Designer Pininfarina seeks future in China
The Pininfarina design house made its name in the past by sculpting Ferraris, shaping Alfa Romeos. It is securing its future by designing and engineering Chinese-made cars for the country’s rapidly growing market.
By some estimates, Pininfarina has captured 30 percent of the Chinese design market, working with automakers such as Chery and Brilliance. CEO Silvio Pietro Angori says that revenues for design and engineering in emerging countries, topped by China, outstrip those from its traditional European market.
It’s an historic shift for the company that has been a standard-bearer Italian design in the world as the company marks its 80th anniversary this year.