Beyond their financial value, cars are much more than mere means of transportation. As Matthieu Lamoure Artcurial Motors Car Director aptly describes them, they are “inhabited mobile sculptures” that create memories and bring people together. Embracing this profound connection, the CARDE Museum, inaugurated on November 28, 2024, in Campos do Jordão (SP), stands as Latin America’s largest collection dedicated to celebrating the intersection of automobiles, art, design, and education.
Luiz Goshima and Lia Maria Aguiar
The Curatorial Project
The CARDE Museum, combines cars, art, design, and education, a project is an initiative of the Lia Maria Aguiar Foundation (FLMA), which acquired part of the collection of renowned collector Og Pozzoli. Luiz Goshima, FLMA Advisor and CARDE Project Idealiser of the Foundation, played a pivotal role in bringing this project to life, alongside the creative direction of Gringo Cardia Curator and Art Consultor Jones Bergamin. Together, they sought to create more than just a museum; they envisioned a space where the emotional appeal of owning a piece of automotive history could be fully realized, connecting visitors with the passion, craftsmanship, and legacy of these legendary vehicles.
Following this ambition, the innovative museum project of the Architect Quirino Goshima, redefines redefines the concept of a traditional exhibition space, placing the automobile at its core. Through vehicles, artworks, and design, it delves into the historical, economic, political, and social milestones that shaped 20th-century Brazil. Featuring works by renowned Brazilian artists like Cândido Portinari, Frans Krajcberg, Heitor dos Prazeres, Tarsila do Amaral, José Zanine Caldas, and Vik Muniz, the museum underscores its profound cultural commitment.
Uirapuru decorated by Rudá Jenipapo
Opening the door of the Institution, visitors are instantly immersed in a stunning display: the rare Uirapuru, a sleek Brazilian sports coupe from 1964 and evolution of the iconic Brasinca 4200 GT, uniquely reimagined by indigenous artist Rudá Jenipapo. Perched atop a metallic cashew tree adorned with intricately crocheted leaves and fruits, it perfectly blends tradition and modernity. Surrounding the installation, a breathtaking crochet mural showcases the collective talent of 200 crocheters from Brasília’s Proeza Institute, merging artistry and creativity into a visually stunning masterpiece.
Overview of Emanoel Araujo’s jewellery collection
A standout feature is the remarkable Emanuel Araújo collection, which seamlessly weaves art and automobiles into a singular narrative. Among the museum collection highlights are two gems: the “Criola Jewels,” acquired last year by the Lia Maria Aguiar Foundation at a Bolsa de Arte auction, and the stunning 1930 Duesenberg Model J Limousine, a shining symbol of America’s golden age. In September, the Worldwide Auctioneers auction in Auburn, Indiana, sold a 1929 Duesenberg Model J selling for $3.3M.
Duesenberg Model J Limousine, 1930
Featuring nine themed rooms tracing the evolution of mobility in Brazil, the museum spans two levels. The first focuses on classical and historical cars, while the second highlights modernity, showcasing vehicles on rotation from a collection of approximately 600 cars. Acquired both locally and internationally, the collection includes iconic sports models like the Ferrari F50 and McLaren GTR.
Last but not least, the museum offers adrenaline-fueled experiences alongside its stunning car displays. Visitors can “drive” a Ferrari 512 TR in an exclusive simulator, described by Carde’s idealizer as a one-of-a-kind, hyper-realistic speed and control sensation. Outside, a special taxi service in vintage cars, preserved with original parts, takes guests through the museum complex, adding charm and nostalgia to the journey.
Featured Cars
The CARDE Museum’s rich collection celebrates iconic vehicles that have shaped automotive and cultural history in Brazil and beyond, tracing the evolution of the automobile through time. Highlights of this extraordinary collection include:
De Dion-Bouton Type G Vis-à-Vis, 1902
The 1902 De Dion-Bouton Type G Vis-à-Vis is one of the oldest cars to ever be registered in Brazil, marking a milestone in automotive history. One of the first to replace horse-drawn carriages, it featured a vis-à-vis design and was powered by a single-cylinder engine, reaching speeds of up to 30 km/h. In 2019 a 1901 De Dion Type G screw-in was sold for $64.000 by Artcurial Motorcars.
