Idea3, Part 1

Made in Italy, 1973 – 1986

By Fedor Eliseev

Regarding the history of white metal models, you might have noticed that many of the manufacturers were situated in the United Kingdom. Some of them like Brooklin, Western Models and SMTS became iconic among collectors across the world. Some like Crossway, Pathfinder, Kenna and Spa Croft are known by people who are deeply involved into collecting models of Classic British cars, and some like Cheshire Scale Models, Recollections, and SAMS are known only by a select few collectors.

There is only one side of the history of handbuilt white metal models. Another side is that countries like France, Italy, Germany, USA, and Russia had their own white metal brands that re not well documented. This is the reason why I’ve started this series of articles. I hope that readers of this blog have enjoyed these articles starting with Milestone Miniatures from South Africa, BeeJay Models, and True Dimensions.

In this article I’d like to tell you about the Italian brand Idea3 (Idea 3) which was one of the pioneers of the white metal industry.

Born in Torino, Italy, in 1948, Marco Bossi was, and still is, an expert in antique toys. He organized different exhibitions and swapmeets. Also he founded Toys magazine, but only six issues were published. In 1973 he, his wife, and two friends established a small company to produce 1:43 handbuilt models. They gave it the name Idea 3 (or Idea3) to show that 3 friends started this business.

By the end of 1973, Idea 3 introduced its first model: the 1955 Lancia Aurelia  B24 GT2500 America. In the advertisement published in Quattroroutine magazine, it looked attractive but in fact these models were a bit crude, and the shape of the body was not very proportional. Made in resin, it consisted of 20 parts and was sold in built and kit form.

The model had a baseplate with the company’s logo, and a steering wheel on the right side (until the late 1950s, Italian cars could have the steering wheel on either side). The packaging was a solid red cardboard box with Idea 3 logos which became the norm for further models by the company from Torino. Nowadays this Lancia Aurelia is very scarce and collectors really appreciate it despite its rather simple level of detail and body shape.

For their next models, Marco Bossi reorganised production and signed an agreement with Mikansue by Mike and Sue Richardson for producing the bodies, base plates and other details in white metal. The models were completed with white metal wheels and rubber tyres. Some time later, Carlo Brianza offered his magnificent wire wheels as separate parts so collectors could order them instead of standard ones at extra cost. At that time Mikansue collaborated with John Day in casting so we can suspect that both English companies worked with Idea 3. In the early 70s, white metal model producers in England were just taking their first steps o we can also call Marco Bossi a pioneer in the white metal industry.

Cast in England, wheels by ABC Brianza by special order, and Italian assembly became an excellent recipe for producing high quality hand built models. Usually about 150 – 200 units of each model were produced.

All the metal parts from Mikansue were assembled and painted in Torino by a young collector named Marco Batazzi who joined the company in 1974. Batazzi and Bossi published 1000 copies of their Mercury book that year which now is very sought after by collectors. Marco Batazzi supplied photos for Part 1.

The second model introduced in 1974 was the 1952 Fiat 8V. This interesting sports coupe was unusual for Fiat, whose name was mostly connected with inexpensive cars. It was created by Dante Giacosa with design of the body by Luigi Rapi. The car was fitted with a 2 litre, 105 hp, V8 engine which allowed it to reach 190 km/h. Many parts for these sports coupes were made by Siata. From 1952 to 1954, only 114 cars were produced; some of them had special bodies made by Zagato, Ghia or Vignale. These cars successfully took part in GT racing, Mille Miglia and Targa Florio.

Idea 3 modelled their Fiat 8V with a standard factory body. Most of the models were painted red. Magnificent wire wheels by ABC made this miniature very attractive and even today it looks great.

In the end of 1974 , the mold was modified and the company released the Mille Miglia version. Number 450 took part in the 1952 and 1953 Mille Miglia. Idea 3 reproduced the 1952 version which finished in 15th place. The racing version of the Fiat received catalog Nr 2 A.

In 1975 the time for the next release, the 1948 Alfa Romeo 6C 2500 Freccia d’Oro 2 door saloon, came. The actual car was based on the pre- war 6C 2500 but had a new body designed by Carrozzeria Touring. This luxurious 2 door saloon became a symbol of Italian post-war rebirth.

Idea 3 made not only a basic car but also one with an opening roof and got Nr 3 A. Very interesting that at the same time R Modelli also made a 1:43 replica of the “Freccia d’Oro”, but the model by Idea 3 was much more successful. The Fiat and Alfa are shown in an ad in Quattroroutine magazine from the 1970s.

With Nr 4, the 1937 Talbot-Lago 150 C SS was introduced at the end of 1975. Marco Bossi thus started production of foreign cars while most Italian manufacturers focused on domestic brands.

This car is one of the most beautiful and prestigious ever made and many historians compare it with the best models by Bugatti, Delage and Delahaye. Based on the successful T 150C Roadster, this car had an absolutely magnificent and elegant body by Figoni & Falaschi. A 6 cylinder 175 hp engine provided high speed though SS symbols mean Super Sport. It is a very interesting that one of these cars had been bought by Woolf Barnato, one of the “Bentley Boys” form the 1920s.

Most of the models by Idea 3 were painted a silver blue color which makes them very nice. Perhaps this miniature now seems to be very simple, but in the mid 70s it was the best replica of the great French car.

1976 became one of the most productive for Marco Bossi because his company released 3 new models: 1937 Horch 853A Cabriolet, 1938 Alfa Romeo 2900B 8C, and 1934 Mercedes-Benz 500K Special.

The initial Horch 853 was introduced in 1935 with an 8 cylinder 100 hp engine. Unfortunately, this model had some quality problems so Horch had to upgrade it to keep their reputation. In 1936 the company started production of the 853A model equipped with a 120 hp engine, so there are important differences between the 853 and the 853A! The 853A was the most widespread in this range while the 853 was produced in smaller quantities.

Finished in 2 tone black maroon and cream color, Idea 3’s 853A looks very elegant, and the closed top is pretty good. Without any doubt during the 70s and 80s it was the best 1:43 replica of this iconic pre-war German car.

As to the 1938 Alfa Romeo 8C 2900B Speciale Touring Coupe, it was based on the 8C 2900A racing model with the famous 180 hp V8 engine designed by Vittorio Jano. Only 33 cars were built, and most of them successfully took part in different competitions. The replica by Idea 3 reproduces the Le Mans version.

The 1934 Mercedes-Benz 500K Special Streamliner Limousine doesn’t need a introduction. This miniature was the first one that Carlo Brianza created as the pattern maker, but its casting occurred in England. It is equipped with another type of wheel with hubcaps that have an accurate Mercedes logo. This feature was very rare in that time.

All the Idea 3 handbuilts are shown in the table below. We will continue the Idea3 story in Part 2 with Nr 8, the Bentley Embiricos. All acknowledgments will be in the next part.