Martorelli Family

The Martorelli family, an affluent Italian family with a passion for off-road vehicles and motorsports, became interested in Soviet SUVs in the late 1960s. They began their journey by traversing the Sahara in a GAZ-69, eventually recognizing the potential of UAZ vehicles after the introduction of a new model in 1972. They successfully established a market for UAZ vehicles in Southern Europe and collaborated with the Ulyanovsk Automobile Plant for 26 years, selling over 6,600 modified UAZs. Their efforts not only popularized these rugged vehicles but also involved significant modifications to appeal to European consumers, including aesthetic upgrades and improved mechanical features.