Pininfarina at 95: From Myth to Future Celebration in Turin
On 17 May 2025, the National Automobile Museum in Turin staged “From Myth to Future – 95 Years of Pininfarina”, drawing government, industry and cultural leaders eager to honour a brand that has shaped Italian automotive design for nearly a century. Representatives of the Italian Government, the Piedmont Region and the City of Turin opened proceedings, confirming their shared commitment to championing national excellence.
Moderator Maria Latella then interviewed Vice-Chairman and Chief Executive Silvio Angori, who traced Pininfarina’s evolution from world-class coachbuilder to global creative hub. “Celebrating our 95 years,” Angori said, “means honouring a history rooted in creativity, innovation, and craftsmanship—but reaffirming our commitment to the future. Today, Pininfarina is far more than an automotive brand: we are a creative laboratory spanning architecture, sustainable mobility, product design, and digital experiences. We will continue to be a benchmark in design and innovation, focusing on sustainability, user-centricity, and technological advancement—without ever losing the distinctive style that makes us unique.”
A wide-ranging discussion followed, uniting energy, animation and mobility under the banner of innovation. Newcleo’s Chief Executive, Stefano Buono, outlined a partnership that re-imagines sustainable nuclear energy. Jesse Chao of Hon Hai Technology Group (Foxconn) detailed a long-standing collaboration in high-tech sustainable mobility. TOGG Chief Executive Gurcan Karakas explained why Turkey’s first global mobility brand chose Pininfarina as cornerstone design partner; Pixar Creative Director Jay Ward revealed Italian design’s influence on the Cars universe; and Pininfarina Chief Creative Officer Felix Kilbertus set out a vision grounded in the “tradition of the new”.
The team unveiled Pininfarina 95—Timeless Beauty, published by Giorgio Nada Editore and written by Luca Dal Monte. Through evocative archive images and testimonials, the book explores the values guiding the company—beauty, creativity, craftsmanship, technology, innovation, and sustainability—presenting design as culture, vision, and commitment.
Guests also previewed the documentary Story of a Legend. Pininfarina, produced by Flair Media Production with Rai Documentari, is due to air on Rai this autumn. The film features voices such as Piero Ferrari, Giorgetto and Fabrizio Giugiaro, Luca Cordero di Montezemolo, Lapo Elkann and Giuseppe Lavazza, alongside an exclusive interview with Mrs Giorgia Pininfarina. Flavia Triggiani observed, “This documentary tells a legendary story—how a small coachbuilding workshop became world-renowned for extraordinary design. A generational tale, passing passion and knowledge from founder Battista ‘Pinin’ Farina to his son Sergio, and then to his grandchildren Andrea and Paolo. It mirrors Italy’s postwar history, the economic boom, crises, revivals, and the digital transformation of the 21st century.” Marina Loi added, “Pininfarina’s story is unique—quintessentially Italian, yet globally celebrated. It’s a dream realised, and one that continues to inspire generations. What strikes most about the brand is its timeless, distinctive, and enduring elegance.”
A temporary MAUTO exhibition framed the celebration with six iconic models. The Morgan Midsummer roadster, the first car to carry the Pininfarina Fuoriserie label, made its Italian and museum debut as the symbolic centrepiece. The Battista Novantacinque, finished in Exposed Signature Carbon-tinted Rosso Gloss, paid vivid tribute to the anniversary. At the same time, visitors admired the futuristic Sintesi concept, the elegant Alfa Romeo-based 2uettottanta, the dynamic Ferrari-based Sergio and the newly restored Honda HP-X.
The Turin gala continued Pininfarina’s 95th-anniversary programme, which opened at Milan Design Week and will run throughout 2025. Highlights include August’s dedicated Pininfarina Trophy at the Pebble Beach Concours d’Elegance, where judges will celebrate a Pininfarina-designed car that best embodies timeless Italian style and innovation.
