Mahindra launches Automobili Pininfarina high-performance EV brand

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Mahindra has announced the launch of Automobili Pininfarina, a new sustainable luxury car brand that will design, engineer and manufacture high-performance electric vehicles for the international market.

The new entity will combine Pininfarina’s design expertise with Mahindra’s electric vehicle technology base – based in no small part on the OEM’s Formula E participation – and aims to launch its first model, a Pininfarina-badged electric hypercar, in 2020.

“We are pleased to welcome the new company, Automobili Pininfarina, which represents an additional client for Pininfarina, joining the list of the many prestigious car makers for which we will be designing cars in the future,” said Paolo Pininfarina, chairman of Pininfarina.

“This project helps me and my family to realize my grandfather’s dream of seeing outstanding innovative cars solely branded Pininfarina on the roads.”

“Italy’s renowned design expertise produces objects of true beauty and unique style,” added Anand Mahindra, chairman of Mahindra Group. “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.”

“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,” added Pawan Goenka, managing director of Mahindra & Mahindra and chairman of Mahindra Racing.

Automobili Pininfarina will be headed up by CEO Michael Perschke, who has more than 25 years of experience with premium German brands, as managing director of Audi in India and a member of the management board of Volkswagen Group Sales India, from 2010 to 2013. Perschke will play a role in developing the strategy for Automobili Pininfarina, and will be joined by Per Svantesson as COO.

“Establishing Automobili Pininfarina as a leading sustainable luxury brand is our strategic vision and will be a dream come true,” said Perschke. “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 honored 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.”

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Matt joined UKi Media & Events in 2014 after seven years of living and working in Dubai. He has been a journalist for over a decade and has worked for a wide range of publications, including Rolling Stone, Time Out, iQ and Loaded. After starting out on the automotive team as deputy editor of Engine Technology International, Electric & Hybrid Vehicle Technology International and Transmissions Technology International, he began editing Electric & Hybrid Vehicle Technology International in 2016, and took over as editor of Tire Technology International in 2018.

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