It’s important to note the association with Ferrari immortalized Pininfarina, there’s no question. So that combination of ingredients heritage, design, aesthetics, with performance and connectivity—if you put them together are quite unique. It was his dream to build a car badged with the family name, but it’s only in the last two years that the dream has become real, with the all-electric Battista hypercar. The Olive Leaf Tanned Leather proposed by Seton is produced with a 100% organic tanning agent made of aqueous olive leaf extract. “This is the story of a company, and it is the story of a family,” Paolo Pininfarina, Chairman of Pininfarina S.p.A., beams proudly as he holds court in a sun-drenched gallery of his firm’s museum.
And when it’s time to celebrate 100 years of Pininfarina after 10 years of having our own car brand, I think that will make it extremely striking. A chimera of sorts—half shooting brake, half SUV, all crossover—the S-LUV features a unique silhouette with the high fenders and low hood of the Dino. Pininfarina S.p.A. (short for Carrozzeria Pininfarina) is an Italian car design firm and coachbuilder, with headquarters in Cambiano, Turin, Italy. Automobili Pininfarina As legendary Italian design house Pininfarina S.p.A. enters the third stage of its nearly century-long lifespan, a new brand, Automobili Pininfarina… Tiny in stature, and born the tenth of 11 children, Battista’s nickname “Pinin” (littlest one in the the family) soon became inseparable from his myth. Small numbers but high-quality suppliers, and that’s where I think we also have the strengths at our disposal. I always say it’s like a Michelin star chef: he goes to the same vegetable market as the normal restaurant. The story of Pininfarina is really a trilogy, broken down into three distinct books: Book I, the genesis and foundational era under Battista; Book II, its evolution and more than half-century of collaboration  with Ferrari under the leadership of Battista’s son Sergio; and finally today we gather in Turin to read the first chapters of Book III—probably best titled This third stage really began in 2012, unquestionably a transformational timestamp for Pininfarina. Pininfarina defines the category. Automobili Pininfarina Battista Anniversario Ninety years ago, Battista ‘Pinin’ Farina created the now-legendary coachbuilder and design house.

There’s not much we can divulge about this sneak preview, but we can say that the PURA Vision is a thing of spectacular beauty, pulling elements from some of Pininfarina’s most iconic vehicles. “My grandfather had a vision to continue the company after his life: ‘My life is too short!’ he said, ‘I want the company to survive!’ And so he trained my father Sergio to become the second chairman of Pininfarina. So I think there’re different levels. A half-decade of rising debt also saw 2012 as the year of a painful corporate restructuring.

Now, Pininfarina is not just designing them, but building its own cars. And then lastly we want to also be among the best in the connectivity space. I personally think retrospectively, maybe this is one of the best things which happened to the company, because I would always say that Pininfarina delivered to Ferrari the shovels to allow Ferrari to dig for gold, because it was the design that made the Enzos, the F40s, the F50s really legendary.… But if you look in the history books it’s all about the design, and that was Pininfarina. Combining beautiful Pininfarina design with unprecedented performance from its pure-electric, zero-emissions powertrain, just five cars will be available. Secondly, we have that unique heritage of having designed 64 Ferraris, 700 cars, 120 show cars, and we are very well respected. So Ferrari breaking up that marriage actually gave Pininfarina the opportunity to step out of that shadow and define its own destiny. Now I have to say I’m not part of Pininfarina so I cannot really speak to how it felt for the Pininfarina people. This generates 1,900-hp and 1,696-lb-ft of torque, enough force to timewarp the Battista from 0-62 mph in under two seconds, and from 0-124-mph in under six—acceleration engineers compare to that of a fighter jet. On 14 December 2015, Mahindra Group acquired Pininfarina S.p.A. for … Battista Pinin Farina was the gentleman responsible for the establishment of the Pininfarina design house in Italy back in 1930. “We want to give a kind of sensuality to the car,” explains Borgogno. For luxury this is very important because luxury is also a lot about design. Fair question. Designed to make the Battista “just a little more special,” according to Luca Borgogno, only five of the Anniversario will be made starting at $2.9 million.
The death of Sergio in July of that year ended what many consider the halcyon era for the house. Who knows, it could even spark a second trilogy. I think that’s a very, very unique positioning that we’re very proud of.

And I think the scaling up is something we are just embarking on and you’re going to see more on the scaling up, the factory, the green production technologies, photovoltaic and all that, which we will embed to become a zero impact company by 2025. The F12berlinetta, which debuted in 2012, marked the last production Ferrari to ever use Pininfarina styling, ending a streak started in the ’70s, where nearly every Ferrari production vehicle was designed by Pininfarina (with the lone exception of Bertone’s 308 GT4). Given the PURA Vision’s narrow windows and low height, I ask if the glass roof was designed to mitigate the claustrophobia from such a small greenhouse. You go to The Museum of Modern Art, you go to the Petersen Museum, you go here to the National Automobile Museum and you have so many masterpieces of Pininfarina, and yet Pininfarina has never done that step to develop brand new cars.


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