{"id":26889,"date":"2026-07-20T19:28:35","date_gmt":"2026-07-20T17:28:35","guid":{"rendered":"https:\/\/www.museofratellicozzi.com\/news\/?p=26889"},"modified":"2026-07-21T15:57:40","modified_gmt":"2026-07-21T13:57:40","slug":"chissa-se-lo-sapevano","status":"publish","type":"post","link":"https:\/\/www.museofratellicozzi.com\/news\/chissa-se-lo-sapevano\/","title":{"rendered":"Chiss\u00e0 se lo sapevano"},"content":{"rendered":"

[et_pb_section fb_built=”1″ admin_label=”Sezione” _builder_version=”3.22″ custom_padding=”0px|||” transparent_background=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” custom_width_px=”1080″ custom_width_percent=”80″][et_pb_row _builder_version=”4.8.2″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_image src=”https:\/\/www.museofratellicozzi.com\/news\/wp-content\/uploads\/2026\/07\/You-Tube-SEMPIONE-2026-07-20T184658.709.jpg” title_text=”Chiss\u00e0 se lo sapevano” _builder_version=”4.8.2″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Riga” _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_padding=”20px||0px|” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” custom_width_px=”1080″ custom_width_percent=”80″][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text admin_label=”Titolo” _builder_version=”4.8.2″ text_font=”PT Sans||||” text_text_color=”#000000″ text_font_size=”60px” text_letter_spacing=”0″ text_line_height=”1.1″ header_font=”PT Sans||||” header_text_color=”#000000″ header_font_size=”48″ header_letter_spacing=”0″ header_line_height=”1.1em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_margin=”0px||0px|” text_font_size_tablet=”60″ text_font_size_phone=”” text_font_size_last_edited=”on|phone” text_letter_spacing_tablet=”” text_letter_spacing_phone=”” text_letter_spacing_last_edited=”on|desktop” text_line_height_tablet=”” text_line_height_phone=”” text_line_height_last_edited=”on|” header_font_size_tablet=”46″ header_font_size_phone=”38px” header_font_size_last_edited=”on|phone” use_border_color=”off” border_color=”#ffffff” border_width=”1″ border_style=”solid”]<\/p>\n

Chiss\u00e0 se lo sapevano…<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Section” _builder_version=”3.22″ background_color=”#f7f7f4″ transparent_background=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” custom_width_px=”1080″ custom_width_percent=”80″][et_pb_row column_structure=”1_3,2_3″ padding_mobile=”on” column_padding_mobile=”on” admin_label=”row” _builder_version=”4.8.2″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_margin=”10px||||false|false” custom_padding=”0px|||” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” custom_width_px=”1080″ custom_width_percent=”80″][et_pb_column type=”1_3″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text admin_label=”Occhiello” _builder_version=”4.8.2″ text_font=”PT Sans|on|||” text_text_color=”#363636″ text_font_size=”24″ text_letter_spacing=”0″ text_line_height=”1.4″ header_font_size=”30″ header_letter_spacing=”0″ header_line_height=”1″ header_3_font_size=”19px” header_3_line_height=”1.2em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_margin=”0px|20px|0px||false|false” custom_padding=”||0px|||” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|desktop” use_border_color=”off” border_color=”#ffffff” border_width=”1″ border_style=”solid”]<\/p>\n

Tra le carte dell\u2019archivio spunta una lettera del 1969 inviata dal Presidente di General Motors a Pietro Cozzi: un raffinato esempio di marketing d’altri tempi che oggi ci fa sorridere<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”2_3″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text admin_label=”Blocco testo 1″ _builder_version=”4.8.2″ text_font=”PT Sans||||” text_text_color=”#363636″ text_font_size=”20″ text_letter_spacing=”0″ text_line_height=”1.2em” header_font_size=”30″ header_letter_spacing=”0″ header_line_height=”1″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_margin=”0px||0px||false|false” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|tablet” use_border_color=”off” border_color=”#ffffff” border_width=”1″ border_style=”solid”]<\/p>\n

Quante storie straordinarie e inaspettate si nascondono tra i faldoni dell\u2019archivio, protette tra ingiallite lettere d\u2019epoca, documenti di lavoro e quei piccoli grandi dettagli che Pietro Cozzi<\/strong> ha con cura custodito nel corso dei decenni.<\/p>\n

