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Ferrari and Lamborghini, design and the future of dreams

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How is a dream car born? And what makes a car a piece of history, of collective and personal memory, even a piece of art? Some of the most famous designers in the sector asked this on Sunday, in an unprecedented comparison for the value of the names involved: Flavio Manzoni (Ferrari) e Mitja Bokert (Lamborghini) e Roberto Giolito (Stellantis) in the first meeting of the Automotive Design Club, born on the new social Clubhouse. Animator of the initiative Lapo Elkann that with Manzoni and Giolito he shared years in Fiat and projects such as the rebirth of the 500. The conversation, moderated by Professor Paolo Tumminelli, attracted about 400 spectators to the Clubhouse “room” and embraced various topics: the roots and influences of creative process, the legacy of the past, up to the future challenges of the car world right now that, having lost the centrality that in the last century made cars (and sports cars in particular) among the most coveted objects of all, manufacturers and enthusiasts must rediscover their role in 21st century society

At the origin of desire

“The always valid goal is to create desirable cars – began Giovanni Perosino, marketing expert and now Lamborghini sales director – The 500 is a good example: at that moment Fiat went back to creating cars that people could want. It is even more true for design cars: I often say you have customers: You don’t need a Lamborghini, you deserve a Lamborghini ”. And what makes a Ferrari or a Lamborghini desirable? “Function, form, but also an art object with the aspiration to have soul and poetry. I don’t believe that car design should be a self-referencing world, but seek external stimuli ”. Specifies Flavio Manzoni, head of design at Ferrari. Bokert recalls: “Ferruccio Lamborghini built a car for himself, as he dreamed of it, after so many years the brand now has its own well-defined DNA, you can recognize a Lamborghini by its silhouette alone. It is valid for the past and it must be for the future, but without repeating itself ”. On the management of the Manzoni inheritance. specifies “It is not a question of the past, the many Ferrari models provide us with a vocabulary of solutions, a DNA to start from.” Mind for Giolito: “It is nice to be able to mix something new and known”.

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Superglish and video games

Future trends in this sector are going in very different directions: on the one hand there is hyper-personalization, wealthy customers who want a supercar as tailor-made as possible, so much – explains Manzoni – “that in some cases they become part of the design”. But if the concept of “tailor made” cars is limited to the wealthiest part of an already super-selected clientele, there is also the opposite need to keep these technological jewels well present among the wishes of the general public. “The digital world is becoming an important channel to feed the imagination as cinema or major car fairs were in the past” insists Manzoni, along the same lines as Bokert, who emphasizes how augmented reality and video games are a way to reach audiences younger and more extended (Lamborghini recalled its Gran Turismo video game foray)

It’s Italy?

Another point not to be overlooked is that most of these 4-wheeled dreams were born in Italy, in the past in the factories of Pininfarina and Bertone, now from this generation that supports their legacy. Ferrari has been taking care of its own creations at home since 2010, Lamborghini is the sportiest point of the Volkswagen group. “The Italian dream in this field is still very much alive abroad” says Giolito, but the greatest recognition comes from the “foreigner” Bokert, who moved to Emilia to direct the Sant’Agata style center: “The Italian lifestyle for me is an inspiration, the feeling of” living the dream “, of doing something important to bring Lamborghini’s vision into the future”

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