November 19, 2019

Automobili Pininfarina Presents 2020 Vision to Transform Its Luxury EV Business

(Los Angeles, 19 November 2019):

Automobili Pininfarina has announced its ambition to follow the successful launch of the pure-electric Battista hypercar with a series of major investments and initiatives that will see the Italian brand develop into one of the world’s leading luxury automotive companies.

At a private briefing in Los Angeles ahead of the LA Auto Show, CEO Michael Perschke, Chief Design Officer Luca Borgogno and Chief Sales Officer Jochen Rudat revealed how 90 years of Pininfarina design and innovation heritage are informing their vision for the growth of the business, starting with Battista production next year.

Michael Perschke, Automobili Pininfarina CEO, said: “Visionary Italian design is the past and the future and as we head towards celebrating Pininfarina’s 90th anniversary in 2020, we are inventing new markets and new client experiences, and we want to underscore our commitment to Italy through production of pure-electric vehicles there.

“Our strategic collaboration with Bosch and Benteler unlocks the opportunity for growth, through development of high performance EV architecture to be deployed by Automobili Pininfarina and potentially other OEM clients. The launch of Battista heralded the arrival of our exciting new brand, and these are the plans that give us a strong platform for future success.”

The Battista hypercar development programme is now well advanced, with dynamic simulation and wind tunnel testing complete. Prototype vehicles will be in testing throughout winter, ahead of client test drives in spring 2020. For clients wishing to experience the pinnacle of EV performance in 2019, Automobili Pininfarina teamed up with Mahindra Racing to launch ‘Hyperdrive’ at the Calafat Circuit in Spain, where clients drove the latest EV road cars on track before the ultimate test in a race-proven Formula E car. 

Jochen Rudat, Automobili Pininfarina Chief Sales Officer, said: “The Automobili Pininfarina Hyperdrive experience provides a new benchmark of performance for hypercar buyers, but it also recognises the need to introduce new and different test drive experiences that allow guests to better understand the technology of the future. Our clients loved the whole experience and we will be developing this initiative in the future.”

Michael Perschke and Luca Borgogno provided the latest insights into the Battista development programme at the LA briefing, along with insights into how the company’s second and third models will follow the Battista, redefining the market for pure-electric cars christened Luxury Utility Vehicles.

In confirming a future range of electric cars, Perschke underlined his ambition for Automobili Pininfarina to challenge the world’s leading luxury car brands through the future acquisition of a production facility in Italy next year. This potential investment would follow that made in the existing partnership with Pininfarina S.p.A., which will ensure every Battista is hand-crafted in the famous Cambiano atelier facility from the end of 2020 – a fitting end to the 90th anniversary of the famous Pininfarina design house.

Luca Borgogno presented the PURA Vision design concept to gathered media, confirming that the full-scale version will make its world debut in North America in the second half of 2020. PURA Vision is intended to showcase Borgogno’s new design philosophy for Automobili Pininfarina, pinpointing where historic inspiration and the technology of the future will combine in the company’s forthcoming portfolio of luxury electric cars.

Press Contact

Dan Connell – Chief Brand Officer
Automobili Pininfarina
+49 (0) 16055 30318
Email: d.connell@automobili-pininfarina.com

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Editor’s notes

Automobili Pininfarina and the Battista

Automobili Pininfarina is based in operational headquarters in Munich, Germany, with a team of experiencedautomotive executives from luxury and premium car brands. Designed, developed and produced in Germany and Italy, all models will be sold and serviced in all major global markets under the brand name Pininfarina. The new company aims to be the most sustainable luxury car brand in the world

The company is a 100 per cent Mahindra & Mahindra Ltd investment and has been named AutomobiliPininfarina following the signing of a trademark licence agreement between PininfarinaSpA and Mahindra & Mahindra Ltd. PininfarinaSpA will take an influential role in supporting design and production capacities based on their unique almost 90-year experience of producing many of the world’s most iconic cars.

Anand Mahindra, Chairman, Mahindra & Mahindra, Paolo Pininfarina, Chairman of PininfarinaSpA, and Dr. Pawan Goenka, Chairman, Mahindra Racing, launched the new car brand with Michael Perschke, CEO AutomobiliPininfarina at the Rome Formula E race on April 13th, 2018. Mahindra has quickly built up experience of cutting-edge ‘race-to-road’ sustainable high-performance technological innovation having competed in every Formula E race since the world’s most innovative motorracing series began in 2013.

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Rear Wing Contrast

Thanks to the active aerodynamics you can present the Rear Wing underside in a special way by painting it in a contrast colour.  


Also the Rear Detailing Screws can be personalized with a great range of colours to underline the beautiful rear of the Battista.

Front Nose

For an additional accent it is possible to modify the visual appearance of the Front Nose. 

Choose your colour according to the main body or go for a contrast colour to give your Battista a special front face character. 

Olive Leaf Tanned Leather

The leather tanning process is constantly evolving. The Olive Leaf Tanned Leather proposed by Seton is produced with a 100% organic tanning agent made of aqueous olive leaf extract. Olive leaf tanning uses fallen or pruned leaves to create an organic tanning extract.

Olive leaf tanned leather can be finished with embossing, metalization and patina effects just as much as standard leather. The color range achievable with this technology is very much linked to its natural origin.

Battista Exterior Jewellery Pack

The Exterior Jewellery Pack of the Battista is an important design element made out of aluminium. 


You can choose between: 


Brushed Aluminium Anodized

Brushed Aluminium Anodized in Iconica Blu

Brushed Aluminium Anodized in Black 

Brushed Aluminium Anodized in Gold

Brushed Aluminium Anodized in Titan


You can also have your own bespoke painted or anodized variant.

Coloured Carbon Fibre

Hypetex is the world’s first coloured carbon fiber: 


A high performance, light, bright and strong composite material, born after seven years of extensive research and development on F1 technology.


The innovative colorization technology enhances the texture of the weave whilst maintaining intact the performance of the material. The industrial process is highly energy efficient , aimed at reducing loss of thermal energy, and it uses water based and solvent-free eco-resins

Re-Invented Natural Materials

With an ever growing demand for sustainability, authenticity and transparency, we felt compelled to look at our production processes, to find ways to reduce or upcycle our own waste and regenerate end-of-life materials.


Companies like Authentic Materials in France can use production scraps of leather and wood to create high-end, luxury new materials, effectively creating a circular economy.

Upcycled Material

Thanks to Aquafil, discarded fishing nets are regenerated into the high quality Econyl® yarn, which is then used for the production of brand-new products, such as Racemark’s automotive mats.


Racemark’s vision is to become the global leader in sustainable automotive floor protection by 2023, in the aim to develop and sell products that create no waste and require no new material resources, because they can be recovered at the end of their useful life and endlessly upcycled, recycled or regenerated.


One example is our approach to interior stitching.