Video: An Inside Look At Pininfarina

Launched in 1930 by Battista “Pinin” Farina, the Italian car design firm Pininfarina is now run by the founder’s grandson Paolo Pininfarina. The company has partnered with all the big hitters over the years including Ferrari and Rolls-Royce and since 1986 Pininfarina Extra, headed up by Paolo Trevisan, has widened the Group’s design scope to reach anything from the Eurostar to Lavazza coffee machines. Often collaborating with other heritage brands such as Scotch whisky label Chivas, much importance is placed on striking a balance between history and innovation. Visiting the HQ in Cambiano, Italy, Crate.tv interviewed Pininfarina and Trevisan to discover why they see problems as opportunities and how this ethos has spurred their success despite Europe’s current economic climate.