A riportarle alla luce per noi \u00e8 Marco Cuppini<\/strong>, che muovendosi tra i tantissimi scatti e le carte del nostro patrimonio documentale sa sempre trovare il giusto dettaglio con cui accendere uno sguardo curioso. Un viaggio continuo che ci permette di rileggere in chiave moderna la storia dell’auto, le prime strategie di marketing e la cultura della comunicazione di un tempo.<\/p>\n

Ecco cosa \u00e8 emerso di recente da una preziosa corrispondenza d\u2019archivio\u2026 e chiss\u00e0 se chi ha firmato quelle righe nel lontano 1969 poteva mai immaginare che un giorno sarebbero finite custodite al Cozzi.Lab<\/strong><\/span>!<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row padding_mobile=”on” column_padding_mobile=”on” admin_label=”row” _builder_version=”4.8.2″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”13px” custom_margin=”10px||||false|false” custom_padding=”0px||7px|||” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” custom_width_px=”1080″ custom_width_percent=”80″][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_divider _builder_version=”4.8.2″ _module_preset=”default”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.8.2″ _module_preset=”default” min_height=”596.4px”][et_pb_column type=”4_4″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_text _builder_version=”4.8.2″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n

La lettera, battuta a macchina e con firma autografa del Presidente di General Motors Italia e alcuni d\u00e9pliant di comunicazione “vintage”<\/p>\n

[\/et_pb_text][et_pb_image src=”https:\/\/www.museofratellicozzi.com\/news\/wp-content\/uploads\/2026\/07\/You-Tube-SEMPIONE-2026-07-20T184125.685.jpg” title_text=”Chiss\u00e0 se lo sapevano” _builder_version=”4.8.2″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_column type=”1_3″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_image src=”https:\/\/www.museofratellicozzi.com\/news\/wp-content\/uploads\/2026\/07\/FOTO-DURALFA-22.jpg” title_text=”Chiss\u00e0 se lo sapevano” _builder_version=”4.8.2″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_image src=”https:\/\/www.museofratellicozzi.com\/news\/wp-content\/uploads\/2026\/07\/FOTO-DURALFA-21.jpg” title_text=”Chiss\u00e0 se lo sapevano” _builder_version=”4.8.2″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_image src=”https:\/\/www.museofratellicozzi.com\/news\/wp-content\/uploads\/2026\/07\/FOTO-DURALFA-23.jpg” title_text=”Chiss\u00e0 se lo sapevano” _builder_version=”4.8.2″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,2_3″ padding_mobile=”on” column_padding_mobile=”on” admin_label=”row” _builder_version=”4.8.2″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_margin=”10px||||false|false” custom_padding=”0px|||” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” custom_width_px=”1080″ custom_width_percent=”80″][et_pb_column type=”1_3″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_testimonial author=”Marco Cuppini ” job_title=”Founder Friends of Museo Fratelli Cozzi” portrait_url=”https:\/\/www.museofratellicozzi.com\/news\/wp-content\/uploads\/2026\/06\/003summer2026-29.jpg” _builder_version=”4.8.2″ _module_preset=”default”]<\/p>\n

<\/em>Ama le auto e scoprire storie nascoste. Per il Museo Fratelli Cozzi cura la rubrica “Marco in archivio”<\/p>\n

 <\/p>\n

[\/et_pb_testimonial][\/et_pb_column][et_pb_column type=”2_3″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text admin_label=”Blocco testo 1″ _builder_version=”4.8.2″ text_font=”PT Sans||||” text_text_color=”#363636″ text_font_size=”20″ text_letter_spacing=”0″ text_line_height=”1.2em” header_font_size=”30″ header_letter_spacing=”0″ header_line_height=”1″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_margin=”0px||0px||false|false” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|tablet” use_border_color=”off” border_color=”#ffffff” border_width=”1″ border_style=”solid”]<\/p>\n

Autunno 1969, Pietro Cozzi<\/strong> riceve una lettera firmata da R. H. Boniface, allora Presidente di General Motors Italia<\/strong>.<\/p>\n

