HEAT, DUST, GLORY: THE SAFARI RALLY IN THE HEART OF KENYA IS THE NEW CHALLENGE FOR AUTOMOBILI AMOS IN PARTNERSHIP WITH SEASE

AUTOMOBILI AMOS WILL COMPETE IN THE EAST AFRICAN SAFARI RALLY, A LEGENDARY COMPETITION IN THE WORLD OF MOTORSPORT AND AMONG TRUE ENTHUSIASTS. SEASE WILL BE THE MAIN SPONSOR OF THE CHALLENGE, WITH A CUSTOM-DESIGNED LIVERY AND A DEDICATED KIT FOR THE TEAM.

Automobili Amos is preparing to face a new challenge: the East African Safari Rally, one of the most legendary and demanding motorsport competitions in the world, scheduled to take place in Kenya from December 5th to 13th, 2025. SEASE, the lifestyle brand founded by brothers Franco and Giacomo Loro Piana, will support the venture as main sponsor. A shared vision takes shape: telling authentic stories of passion, adventure, and adrenaline, embodied in this challenge and in its payoff: “Heat, Dust, Glory.”

THE RALLY

“The Safari Rally has always been an extreme challenge, pushing driver, teams, and cars to their limits. Together with SEASE we have translated this spirit into a project shaped by emotion, authentic imperfections, and great passion – something I am proud to bring with me into the African dust.”
— Eugenio Amos, Co-founder and driver of Automobili Amos

The East African Safari Rally is not just a race: it is a legendary endurance marathon across the wilderness of East Africa. The rules are simple: only two-wheel drive cars built before 1985 are allowed. Over 3,000 kilometers of fine red dust, jumps, river crossings, and unpredictable weather conditions – where only those who can combine speed and adrenaline have a chance to win.

“It is the spirit of this competition – a mix of passion, adventure, and exploration – that makes this rally so fascinating and so aligned with the values and philosophy of SEASE. The drivers are true pioneers, collectors of unique cars driven by the desire to share authentic experiences in the wild.”
— Franco Loro Piana, CEO & Founder of SEASE

THE CHALLENGE

Driver Eugenio Amos, who already claimed victory in 2023 behind the wheel of a Porsche, will this time take on the rally with a Ferrari 308 entirely prepared by Automobili Amos. Italian driver and Italian car entering a field long dominated by Porsches, the undisputed queens of the competition. For over a year, the team’s ambition has been to design and test a competitive, reliable machine for such a daring challenge.

THE COLLABORATION

The journey of SEASE and Automobili Amos comes from a shared vision, where passions shape a lifestyle inspired by authentic experiences.

Automobili Amos’ restomod approach – modernizing the aesthetics and performance of the iconic Lancia Delta with the Futurista and Safarista projects – mirrors SEASE’s contemporary wardrobe, where tradition evolves through design and functionality. Both brands champion the use of innovative, high-performance materials as a cornerstone in crafting products of excellence and quality, Made in Italy.

SEASE brings its lifestyle vision into the challenge through the design of the livery and the development of a dedicated kit for the team competing in the Kenyan landscapes.

THE LIVERY

The livery design pays homage to the historical codes of the Safari legacy. On Automobili Amos’ signature dark green base, sharp orange graphics enhance the Italian car’s sporting character. The livery is completed with desert-toned panels, a tribute to Solaro fabric—an iconic SEASE material rooted in British military tailoring tradition, originally conceived to reflect the sun’s rays. The design is sealed with the fusion of the two brands into SEAASE, alongside the logos of other sponsors.

The car will be unveiled to the public for the first and only time at the Tutto Bene event on Mount Mottarone, on September 10, before its departure for Africa.The challenge can be followed day by day on SEASE’s social channels and Automobili Amos, starting December 5th, with the beginning of the East African Safari Rally: a nine-stage adventure packed with challenges and unprecedented twists.

ABOUT SEASE

FOUNDED IN ITALY IN 2018 BY FRANCO AND GIACOMO LORO PIANA, SEASE IS A LIFESTYLE BRAND THAT BLURS THE LINE BETWEEN TRADITIONAL MENSWEAR AND HIGH-PERFORMANCE ACTIVEWEAR, DELIVERING UNCOMPROMISING QUALITY. A CONTEMPORARY ESSENTIAL FOR THE MODERN MAN, SEASE IS DESIGNED TO EMBRACE PASSIONS AND LIFESTYLES THAT NAVIGATE BETWEEN CITY LIFE AND THE OUTDOORS.

INSPIRED BY ITALIAN SARTORIAL TRADITION, SEASE CREATES CONTEMPORARY, COMFORTABLE, AND INFORMAL GARMENTS – FUSING REFINED CRAFTSMANSHIP WITH TECHNICAL INNOVATION.

SINCE ITS FOUNDATION, SEASE HAS EARNED INTERNATIONAL RECOGNITION, EXPANDING ITS RETAIL PRESENCE WITH STORES IN PARIS (RECENTLY OPENED), MILAN, DUBAI, GENEVA, AND – COMING SUMMER 2025 – MONACO. THE BRAND IS ALSO ESTABLISHED IN WINTER DESTINATIONS SUCH AS ST. MORITZ, COURCHEVEL, GSTAAD, VERBIER, AND KITZBÜHEL, AS WELL AS SUMMER LOCATIONS INCLUDING FORTE DEI MARMI AND SARDINIA.

ABOUT AUTOMOBILI AMOS

AUTOMOBILI AMOS WAS FOUNDED IN 2017 BY EUGENIO AMOS AND CARLO BORROMEO WITH THE AIM OF CREATING UNIQUE PROJECTS IN THE INTERNATIONAL AUTOMOTIVE LANDSCAPE. BASED IN VARESE, THE COMPANY EMBODIES A RARE APPROACH IN THE CAR WORLD: LIMITED PRODUCTION, EXTREME CRAFTSMANSHIP, AND LOYALTY TO AN IDEAL. FROM THE CELEBRATED DELTA FUTURISTA PROJECT TO ITS NEW COMMITMENT IN THE SAFARI RALLY, AUTOMOBILI AMOS COMBINES PASSION, DESIGN, AND ENGINEERING TO REINTERPRET THE ICONS OF ITALIAN MOTORSPORT IN A CONTEMPORARY WAY.