In December 2025, Automobili Amos will set its sights on one of motorsport’s most legendary and demanding arenas: the East African Safari Rally. From December 5th to 13th, the Italian marque will face over 3,000 kilometers of red dust, river crossings, and punishing terrain in Kenya, where the rally is known to test not just machines but the very limits of human endurance. Joining them as main sponsor is SEASE, the lifestyle brand founded by Franco and Giacomo Loro Piana, uniting two worlds driven by passion, authenticity, and adventure under the bold mantra: Heat, Dust, Glory.
This is not a rally for the faint-hearted. Only two-wheel drive cars built before 1985 are eligible, ensuring that raw mechanics, skill, and resilience take precedence over modern technology. For Eugenio Amos, co-founder of Automobili Amos and driver, the challenge is as much emotional as mechanical. Having won in 2023 behind the wheel of a Porsche, he returns to the competition with a Ferrari 308 reimagined and engineered by Automobili Amos—a daring move in a field long dominated by Porsche’s supremacy. The entry embodies both risk and rebellion, the hallmarks of Amos’ approach to motorsport.
For SEASE, the partnership reflects its philosophy of blending refined craftsmanship with active, outdoor spirit. “The spirit of this competition – a mix of passion, adventure, and exploration – is precisely what resonates with SEASE,” explains Franco Loro Piana. Just as Automobili Amos reinterprets icons of Italian motorsport through restomod projects like the Delta Futurista and Safarista, SEASE reinvents sartorial tradition through modern performance-driven design. Both brands are aligned by a shared pursuit of excellence and a refusal to compromise on authenticity.
The collaboration materialises most visibly in the rally livery: a striking fusion of heritage and innovation. On Automobili Amos’ signature dark green base, vivid orange accents energise the Ferrari’s form, while desert-toned panels nod to Solaro fabric—an iconic textile known for reflecting sunlight, historically tied to British military tailoring and reimagined by SEASE in its collections. Completing the design is the hybrid logo SEAASE, symbolising the union of carmaker and clothier in this pursuit of endurance and style.
Beyond design, SEASE brings its lifestyle essence into the journey with a dedicated team kit tailored for the extreme conditions of the African landscape. Technical fabrics, sharp silhouettes, and functional detailing echo the rally’s blend of grit and elegance, where performance and aesthetic coexist in harmony.
The public will catch a first and only glimpse of the car at the Tutto Bene event on Mount Mottarone, September 10th, before it departs for Africa. Once the rally begins, the adventure will unfold stage by stage across SEASE and Automobili Amos’ digital channels, allowing enthusiasts worldwide to follow each twist, challenge, and triumph.
For Automobili Amos, this entry marks not just a return to competition but a reaffirmation of its core ethos: creating rare, handcrafted projects that reimagine Italian motorsport’s icons for a contemporary audience. For SEASE, it reinforces its position as a brand where culture, craftsmanship, and performance meet. Together, they take to the African dust with a single pursuit—glory born of passion, imperfection, and courage.