De Dion-Bouton Type G, 1902
Isotta Fraschini Tipo 8A, 1920
The Isotta Fraschini Tipo 8A, with a 1925 Castagna body, is the centerpiece of the “A Great Love Story” room, celebrating the love between Henrique Lage and opera singer Gabriella Besanzoni. The luxurious car, a gift from Lage, symbolizes the couple’s grandeur and their life at the mansion now known as Parque Lage in Rio de Janeiro. The room, designed by Gringo Cardia, recreates elements of the residence’s architecture. A 1924 Isotta fraschini tipo 8A cabriolet was sold for $1.3M in 2018 by Artcurial Motorcars. This year another Isotta Fraschini was sold for $290.960 by RM Sotheby’s Paris (RM Sotheby’s, formerly RM Auctions, began as RM Auto Restoration in 1976, founded by Rob Myers).
Isotta Fraschini Tipo 8A, 1920
Rolls-Royce 20 HP Tourer, 1927
The Rolls-Royce 20 HP was a transitional model that combined prestige and accessibility. Powered by an efficient 6-cylinder engine, it was known for its smooth and reliable driving. Its chassis was customized by renowned coachbuilders, making each car unique. Though less ostentatious, it solidified Rolls-Royce’s philosophy of offering more accessible cars without compromising quality or luxury, establishing its position in the global market. The iconic model 1927 Rolls-Royce was sold by Bonhans in 2021 for $103.133.
Rolls-Royce 20 HP Tourer, 1927
Cord L-29 Cabriolet, 1931
The 1931 Cord L-29 Cabriolet, the first mass-produced American car with front-wheel drive, offers enhanced handling and a lower center of gravity. Known for its elegant design and 8-cylinder engine, it’s a luxury icon. It is displayed alongside an LED screen highlighting the history of Rio de Janeiro’s Carnival. A similar model was sold by RM Sothebys for $280.000 in 2023.
Cord L-29, 1931
Lincoln K, 1938
The 1938 Lincoln K is a rare model, with only five units produced, known for its exclusivity and rich history. In Brazil, it was used by prominent figures, including President Getúlio Vargas, along with other heads of state and notable personalities like General de Gaulle and Queen Elizabeth II. Renowned for its sophisticated design and flawless construction, the Lincoln K became a symbol of prestige and luxury, admired for its rarity and connections to important historical figures. RM Sothebys sold another model in 2015 for $231.000.
Lincoln K, 1938
1959 Convertible Volkswagen Beetle
The 1959 convertible Volkswagen Beetle was used in a ceremonial function when the president visited the newly established Volkswagen factory in São Paulo. Its use by Kubitschek highlighted the symbolic connection between the company and the country’s development under his administration. Let’s note that the CARDE Museum owns one of the largest Beettle collections worldwide.
Juscelino Kubitschek during a visit to the Volkswagen factory
Willys-Overland Dauphine, 1960
The 1960 Willys-Overland Dauphine, one of the first luxury vehicles from the Brazilian automaker Willys-Overland, emerged from Renault’s development efforts in Brazil starting in 1959. With its elegant, aerodynamic design and advanced engineering, it stood out for both performance and comfort. Powered by a 4-cylinder engine, it became a symbol of sophistication and status. One of the museum’s most notable pieces, this car once belonged to Edson Arantes do Nascimento, Pelé, adding a unique historical and cultural value to its impressive legacy.
Willys-Overland Dauphine, 1960
Gurgel Itaipu, 1981
The 1981 Gurgel Itaipu E-400 was a milestone in the Brazilian automotive industry, being one of the first mass-produced electric cars in the world. Developed by Gurgel in partnership with Itaipu Binacional, it aimed to explore electromobility during the early stages of the technology. Powered by an electric motor, the Itaipu E-400 could reach speeds of up to 70 km/h and had a range of about 100 km per charge. Its limited production and focus on sustainability made it a rare and innovative icon in the Brazilian automotive sector, ahead of modern discussions on electric vehicles.