“Egregio Signor Cozzi, l\u2019altro giorno ho prestato la mia Diplomat ad un amico. Ne \u00e8 rimasto entusiasta\u2026 Le dico questo perch\u00e9 la Diplomat \u00e8 una macchina capace di entusiasmare e soddisfare le persone pi\u00f9 competenti. E Lei \u00e8 una tra quelle persone, quelle che conoscono la differenza tra una vettura qualsiasi ed una costruita in piccola serie\u2026 Ho perci\u00f2 invitato il nostro concessionario Saigarage a mettersi a Sua disposizione. Baster\u00e0 una Sua telefonata e una Diplomat con autista sar\u00e0 ad attenderla. Potrei dirLe tante altre cose sulla Diplomat, ma La rimando al d\u00e9pliant accluso\u2026 con i migliori saluti\u201d<\/em>.<\/p>\n

Siamo di fronte a un esempio di \u201cdirect marketing\u201d ante litteram; certo, gli strumenti e soprattutto le informazioni oggi a disposizione di un qualsiasi ufficio marketing allora non c\u2019erano.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”4.8.2″ _module_preset=”default” min_height=”235.4px” custom_margin=”|auto|-43px|auto||” custom_padding=”||0px|||”][et_pb_column type=”1_3″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_image src=”https:\/\/www.museofratellicozzi.com\/news\/wp-content\/uploads\/2026\/07\/You-Tube-SEMPIONE-2026-07-20T182237.045.jpg” title_text=”Chiss\u00e0 se lo sapevano” _builder_version=”4.8.2″ _module_preset=”default”][\/et_pb_image][et_pb_text _builder_version=”4.8.2″ _module_preset=”default”]<\/p>\n

D\u00e9pliant vintage\u00a0Citro\u00ebn DS storica, color giallo narciso con tetto a contrasto<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_image src=”https:\/\/www.museofratellicozzi.com\/news\/wp-content\/uploads\/2026\/07\/You-Tube-SEMPIONE-2026-07-20T182344.671.jpg” title_text=”Chiss\u00e0 se lo sapevano” _builder_version=”4.8.2″ _module_preset=”default”][\/et_pb_image][et_pb_text _builder_version=”4.8.2″ _module_preset=”default”]<\/p>\n

D\u00e9pliant vintage Honda S800<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_image src=”https:\/\/www.museofratellicozzi.com\/news\/wp-content\/uploads\/2026\/07\/You-Tube-SEMPIONE-2026-07-20T182426.517.jpg” title_text=”Chiss\u00e0 se lo sapevano” _builder_version=”4.8.2″ _module_preset=”default”][\/et_pb_image][et_pb_text _builder_version=”4.8.2″ _module_preset=”default”]<\/p>\n

D\u00e9pliant vintage della “Contessa 1300”<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,2_3″ padding_mobile=”on” column_padding_mobile=”on” admin_label=”row” _builder_version=”4.8.2″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”809.2px” custom_margin=”53px|auto|-391px|auto|false|false” custom_padding=”0px||0px|||” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” custom_width_px=”1080″ custom_width_percent=”80″][et_pb_column type=”1_3″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][\/et_pb_column][et_pb_column type=”2_3″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text admin_label=”Blocco testo 1″ _builder_version=”4.8.2″ text_font=”PT Sans||||” text_text_color=”#363636″ text_font_size=”20″ text_letter_spacing=”0″ text_line_height=”1.2em” header_font_size=”30″ header_letter_spacing=”0″ header_line_height=”1″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_margin=”0px||0px||false|false” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|tablet” use_border_color=”off” border_color=”#ffffff” border_width=”1″ border_style=”solid”]<\/p>\n

Un’eleganza d’altri tempi\u00a0<\/span><\/h3>\n

Mi immagino che quella lettera, ideata e inviata dalla sede centrale di Roma, non potesse selezionare in maniera precisa il target di riferimento. Ma tant\u2019\u00e8; aveva comunque una bellezza e un\u2019eleganza<\/strong>, appunto, di altri tempi<\/strong>. <\/span><\/p>\n

Un marketing di un\u2019epoca passata<\/strong> che conserva ancora il fascino riconoscibile nelle pubblicit\u00e0 e nei d\u00e9pliant di allora. Depliant che Pietro conservava perch\u00e9 era attento ai concorrenti, cos\u00ec come Alfa Romeo stessa faceva gi\u00e0 negli anni ’60, inserendo nei manuali destinati alla forza vendita i confronti con la concorrenza.<\/span><\/p>\n

