A while back, Pininfarina, the famous Italian design firm, was bought by Mahindra, the Indian car/truck/tractor manufacturer. And yes, honestly, that was kind of troubling on the face of it. But now, the “new” Pininfarina is getting into the luxury car business is a very odd way:
They’re going to take on Tesla.
Waxing Poetics
Pininfarina really needs no introduction. They were, for all intents and purposes, Ferrari’s non-in-house-in-house designers for decades. They have a history of designing some of the most beautiful cars the world has ever seen. They also, for a brief period of time, “manufactured” their own cars. Okay, what they really did was re-badge Fiats with Pininfarina badges and sell them under their name when Fiat was tanking for the final time in North America in the late 70s and early 80s. But now, carrying on in that vein under their new corporate owners, Pininfarina looks to be “the world?s newest car brand, with a plan to sustainably develop and produce fully-electric, ultra-luxury cars at the pinnacle of design and desirability in their respective segments.”
What"
Cutting Through The Clutter
This simultaneously makes lots of sense and is utterly confusing. A new ultra-luxury car brand" Sustainably develop and produce cars" Cars at the pinnacle of design and desirability" Sure, makes complete sense. Develop and produce fully-electric cars" Again: What" Sure, that makes a certain ...