company produced each model from brand new tooling, and manufacturing process included extensive use of photo etching, micro-moulding techniques, detailed interior, realistic suspension and hand finished decoration. Models were accompanied by small booklet which illustrated the history of the car. Models in IXO collection were without driver figures, while Hot Wheels counterparts were fitted with the pilot. In addition, the same models sometimes were assigned to different drivers in  two versions of La Storia.

Another difference between IXO and Hot Wheels collections was in presentation packaging. Both used Ferrari branded exclusive luxury packaging. Each model of IXO collection was packed into red book-shaped metal box with an outer cardboard case with Ferrari logo. IXO used the logo of La Storia similar to those by Vitesse used in first edition of the series. Hot Wheels used the same logo and stylish black boxed-down packaging in a cardboard box in red-black colors as in Mattel short series.

List of planned and released (first 31) issues of IXO / Hot Wheels collection:

Cat. No	Car – Race	Driver
SF01/56	Ferrari D50 – German GP 1956	#10 – Juan Manuel Fangio (World Champion)
SF02/00	Ferrari F1 2000 – USA GP 2000	#3 – Michael Schumacher (World Champion)
SF03/63	Ferrari 156 F1 – German GP 1963	#7 – John Surtees
SF04/75	Ferrari 312T – Monaco GP 1975	#12 – Niki Lauda (World Champion)
SF05/49	Ferrari 125 F1 – Italian GP 1949	#8 – Alberto Ascari
SF06/90	Ferrari 641/F1 90 – French GP 1990	#1 – Alain Prost
SF07/71	Ferrari 312B2 – German GP 1971	#5 – Mario Andretti
SF08/83	Ferrari 126C3 – German GP 1983	#28 – Rene Arnoux
SF09/59	Ferrari 246 F1 Monaco GP 1959	#50 – Tony Brooks
SF10/96	Ferrari F310 – Spanish GP 1996	#1 – Michael Schumacher
SF11/52	Ferrari 500 F2 – German GP 1952	#102 – Alberto Ascari (World Champion)
SF12/87	Ferrari F1 87 – Japanese GP 1987	#28 – Gerhard Berger
SF13/68	Ferrari 312 F1 – French GP 1968	#26 – Jacky Ickx
SF14/03	Ferrari F2003 – 2003	#1 – Michael Schumacher (World Champion)
SF15/64	Ferrari 158 F1 – Italian GP 1964	#2 – John Surtees (World Champion)
SF16/79	Ferrari 312T4 – Monaco GP 1979	#11 – Jody Scheckter (World Champion)
SF17/74	Ferrari 312B3/74 – German GP 1974	#11 – Clay Regazzoni
SF18/92	Ferrari F92A – French GP 1992	#27 – Jean Alesi
SF19/77	Ferrari 312T2 – German GP 1977	#11 – Niki Lauda (World Champion)
SF20/02	Ferrari F2002 – German GP 2002	#2 – Rubens Barrichello
SF21/67	Ferrari 312 F1 – British GP 1967	#8 – Chris Amon
SF22/94	Ferrari 412T1B – German GP 1994	#28 – Gerhard Berger
SF23/54	Ferrari 553 F1 Supersqualo – Spain 1954	#38 – Mike Hawthorn
SF24/85	Ferrari 156/85 – Brazilian GP 1985	#28 – R Arnoux
SF25/61	Ferrari 156 F1 – Italian GP 1961	#2 – Phil Hill (World Champion)
SF26/98	Ferrari F300 – British GP 1998	#3 – Michael Schumacher
SF27/70	Ferrari 312B – Canadian GP 1970	#3 – Jacky Ickx
SF28/81	Ferrari 126C – Monaco GP 1981	#27 – Gilles Villeneuve
SF29/51	Ferrari 375 F1 – German GP 1951	#71 – Alberto Ascari
SF30/89	Ferrari 640/ F1 89C – Portugal GP 1989	#28 – Gerhard Berger
SF31/57	Ferrari 801 – German GP 1957	#8 – Mike Hawthorn
SF32/78	Ferrari 312T3 – British GP 1978	#11 – Carlos Reutemann
SF33/48	Ferrari 125 F1 – Italian GP 1948	#28 – Raymond Sommer
SF34/95	Ferrari 412T2 – Canadian GP 1995	#27 – Jean Alesi
SF35/72	Ferrari 312B2 – German GP 1972	#4 – Jacky Ickx
SF36/01	Ferrari F2001 – French GP 2001	#1 – Michael Schumacher (World Champion)
SF37/60	Ferrari 256 F1 – Argentine GP 1960	#30 – Wolfgang Von Trips
SF38/82	Ferrari 126C2 – Dutch GP 1982	#28 – Didier Pironi
SF39/55	Ferrari 625 – Monaco GP 1955	#44 – Maurice Trintignant
SF40/99	Ferrari F399 – German GP 1999	#4 – Eddie Irvine
SF41/76	Ferrari 312T2 – USA GP 1976	#2 – Clay Regazzoni
SF42/88	Ferrari F1 88C – Italian GP 1988	#27 – Michele Alboreto
SF43/65	Ferrari 512 F1 – Monaco GP 1965	#17 – Lorenzo Bandini
SF44/84	Ferrari 126C4 – Belgian GP 1984	#27 – Michele Alboreto
SF45/69	Ferrari 312 F1 – Dutch GP 1969	#8 – Chris Amon
SF46/91	Ferrari 642 – Spanish GP 1991	#27 – Alain Prost
SF47/53	Ferrari 500 F2 – British GP 1953	#5 – Alberto Ascari (World Champion)
SF48/80	Ferrari 312T5 – French GP 1980	#2 – Gilles Villeneuve
SF49/58	Ferrari 246 F1 – French GP 1958	#4 – Mike Hawthorn (World Champion)
SF50/86	Ferrari F1 86 – Austrian GP 1986	#27 – Michele Alboreto
SF51/50	Ferrari 340 F1 – Geneva GP 1950	#40 – Alberto Ascari
SF52/93	Ferrari F93A – Monaco GP 1993	#27 – Jean Alesi
SF53/66	Ferrari 312 F1 – Italian GP 1966	#6 – Ludovico Scarfioti
SF54/73	Ferrari 312B3 – Austrian GP 1973	#4 – Arturo Merzario
SF55/62	Ferrari 156 F1 – GP TBA 1962	#TBA – Lorenzo Bandini
SF56/97	Ferrari F310B – Japanese GP 1997	#6 – Michael Schumacher

