Fiat buys Bertone coachbuilders. Will Chrysler be selling Italiian-style models like this classic Stratos concept?
Fiat's 215.9 million Euro bid for Bertone has been approved by the Italian government. Fiat's dynamic CEO Sergio Marchionne has expressed interest in using Bertone's coachbuilding facility to add plant capacity so Fiat can produce special niche models--and no one knows more about producing special niche models than the Italians.
The Bertones will retain conrol of the family design studio that's produced a nearly unbroken string of design classics through the years. Founded in 1912, it currently employs just under 1200 people. The company has styled cars for Mercedes, Volvo, Ferrari, Lamborghini, Alfa Romeo, Fiat, Citroen, and Lancia. Classics include Lamborghini's Miura, Espada & Countach, Lancia Stratos, the B.A.T. concept cars, Fiat Dino, and Alfa Romeo Giulietta.
Fiat has announced plans to relaunch its brand in the U.S. in early 2011 and Alfa Romeo later that same year. Marchionne stated that the Bertone facility will produce cars for U.S. export, so we should expect some exciting exotics to show up wearing either badge--or maybe even the Chrysler pentastar logo. There's a long history of Chrysler working with Italian design houses, dating back to seminal designer Virgil Exner's work with Ghia in the 1950s. There's hope that a continuation of that tradition will bring exciting new designs from Fiat/Chrysler that will "lively up" the American autoscape.
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Comments
Aren't they GORGEOUS? I'm definitely a Bertone girl.
I'm a Bertone from Ocean View, De. I was born in Sicily, It. I came to the US on the ship called The REX.
Hum, Italian design. I know the owner of the Maserati Boomerang and got up close to it. Absolutely amazing!
There is no substitute for Italian coach builders. There have been some rare exceptions but whether we talk about Bertone, Ghandini, Guigiaro or Spada and of course, Pininfarina, it's just impressive.
Great article!
Nick
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