MILITEM | Italian Muscles: Interview
Edited by Tommaso Mogge / Photos MILITEM
We recently met Hermes Cavarzan, CEO of Cavauto, the absolute reference point for American brands imported in Italy and above all the visionary founder behind the birth of the MILITEM brand. Currently attacking the list with 3 models, we are dealing with reinterpretations of hard and pure off-road vehicles in perfect Yankee style, now enhanced and embellished with looks that leave no room for doubts about their off-road skills, but above all made still more special thanks to the unmistakable tailoring touch that makes Made in Italy great in the world. In a perfect and unusual mix of leather, carbon fiber and extra-large suspension, we spent a couple of words with Hermes, just before jumping on board (literally) at the wheel of the Hero, for the first test drive you’re about to read on our pages starting from the end of this month.
Hi Hermes, let’s start by telling us how your passion for cars was born. And in particular, what lies behind your love for American ones?
The passion for American cars was born as a child and passed it on to me by my father, who had a transport company in Switzerland. There it was easy to see American cars on the road, way easier than in Italy.
MILITEM combines Italian tailoring with the practicality and robustness of the American models on which you have put your hands, all with a pinch of madness. What is the brand’s goal?
When I was a teenager, during the summer school holidays my father sent me to work with a friend who owned a car dealership. From these premises my passion for USA cars was born, a passion that has more than 40 years and is the specialization of the CAVAUTO Group, official distributor in Italy of the GM brands and the Shelby brand, but also official Dodge and RAM dealer and importer of other US brands.
Among the imported brands Hummer was part of our proposal as well. We were the first to import it in Italy in 2003. Now Hummer will return, albeit with hybrid and electric vehicles, but in the meantime, I thought of filling this void wanted by GM with a new brand that would position itself in this luxury premium market niche. So at the end of 2017 MILITEM was born (the name derives from the Latin, knight) which combines the technology of USA models with Italian elegance, taste and style. Starting from the mechanical base of American vehicles (at this moment Jeep and RAM but there is no constraint in this sense) MILITEM re-engineers the vehicles by intervening deeply on the set-up, working on suspensions, shock absorbers, springs, ground clearance, rim size and tires, track widening, engine performance. We act on the exterior design, especially on the front that defines the family feeling of the range, on the grille, bumpers and widened fenders, also using carbon fiber, and of course in the interior. Everything by using refined materials, with the attention to detail typical of master craftsmen, according to typically Italian elegance, style and exclusivity.
MILITEM vehicles have an off-road appearance with supercar interiors, but are used as normal city SUVs, by entrepreneurs, managers, professionals, over 40s, including women as well.
Yep, describe your “typical customer” then.
Our customers want a vehicle that is different from all the others and that allows them to stand out. MILITEM completely transforms the starting models, positioning them in a different market segment, the luxury premium one.
How many of the respective models in the range do you produce on a yearly basis?
MILITEM, as for example German brands Alpina and Ruf, homologates its vehicles to the TÜV. We offer a real limited series range and a complete price list, with pre-established specs and equipment. The customer can then add some options. MILITEM does not make units on commissions or by modifying customers’ vehicles. It produces cars from scratch, like a normal manufacturer, in small series.
The models in the range are the following: MILITEM HERO, based on the Renegade, MILITEM FERŌX based on the Wrangler and MILITEM MAGNUM on RAM pick-up base. MILITEM does not produce on order, it has its own range like the other brands, distributed by an Italian network which currently includes three dealers and in expansion as we speak. Ditto beyond our borders, already with a store in Monaco and several contacts in other countries.
In the future, the network will present MILITEM models in dedicated corners, created in the style of New York lofts. The volumes are small series, but will expand when the foreign network is operational and the Covid19 emergency will allow for a return to normal.
What can you tell us about the interior processing? Why, even on an intrinsic level, does craftsmanship play such an important role in a world that is now overly devoted to digitalization?
The interior processing, which can combine three types of leathers and textile materials such as Alcantara and Dinamica, offers the same sensations that one feels when sitting in a living room. Attention to detail and craftsmanship give added value to a product that is truly unique due to its characteristics.
Precisely because we are now in a digital world, those who want to distinguish themselves and know how to recognize the value of quality and beautiful things, choose MILITEM.
Where do most of the inquiries come from?
The requests come from all over Italy, especially from the north area, but also from the south, for example from Puglia. Abroad we are seeing great interest in Germany and some Eastern countries.
Where do you see MILITEM 10 years from now? What are the next steps for your brand?
In ten years from now, I see MILITEM as an established brand in its market niche, with additional models on the list and a consolidated presence in various foreign markets. Obviously, MILITEM will also introduce hybrid vehicles in the range.
Hermes, we would like to thank you for your precious time and for giving us and our readers an appointment with the incoming test drives, starting with the Hero that will be published in the magazine in a few days and then enjoying Ferox and Magnum later in the year. It is a great honor having met a person like you, someone able to carry Made in Italy around the world with such consistent ideas and visions. See you soon.
Thanks to you, cheers!