Non sappiamo se Pietro chiam\u00f2 per fare un giro con autista su una macchina della \u201cconcorrenza\u201d. Non so nemmeno se, nel lontano 1969, guidava una Giulia Super 1600 o una 1750 GT Veloce (divertendosi sicuramente di pi\u00f9<\/strong> anche senza autista).<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row padding_mobile=”on” column_padding_mobile=”on” admin_label=”row” _builder_version=”4.8.2″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”28px” custom_margin=”10px||||false|false” custom_padding=”0px|||” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” custom_width_px=”1080″ custom_width_percent=”80″][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_divider _builder_version=”4.8.2″ _module_preset=”default” custom_margin=”||-20px|||”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.8.2″ _module_preset=”default” min_height=”533.4px” custom_margin=”|auto|-43px|auto||”][et_pb_column type=”4_4″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_text _builder_version=”4.8.2″ _module_preset=”default” min_height=”2.8px”]<\/p>\n

Continua la raccolta dei d\u00e9pliant d’epoca, in particolare si parla del comfort della Citro\u00ebn DS<\/p>\n

[\/et_pb_text][et_pb_image src=”https:\/\/www.museofratellicozzi.com\/news\/wp-content\/uploads\/2026\/07\/You-Tube-SEMPIONE-2026-07-20T182049.345.jpg” title_text=”Chiss\u00e0 se lo sapevano” _builder_version=”4.8.2″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.8.2″ _module_preset=”default” min_height=”148.4px” custom_margin=”|auto|-43px|auto||” custom_padding=”||0px|||”][et_pb_column type=”4_4″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_gallery gallery_ids=”26894,26895,26897,26898,26899,26900,26901,26902,26906,26907″ orientation=”portrait” show_title_and_caption=”off” show_pagination=”off” _builder_version=”4.8.2″ _module_preset=”default” custom_margin=”||-38px|||” custom_padding=”||21px|||”][\/et_pb_gallery][\/et_pb_column][\/et_pb_row][et_pb_row padding_mobile=”on” column_padding_mobile=”on” admin_label=”row” _builder_version=”4.8.2″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_margin=”10px||||false|false” custom_padding=”0px||0px|||” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” custom_width_px=”1080″ custom_width_percent=”80″][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_divider _builder_version=”4.8.2″ _module_preset=”default”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,2_3″ padding_mobile=”on” column_padding_mobile=”on” admin_label=”row” _builder_version=”4.8.2″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_margin=”10px||||false|false” custom_padding=”0px|||” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” custom_width_px=”1080″ custom_width_percent=”80″][et_pb_column type=”1_3″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][\/et_pb_column][et_pb_column type=”2_3″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text admin_label=”Blocco testo 1″ _builder_version=”4.8.2″ text_font=”PT Sans||||” text_text_color=”#363636″ text_font_size=”20″ text_letter_spacing=”0″ text_line_height=”1.2em” header_font_size=”30″ header_letter_spacing=”0″ header_line_height=”1″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_margin=”0px||0px||false|false” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|tablet” use_border_color=”off” border_color=”#ffffff” border_width=”1″ border_style=”solid”]<\/p>\n

#Mettilal\u00ec<\/h2>\n

Per certo fu lusingato per la lettera ricevuta e, come per tutto quello che passava per le sue mani, la frase era sempre la stessa: \u201cMettila l\u00ec\u201d<\/em><\/strong><\/span>.<\/p>\n

Questo valeva per una lettera, per un telegramma, per una fotografia o per una delle oltre 60 auto che oggi danno vita al Museo Fratelli Cozzi.<\/p>\n

Immagino che leggendo la lettera abbia sorriso<\/strong> e si sia chiesto: chiss\u00e0 se lo sapevano che la mandavano a Pietro Cozzi che davvero di auto era grande esperto, guidando e vendendo Alfa Romeo dal 1955.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.8.2″ _module_preset=”default” min_height=”219.4px” custom_margin=”-1px|auto|-182px|auto||” custom_padding=”||0px|||”][et_pb_column type=”4_4″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_divider _builder_version=”4.8.2″ _module_preset=”default”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.8.2″ _module_preset=”default” min_height=”219.4px” custom_margin=”|auto|-43px|auto||” custom_padding=”||0px|||”][et_pb_column type=”4_4″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_text _builder_version=”4.8.2″ _module_preset=”default” min_height=”2.8px”]<\/p>\n

Continua la raccolta dei d\u00e9pliant d’epoca, in particolare si parla del comfort della Citro\u00ebn DS<\/p>\n

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