RIO Models

RIO Models are intricately detailed diecast and plastic 1:43 scale models made in Cernobbio, Italy on Lake Como, by a tool and die company of the same name.

History

According to Edward Force, the first four RIO Models were made in 1961 - they were two 1906 Italas and two 1919 FIATs (Force 1992,263-264). A few new models a year were sporadically produced until the company had a line of about over 30 models by 1972 and over 60 by 1978 (Sinclair's 1978). At the time, it seemed model production was more a side interest to the tool and die business, as only relatively few models were introduced across the whole decade. Traditionally models were supplied in 'top-up' and 'top-down' versions each being painted in just one color.

RIO models were always 1:43 scale and models were ultra detailed with between 45 and 75 individual parts (Sinclair's 1974, 2-3). Models seem chosen for a combination of popularity, rarity, and unique design, traits that have always made Rio selections appealing. At first, most models were vehicles chosen from the European Brass era and from the 1920s. This favoritism toward earlier cars is seen in the standard RIO logo of two different automobile horns from the brass era; a fancy snake and more mundane trumpet.

Later, models of vehicles all the way up to the 1960s and 1970s were produced, such as the Citroen DS 19 and even a 1970s FIAT 124 Sedan. Still there is a 'classic' sense to the RIO line - the unique cars of an earlier era. One also gets a sense that RIO was ahead of its time in offering models to collectors, and not children, long before such a practice became more common in the 1980s. In the mid-1970s, RIOs would cost between $15.00 and $20.00 dollars when most other diecast 1:43 scale cars hovered in the $5.00 to $7.00 range.

RIO models from the 1970s, however, could also be very brittle and seemed made from a zamac alloy that perhaps was heavier on the lead than the zinc - drop a RIO and it will smash into pieces - they were definitely not made for children (drop a diecast Corgi Toys car and it will just bounce off of the floor). The seventies also saw unstable supplies and many retailers stopped carrying RIOs when models were only delivered a few pieces at a time (Sinclair's 1978).

Focus on classic vehicles

A perusal of the online store 'Carmodel' shows that RIO makes at least 25 different models today. They seem more solid and the company more aligned to the mainstream model car business. Packaging is more in line with other collector / toy car manufacturers. Perhaps this is now RIO's main business - its other tool and die pursuits perhaps pushed aside. One reason RIO modernized was due to competition with newer companies producing similar products. In the 1970s, German Cursor Models and French Minialuxe, though often plastic, were similar to RIO in style and classic models selected. The kicker, though, was Brumm Models, which started in 1972. Brumm was another Italian firm reportedly started by a brother-in-law of one of the owners of RIO along with a couple of business partners in a nearby town (Force 1992, 106-107; Sinclair's 1978). Eligor Models was another popular company, started about 1980 which focused on cars from the 1930s to the 1960s.

RIO today

Though RIO models had more parts and more detail, Brumm seems to have outdone RIO in many ways, producing more models that are sturdier and better marketed (Sinclair's 1980). Quality of Brumm Models was excellent, packaging well-executed even in the 1970s, and models were cheaper, which ostensibly pushed RIO to up standards and promotional know-how.

Since this time, RIO has greatly improved presentation, often producing cars in unique dioramas and in unique historical situations. Commonly, RIO will insert into the box a small brochure giving specifications and historical information about the car (Vitesse Models of Portugal has a similar practice). Even today, there is a feeling of uniqueness and irresistibility to RIO's models that other classic car model producers have difficulty emulating. Models today usually cost $50.00 to $60.00.

References

Edward Force. 1992. Classic Miniature Vehicles Made in Italy. Schiffer Publications.

R. F. Levine. 2009. David Sinclair in the Driver's Seat. Lake Erie LifeStyle, web published December 1.

Sinclair's Auto Miniatures. 1974. Exact Scale, magazine of information and sales from Sinclair's.

Sinclair's Auto Miniatures. 1978. Typewritten sales newsletter, June 1.

Sinclair's Auto Miniatures. 1980. Typewritten sales newsletter, December.

(Note: Dave Sinclair is a well-known collector and vendor of diecast and other automobilia. He started selling diecast vehicles in 1964. Sinclair nearly single-handedly brought specialty European diecast to the U.S. during the 1970s. Information from his newsletters and catalogs is respected period information on the subject (see Levine 2009.)

External links

RIO doesn't seem to have a website, but Carmodel.net, displays a broad range of examples of contemporary RIO Models.

Category:Die-cast toys Category:1:43 scale models Category:Companies of Italy