Advertising of the new IXO La Storia by Trax Motorsport Marketing

Packaging

31 models issued by IXO. Photo (c) IXO models

Why the series was discontinued this time, even though it turned out to be the longest? One of the main reasons was economic. The series’ models were expensive for 1/43 segment. For example, British stores took pre-orders for each La Storia model at around £ 50. Despite the fact that the models were high-quality, the substantial part of price was paid by the buyers for the premium status and expensive and bulky packaging.  For comparison, the F1 models from other manufacturers of similar quality but in simpler ordinary packaging were two-three times cheaper. According to dealers’ reports, the series was clearly not a bestseller.

Life after Death. Ferrari F1 Collection

Despite IXO La Storia collection was discontinued earlier than scheduled, all the planned models were designed.  And the efforts of the company, which is known for its models in the magazine series, were not wasted. When in 2009 Fabbri Publishers agreed with Ferrari on the release of a collection of Ferrari Formula 1 cars in the kiosk series format, the IXO models became the basis of the series. In the first edition of the Ferrari F1 collection released in 2009-2010 there were 71 cars, and in the second edition of 2013-2014 – as many as 79 (for details on Ferrari F1 Collection see the corresponding section of the site). With the release of the collection, Ferrari models have appeared in the mass segment at the prices of ordinary magazine series (10-15 euros) but with the quality of the premium collection inherited from La Storia. Some of the IXO’s Ferraris designed initially for La Storia, as well as some new ones, were also included in Formula 1 Auto Collection published by Fabbri-Centauria in 2016-2020.

So the story of La Storia was one of the most dramatic in the world of F1 scale models. But everything is to the better. And now a significant part of all that set of 1/43 Grand Prix Ferraris, displayed on the shelves of collectors, is a legacy of this series.