Founded in 1900, Isotta Fraschini is historically known for creating some of the highest quality luxury cars ever made. In the 1920s, perceptive of the growth of the wealthy middle class in North America, the company began to market its deluxe cars to the new American elite. Film stars of the time, such as Rudolph Valentino drove cars produced by the brand, further increasing their appeal. This advertisement uses the image of an alpine scene to add allure and mystique to its product and entice its audience. Isotta Fraschini ended car production in 1949, but continued to produce trucks until 1955.