Austria’s most impossible project

Austria has its share of legendary race car drivers. Jochen Rindt, Niki Lauda and Gerhard Berger, just to name a few. Austria's automotive parts suppliers also enjoy a worldwide reputation for excellence. But producing an original car in Austria, this has proven to be impossible.

Until now.

Markus Fux, CEO of Milan Automotive, is taking on the impossible. And, it‘s no ordinary car that he is producing in Austria. Markus and his team are building a worldclass hypercar, and, starting in 2020, it will be competing in the top league against the likes of Bugatti, Aston Martin and Koenigsegg.

It’s called the Milan Red.

This project is certainly one of the most exciting and at the same time most impossible projects in Austria. From both a technological and financial stand point, it is an incredible challenge.

As Milan’s Agency, we‘re also facing this challenge. One of our key tasks is the development of an international brand in the hypercar segment. The strategy we are deploying is based on strong video storytelling that will document the Milan Red’s journey from concept to the road. Capturing exciting insights into the cars’s technology, celebrity supporters of the project, as well as interviews with people who have pre-ordered one of the 99 Milans.

In November 2018, our page 84 video team accompanied the Milan Red to Dubai and then on to the Formula One finale in Abu Dhabi, where the Milan Red was on display at the YAS Hotel for the elite fans of Formula One to see.