Joe Macari’s London showroom is nothing short of a paradise for car lovers. Here, quality always trumps quantity: modern supercars, classic icons, and rare collectibles are displayed with care, from Ferrari, Maserati, to McLaren, Porsche. Each car is presented in immaculate condition, whether it’s a decades-old classic lovingly restored or a cutting-edge hypercar brimming with technology. The space itself encourages exploration — prospective buyers can walk around, inspect the details, and imagine themselves behind the wheel.
But Joe Macari is more than a dealership. It is a highly regarded specialist service centre, with state-of-the-art workshops and technicians steeped in Italian and high-performance marques. Routine servicing, restorations, and race preparation are all executed with the precision that Macari himself demands. This is a place where passion meets expertise, and where the cars are treated as the works of art they truly are.
Racing Roots
Macari’s journey began on the track. In 1998, he tested his racing mettle in a Mitsubishi Lancer turbo, competing in the British Saloon Cup. At the time, his dealership existed merely to fund his racing ambitions. Life, however, had other plans: a serious accident threatened his driving career. “I had to work hard as my plans had changed,” Macari recalls. That perseverance laid the foundation for Joe Macari Performance Cars as it stands today — a premier destination for Ferrari, Maserati, and modern supercars.
A mix of skill, luck, and timing propelled the business forward. One Ferrari deal “by mistake” turned profitable thanks to a friend’s financial support. “I sold the two cars, made a handsome profit, and did it all again,” he laughs. “It was never the plan to sell Ferraris, but it just happened.”
What Makes a Masterpiece
For Macari, a true automotive masterpiece is defined by three elements: beauty, performance, and sound. “The car has to look absolutely beautiful, be a joy to drive, and sound fantastic.
Take one away, and it’s hard for it to be an all-time great,” he explains. The visual appeal is paramount, as collectors often fall in love at first sight — sometimes without ever starting the engine. That’s why delivery-mileage cars, untouched and pristine, are sometimes considered museum pieces rather than all-time classics.
Securing the Right Car
In a market as competitive as classic and modern cars, finding the right vehicle can be harder than affording it. Macari emphasizes the value of relationships: “People should find a dealer
they trust, who has skin in the game, and let that dealer work for them. Understanding what you don’t like is just as important as what you do like. The right dealer helps you find what you truly want.”
He also stresses that emotional connection comes first, followed by provenance and condition. “Mileage is almost irrelevant — when a car is restored, it’s effectively zero. Originality depends on the buyer; some want untouched cars, others want to drive them properly.”
Choosing the Right Custodian
Not every collector deserves every car. “The right person buys with their heart,” Macari says. “You see it in their smile — that uncontrollable grin. When that happens, you know they’re the right custodian.” While some significant cars are acquired purely as investments, Macari encourages owners to drive and enjoy their vehicles. “I’m an owner-driver, and 95% of my clients are too. Protecting heritage has its place, but cars should be shared, not hidden in a bunker.”
Lessons from the Market
First-time collectors often make the mistake of chasing cars at auction without guidance. Macari advises cultivating a trusted relationship with a knowledgeable dealer. He also observes that market tastes are cyclical: “Millennials today may obsess over the latest Ferraris, but as they mature and gain exposure, they’ll discover the depth of classic cars, and the 60s will come back with a thump.”
Narrative and story remain key to a car’s value. Racing history, notable ownership, and factory involvement increasingly drive prices alongside rarity and condition. On the modern side, Macari points to cars like the Ferrari F8 Tributo and Gordon Murray hypercars as future classics — vehicles that combine performance, beauty, and emotional engagement.
The Role of Restoration
Restoration is essential in the classic car world but controversial for modern collectibles. Poorly executed restorations of 50s and 60s cars have discouraged younger collectors. “A beautifully restored E-type can be driven thousands of kilometers without issue, but a badly restored 275 GTS will fail repeatedly. Restorers and auctioneers must maintain standards, or the market suffers.” For Macari, proper restoration bridges the gap between heritage and enjoyment.
Leading by Example
Macari’s maverick reputation is well-earned. “People see me with greasy fingers and imagine the business is run by someone in a suit. I like to lead from the front. I gain more pleasure putting a car back together than anything else.” Relationships, trust, and passion define his approach. “The friendships I’ve forged in this industry are far more important than any deal.
People trust me enough to return, and that pushes me to maintain the highest standards.”
In Joe Macari’s world, cars are more than machines; they are living, breathing pieces of history, art, and engineering. Whether restoring a 1960s Ferrari, sourcing a modern hypercar, or mentoring a new collector, Macari embodies a singular philosophy: in the rarefied world of high-end automobiles, passion, integrity, and emotion matter more than profit.
