The Schlumpf National Automobile Museum took on a prestigious and perilous challenge on June 27-28: hosting its very own Concours d’Elegance. Despite challenging weather, this inaugural event brought together rare automobiles, prominent collectors, an international jury, and distinguished partners.
“They didn’t know it was impossible, so they did it.”
The quote, often attributed to Mark Twain and since adopted by countless figures, could have perfectly graced the entrance of the Schlumpf Museum this past June weekend.
Launching a new concours d’elegance today is an act bordering on the audacious. The international calendar is already crowded, perhaps overly so. These events are costly, demand considerable energy, and generally carry more financial risk than guaranteed success.
So, when three newcomers decide to launch a concours d’elegance from scratch, right in the heart of the Schlumpf Museum, two reactions immediately come to mind: applaud them… and then perhaps worry slightly for them and their bank accounts.
Excellence is Non-Negotiable at Schlumpf
Organizing an automotive event in such a venue demands a certain level of quality. You can’t simply stage a “nice” gathering amidst one of the world’s most esteemed automotive collections.
Schlumpf implies exceptional cars, prestigious partners, an unimpeachable jury, and, ideally, a healthy dose of boldness.
The challenge was immense, made even greater by weather conditions that had much of France under a cloud. Several major events were canceled that weekend.
Yet, the Schlumpf Museum’s Concours d’Elegance persevered.
Special credit must go to Bruno Fuchs, the local representative, Christophe Gutknecht, the event’s principal organizer, and Emmanuel Aubry, who opted for dialogue and adaptation over the easier route: cancellation. Perhaps his sensibility for automobiles was honed during his time in the Sarthe region.
Three Bugatti Royales on the Move: Can Anyone Top That?
Did the promised excellence materialize?
The answer is simple: three Bugatti Royales.
Seeing a single Royale in motion is already an event. Spotting two is a privilege. But witnessing three Bugatti Royales navigate the museum’s autodrome is almost surreal.
How many concours d’elegance events worldwide can offer such a spectacle today?
And that was just the beginning.
Bugatti SAS brought six of its contemporary models.
Mercedes-AMG displayed its extraordinary One hypercar.
Ferrari Grand Est curated a collection of about ten exceptional models.
The public also admired several Porsches, including the famous Jägermeister-liveried 935, a Facel Vega HK 500, modern and pre-war Bentleys, a Jaguar SS100, a Morgan three-wheeler, Sébastien Loeb’s spectacular Peugeot 208 T16 Pikes Peak, an Alpine prototype developed with Facom, and several Lamborghinis, notably a sublime Miura.
In short, it was hard to know where to look.
DENZA Z9 GT: The Surprise from China
Special recognition goes to BYD and DENZA.
In just two decades, the Chinese automotive industry has caught up to the world’s leading manufacturers, even surpassing them in certain areas.
The presence of the DENZA Z9 GT was one of the pleasant surprises of this first edition. The model wasn’t confined to international events like Le Mans Classic or Goodwood; the Alsatian public also got a close look.
The reaction was a mix of surprise, curiosity, and admiration.
This direct engagement with the public is a smart strategy. It fosters connection and goodwill, especially at a time when the absence of certain manufacturers from major automotive events tends to make them nearly invisible.
Partners Who Believed in a First Edition
Aligning with an established event is relatively comfortable. Supporting a brand-new edition requires more courage.
The concours partners deserve commendation.
Among the non-automotive participants were French caviar producer Sturia (from Gironde, a Bocuse d’Or participant), Champagne Aline Juvenelle, Roche Bobois, and Vol Libre, specializing in equestrian shows and falconry.
Special mention goes to Barnstormer, which crafted the elegant outfits worn by the jury members and the volunteer staff. Jackets, trousers, shirts – even the organization adopted a concours-ready look.
A Truly International Jury
A concours d’elegance is judged not only by the cars presented but also by the credibility of those evaluating them.
Thierry Boutsen, Hubert Haberbusch, Pascal Jankowski, Massimo Delbo, Mohammed Luqman Ali Khan, Christophe Feugère, Mathieu Lamoure, and James Elliott were among the jury members.
This was a panel of recognized experts, crucially, they were independent. A detail that shouldn’t be overlooked, especially in the often diplomatic world of concours d’elegance.
Yohan Poonawalla, a World-Class Collector
The presence of Yohan Poonawalla was another significant indicator of the event’s caliber.
Considered one of the world’s most important car collectors and likely India’s foremost collector, he traveled with his family specifically for this inaugural edition.
He didn’t come alone: his magnificent 1937 Cord accompanied him.
It proved to be a wise decision, as the car unanimously won the Museum’s Special Prize.
A regular at major international concours, Yohan Poonawalla expressed his admiration for the Schlumpf collection and satisfaction with the event. He has already indicated his intention to return for future editions.
For a concours that has just launched, it’s hard to imagine a better ambassador.
Aramco: More Than Just a Sponsor
The relationship between the Schlumpf Museum and Aramco also warrants attention.
On June 6, 2025, a Bugatti Royale Coupé Napoléon ran on sustainable fuel provided by the company. According to project information, this fuel significantly reduces emissions and climate impact.
Since then, the collaboration has expanded considerably.
The eagle and falconry show during the concours was sponsored by Aramco. The company also supplies sustainable fuel for the museum’s needs and facilitated the museum’s invitation to the Octane Awards in London last November.
Other projects, described as particularly ambitious, are reportedly in the works.
In a context where Saudi Arabia is heavily investing in tourism, culture, and museums, Aramco is clearly aiming to be more than just an energy provider. The company is positioning itself as an influential player and an ambassador for the Kingdom.
This goes far beyond a simple logo on a poster.
A Successful First Edition, Now to Build On It
The Schlumpf Museum is built for the long term. Its Concours d’Elegance must follow suit.
The economic reality of such events is stark: competitor entries and ticket sales cover only a fraction of the expenses. To grow, a concours needs solid, loyal, and ambitious partners.
However, this first edition demonstrated the existing potential.
Successfully holding the event under such difficult weather conditions was already a minor feat. Doing so with such a caliber of automobiles, an international jury, and credible organization is another.
The concours also wisely avoided becoming a static exhibition solely focused on pre-war vehicles.
These cars certainly have their place. But to attract a new generation of enthusiasts and collectors who aren’t yet retired, it’s essential to showcase race cars, supercars, prototypes, and contemporary creations.
On this front, the Schlumpf Concours showed boldness, reminiscent at times of Salon Privé.
Target: 30,000 to 40,000 Spectators
The initial attempt has succeeded. Now, the challenge is to sustain it.
Alsace is a region of industry, innovation, and automotive passion. The concours could naturally attract tire manufacturers, lubricant specialists, or major equipment suppliers in the future.
For these companies, such a partnership represents a fraction of the budget spent on motorsport, offering more predictable visibility without the risk of sporting outcomes.
The main challenge now will be to attract a larger audience.
An event of this quality could legitimately aim for 30,000 to 40,000 spectators. It also possesses all the ingredients to become a major showcase for luxury brands: watchmaking, gastronomy, fashion, furniture, publishing, and lifestyle.
It will require work, time, perseverance, and the ability to handle some discouraging rejections.
But the foundation is in place.
And if this first edition proved anything, it’s that the Schlumpf Museum’s Concours d’Elegance now has all the makings of a major European automotive event.
Acknowledgments to Bruno Fuchs, Guillaume Gasser, Christophe Gutknecht, and all the museum teams, without whom, as the saying goes, none of this would have been possible.
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