INNOVATION

Paolo Pininfarina in the Pininfarina Museum near Turin, and (opposite) his company’s all-electric Battista Hyper GT, one of 150 to be made, launched in March at the Back to the Future Geneva Motor Show Paolo Pininfarina is Chairman of the legendary design and engineering company Pininfarina. Following the recent launch of the Battista electric hypercar, he reveals what it takes for a heritage brand to keep ahead

By Jason Barlow Portrait by Luca Rotondo

Paolo Pininfarina is a scion of the greatest Here, Pininfarina Chairman Paolo we want it to be Pininfarina 110 percent. dynasty in automotive design. His Pininfarina offers his insights on keeping It is not a negotiation or a compromise – this grandfather, Battista ‘Pinin’ Farina, was the a legendary brand relevant for today. is us. So we really explored all the values tenth of 11 children and proved precociously of the brand, and I think we succeeded. talented in the pioneering days of the 1 HONOR HERITAGE automobile. Battista began working in his My grandfather would be delighted about 3 EMBRACE NEW TECHNOLOGY brother Giovanni’s body shop aged 12 and this new car, the Battista; it deserves to The Battista’s outstanding technical aspect met and impressed both Fiat founder bear his name. He was dreaming his whole is that it is fully electric. This represents Giovanni Agnelli and Henry Ford, when life: he had a vision of speed, velocity and the future: a benchmark for electric in his teens and twenties respectively. performance. In the 1930s, he developed hypercars. It makes it special and new. Carrozzeria Pinin Farina was founded in high-speed streamlined cars, and he Let me tell you a story about electrification, 1928 and designed and made bodies for Alfa masterminded record-breaking cars in the a story not many people know. In 1959, my Romeo, Fiat, Lancia and many more. Postwar, 1960s. Battista was an outlier, one in a million. grandfather went to the White House and Battista’s work on the 1946 Cisitalia 202 set a To succeed as an outlier, you need several he met the President, Dwight Eisenhower. revolutionary new template by fully enclosing things: talent, commitment and to be born They discussed Italian styling and American the chassis and mechanics in styling, and President Eisenhower a timelessly elegant body. But it was asked what the future of the car his work and long relationship with was. Electrification was the answer Ferrari that secured the legend. my grandfather gave, before Cars such as the 250 GT SWB (1959), adding that it would be down to Dino (1967) and Daytona (1968), up his children to bring it to the to 2009’s 458 Italia, have crystallized market. I was born in 1958! many people’s idea of what a sports car should look like. When Ferrari 4 DIVERSIFY DESIGN set up its own Centro Stile (design We started to work outside center) in 2011, Pininfarina’s role automobiles more than 30 years was transformed to designing and ago, and since then we have manufacturing one-off and small developed 700 projects – in areas series cars, and the company such as industrial design, furniture, increased its diversification further. boats and aerospace. This Pininfarina has broadened its diversification has added a lot remit into industrial design, but of value to our company and our following its acquisition by Indian brand. It also demonstrates the sort conglomerate Mahindra in 2015, it is also at the right moment and raised in the right of communication you can make worldwide doing something its founder never managed: place. He was born in 1893 in Turin, born with good design. manufacturing its own car. Automobili with the automobile and surrounded by Pininfarina is using the asset-light business other talented people who were exploring 5 BUILD ON YOUR EXPERIENCE model, applying existing technology and the future of the car. With all this, success I was seven [when my grandfather died]. partnerships, to build the Battista, a 1,900 came. Almost 90 years later, I am proud to He was kind to us children, a special horsepower, pure-electric hypercar, limited say I am the only Chairman of a design house man. We understood the importance of to 150 units and costing around $2.3 million belonging to the third generation. That Pininfarina, of being Pininfarina, and often (€2 million) each. The most powerful Italian is very special. listened to stories about him. There were road car ever made, it can accelerate to 5,000 people at his funeral, and only then did 62mph (100kph) in less than two seconds, 2 AMPLIFY BRAND VALUES we fully understand how important he was to 186mph (299kph) in 12, and has a top speed Elegance and beauty are fundamental. to the community. My father Sergio did not of 250mph (402kph). Pininfarina promises Pininfarina’s mission is to design cars that force my brother and I into the family business. a range of about 250 miles (402km) and are innovative, pure, simple and elegant. It was a gradual learning experience, until it batteries that can be 80 percent replenished The Battista project was a great challenge was a natural thing for us to enter the

in 40 minutes on a rapid charging system. because we are designing for ourselves: company. And I have been here 36 years. AUTOMOBILI PININFARINA

8-9 • WERTE INTERNATIONAL International • No. 8 • 1H19

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