The Case of Fiat and Pininfarina Collaboration
The auto world is in a deep shock after losing one of the greatest automotive designers, Sergio Pininfarina. Pininfarina has a long history of building stunning blend of style in driving. The company has been famous for being the design leader in the Italian automotive industry. The companies have integrated well with the global changes of the industry by making collaborations to work in order to acquire a larger market share. While considering the historic stories of companies, it can be noticed that a business is only successful when all the elements and resources work in collaboration with each other. Companies and people intertwine together from generation to generation based on mutual respect delivering quality products in a consistent manner to the world. The strengthening bond based on mutual interest in work over the passage of time has been the defining case of Fiat and Pininfarina; the two companions driving the automotive industry bringing a new realization through the amalgamation of technology and creativity.
The core business model of the Pininfarina Group has been based upon making collaborative relationships with famous carmakers. The company has built upon its highly flexible approach while working as a global partner during the process of product development. Pininfarina actively participated in the centenary anniversary celebrations of Fiat, the collaborative partner. For the celebrations, the Italian Coachbuilders organized a project where a display of 70 cars was organized; these cars were specially chosen to symbolize the history of the collaborative relation between both Fiat and Pininfarina (Lazzarotti et al.).
FIAT was setup by Giovanni Agnelli along with a group pf pioneers in 1899; from a little company, it has grown into a large multinational with global presence. Battista Farina (also known as Pinin) established Pininfarina in 1930 that has developed into a diversified entity known for its cutting edge technology, engineering and design. The relationship was initiated when Pinin, started working at his brother Giovanni’s Stablimenti Farina; Giovanni was offered to work in Fiat’s new car, Zero (Lazzarotti et al.). Pinin was asked to design the radiator of the Zero, the component which held huge significance both from the technical point of view as well as ornamental. After his success, he was assigned to design the body of Zero and then this continued as he became the head of the team responsible for design and engineering in the Stabilimenti until 1930 when he succeeded in setting his own company (Prunet).
The collaboration has resulted in more than 140 coupes, saloons, spiders, and research prototypes since Pininfarina began the development of one-off models for the Fiat clients who wished for uniqueness. Fiat 525 SS in 1931 was the initial result of the Pininfarina Company working on Fiat model (Prunet). The history of the Italian automotive industry has several examples of the happy marriage between Pininfarina’s innovation and Fiat’s durable chassis. The Thirties saw numerous, elegant and highly creative ‘greyhound’ while in the late Forties, 6C 1500 Cabriolet (1947) and Fiat 1100 S Berlinetta Sport (1949) stunned the consumers of Fiat (Elliott). A prototype of the 1100 TV Coupe, an elegant sports car was displayed in the Paris Motor Show in 1953, which was then produced massively by Pininfarina, marketed by network of dealers approved by Fiat in 1954-57 (Lavrinc).
The relation grew stronger during the Fifties and Sixties; more than 20,000 units of 1200, 1500 and 1600 Coupe and Cabriolet were manufactured till 1966. The coachbuilding business was significantly hit when Fiat 600 was massively produced in 1955 (Elliott). Furthermore, the revolution of engineered manufacturing as well as the introduction of body that bear the stress for cars were further hits. This was the end of the era where individuals chose one-off models from expert coachbuilders. Some coachbuilders who chose to embrace the industrial production became successful in the times to follow. Fiat Dino Spider made its debut in the Turin Motor Show 1963; it was built with a modified 6- cylinder engine of Ferrari (Elliott). The Fiat 124 Sport Spider along with Dino were massively produced and sold. The teamwork of Fiat-Pininfarina produced the 130 Coupe, which strongly represents the Italian cars; Coupe is refined with the prestigious 6-cylinder engine of Fiat 130 (Lavrinc).
During the Eighties, a belief emerged that limited models produced massively ensures being industrially competitive. But in Nineties, the emphasis shifted to niche models while continuing the cooperation with the designers and coachbuilders so that the new products are built upon refined esthetics and technicality (Prunet). The history of the relationship shows the confidence of Fiat in Pininfarina in the form of a variety of design produced. Fiat sponsored the coachbuilders in the Fifties to move forward technically. Furthermore, Fiat entrusted Pininfarina to manufacture Campagnola, an off-road vehicle used for both military as well as civilian purpose (Lavrinc). This provided an opportunity for Pininfarina for expansion in its manufacturing ability.
So, the collaborative relationship between Fiat and Pininfarina has evolved and built based on support and Italian style. There has always been a shared stimulation to exploit an opportunity to collaborate design with researched engineering. Hence, this is a partnership which triggers competitiveness in the whole automotive industry.
References
Elliott, Hannah. "A Visual History of Pininfarina, the Design House That Helped Shape Ferrari". Bloomberg 2015. Web. 2 Mar. 2016.
Lavrinc, Damon. "From Ferrari to Fiat, A Look Back at Pininfarina’s Masterful Designs". WIRED 2012. Web. 2 Mar. 2016.
Lazzarotti, Valentina et al. "Open Innovation in the Automotive Industry: Why and How? Evidence from a Multiple Case Study". IJTIP 9.1 (2013): 37. Web.
Prunet, Antoine. Pininfarina. Sparkford: Haynes, 2000. Print.