Gurgel Itaipu, 1981
Ferrari F50, 1995
The exclusive Ferrari F50, the only one in Brazil, is a rare and iconic model it’s the most expensive car in the museum. Produced in just 349 units between 1995 and 1997, it became a symbol of Ferrari’s legacy. Equipped with a V12 engine derived from Formula 1, the F50 was designed to deliver a racing experience in a street car.It was the first production car whose chassis was built around the engine, rather than the other way around, as is usually the case. It is currently the museum’s most valuable piece, with one unit having been sold for $5.5M at a Sotheby’s auction in 2023.
Ferrari F50, 1995
Jaguar XJ220, 1991
The Jaguar XJ220 is an iconic car in automotive history. Released in 1991, it became the world’s fastest production car, reaching speeds of 354 km/h. Only 271 units were made, and it featured a mid-mounted V6 engine, showcasing cutting-edge engineering. Its design, inspired by racing, made the XJ220 a symbol of 1990s performance. This masterpiece cost $500.000 when it was launched. Today, it remains highly regarded by collectors and car enthusiasts.
Jaguar XJ220, 1991
McLaren Senna GTR, 2020
The McLaren Senna GTR, created in honor of legendary driver Ayrton Senna, is a milestone of automotive performance. Limited to just 75 units, the model on display stands out as a rare experimental prototype, identified by the acronym XP (“Experimental Prototype”), which makes it unique among the Senna GTRs. Capable of reaching 340 km/h, it is one of the most powerful and fastest vehicles ever developed by McLaren. The car is the third most expensive in the museum’s collection worth $1.7M.
McLaren Senna GTR, 2020
Young Timers
A key feature of the CARDE Museum is its collection of Youngtimer vehicles, produced from the 1980s onward. These cars, from brands like Mercedes-Benz, BMW, and Audi, are known as “pre-classics.” Although they haven’t yet reached the status of full classics, they are gaining increasing attention in the collector’s market. What sets the Youngtimers apart is their remarkably low mileage, with each model having less than 10.000 km, and their outstandingly preserved original condition.
Youngtimers are often also more affordable than older classic cars but still have strong potential for appreciation. Many were produced in limited numbers or have unique features, making them rare and desirable over time.
For collectors, Youngtimers offer an attractive investment opportunity. As these cars gain popularity with a new generation of enthusiasts, some models are already reaching prices comparable to more established classics, indicating their growing value.
Overview of the main pavilion of CARDE
Classic cars are no longer just vehicles; they are valuable assets, with some models appreciating by 10-15% annually. Iconic brands like Ferrari, Porsche, and Aston Martin dominate this thriving market, while auction records continue to be shattered. Legendary models like the Ferrari 250 GTO, produced in the 1960s, have sold for over $40M, highlighting the lucrative investment potential of collectible automobiles.
But the CARDE Museum is more than just a collection of historic vehicles; it is where tradition meets passion, breathing life into the emotional allure of owning a piece of automotive history. Cars, beyond their function, are works of art—luxury sculptures on wheels crafted by visionary designers at the height of their craft. They preserve memories, spark connections, and transcend time, forging a bridge between the past and the present.
Building on this extraordinary experience, a heartfelt thank you to the exceptional team of specialists who made this week unforgettable. The Sophie Su Art Advisory team is deeply grateful for their invaluable insights and collaboration, which brought this article to life.Special thanks to Matthieu Lamoure, Director of Artcurial Motors; Simon Duchassin, Founder of Cobalt Automobiles and their wonderful spouses, Maïa Lamoure and Emilie Duchassin; Nicolas Schumacher, Producer/Director at Ligne Blanche Productions; François Darmigny, Photographer/Director; Rudson Vigueiro & Marcos Cardoso Luiz Goshima’s France-Brazil’s finest team !
Your expertise and warmth left a lasting impression—thank you for making this journey extraordinary !
