Mahindra & Mahindra today announced the launch of a new sustainable luxury car brand in Rome, Italy today. Automobili Pininfarina, as the new automobile brand is called, was born out of Mahindra’s acquisition of the iconic Italian design house in 2015. Automobile Pininfarina is being projected as the world’s newest sustainable luxury car brand by the company, and will be based in Europe.
The company will design, engineer and manufacture high technology, extreme performance, luxury electric vehicles for the most discerning global customers, said a company release. The first product from the company will be a “Pininfarina” badged electric hypercar to be launched in 2020, offering extreme performance. The new brand will look at combining Pininfarina’ s legendary automotive design expertise with the Indian company’s growing EV expertise gained from its participation in the Formula E electric racing car championship.
Anand Mahindra, Chairman, Mahindra Group said the new brand will draw upon the pedigree and design vocabulary of the Pininfarina aesthetic heritage, and will develop a rare collector’s item that only a handful of connoisseurs will ever own. The new company will be led by Michael Perschke as its Chief Executive Officer. Perschke has first-hand experience of working in the Indian market as the Managing Director of Audi India between 2010 and 2013. He will be joined by Per Svantesson as the Chief Operating Officer.
Paolo Pininfarina, Chairman, Pininfarina SpA said the new company represents an additional client for Pininfarina SpA, joining the list of many prestigious carmakers for which it will be designing cars in the future. “This project helps me and my family to realize my grandfather’s dream of seeing outstanding innovative cars solely branded Pininfarina on the roads,” he said.
This is a perfect time to launch Automobili Pininfarina, said Dr Pawan Goenka, Managing Director, Mahindra & Mahindra and Chairman, Mahindra Racing. “We believe that this is the perfect time to launch Automobili Pininfarina, given Mahindra’s growing EV expertise from our participation in Formula E racing where we are currently second in the constructors’ and drivers’ championships, and Pininfarina’s design expertise that will allow us to develop stylish, extreme-performance, electric vehicles for global markets.”
On his part, Perschke said establishing Automobili Pininfarina as a leading sustainable luxury brand is a strategic vision for the company. The company’s ambition is to make it a respected and desirable brand recognised by connoisseurs who value design heritage, substance and sustainable high performance EV technology.