Mahindra unveils its new sustainable luxury car brand Automobili Pininfarina
Rome: In its first major announcement after acquiring Pininfarina in 2015, the Mahindra Group has unveiled its plans to launch an electric hypercar by 2020 under the Automobili Pininfarina brand. The new badge will be marketed as a sustainable luxury car brand offering extreme performance, and will continue to be based in Europe.
Automobili Pininfarina will combine Pininfarina’s legendary design prowess with Mahindra’s growing electric vehicle expertise gained from its participation in the Formula E electric racing car championship. The first ‘Pininfarina’ badged electric hypercar will come out in 2020, and the company plans to design, engineer and manufacture high technology, extreme performance, luxury electric vehicles for the most discerning global customers in the future.
Paolo Pininfarina, Chairman, Pininfarina SpA, “We are pleased to welcome the new company, Automobili Pininfarina which represents an additional client for Pininfarina SpA, joining the list of the many prestigious car makers for which we 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.”
According to Anand Mahindra, Chairman, Mahindra Group, “Italy’s renowned design expertise produces objects of true beauty and unique style. Drawing upon the pedigree and design vocabulary of the Pininfarina aesthetic heritage we will develop a rare collector’s item that only a handful of connoisseurs will ever own. It will be an innovative and pioneering product powered by high technology. The Mahindra Group has bet big on electric vehicles. They are the future, and when power, beauty and high-end EV technology come together in one car, that will be the perfect luxury vehicle, that will give car lovers the freedom to roam without impacting the planet adversely.”
Dr. Pawan Goenka, Managing Director, Mahindra & Mahindra Ltd. and Chairman, Mahindra Racing, said, “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.”
Automobili Pininfarina will be led by Michael Perschke, as its Chief Executive Officer. Michael brings with him over 25 years of experience with premium German brands at both headquarter director-level as well as in various market roles. He was the Managing Director of Audi in India and a member of the Management Board of Volkswagen Group Sales India, from 2010 to 2013. Michael will play an instrumental role in developing the strategy for Automobili Pininfarina. He will be joined by Per Svantesson as Chief Operating Officer. Per brings with him relevant experience including his stints with the Volvo Group and NEVS.
Michael Perschke, CEO, Automobili Pininfarina commented, “Establishing Automobili Pininfarina as a leading sustainable luxury brand is our strategic vision and will be a dream come true. It will combine 88 years of iconic design heritage with leading edge electric vehicle competence of the Mahindra Group and Mahindra Formula E racing. It’s a powerful combination. I am honoured to lead Automobili Pininfarina and our ambition is to make it a respected and desirable brand recognized by connoisseurs who value design heritage, substance and sustainable high performance EV technology.”