Bertone

Bertone is a legendary Italian design house (carrozzeria) and coachbuilding firm that originated in Turin in 1912, founded by Giovanni Bertone. The company began by constructing and maintaining horse-drawn carriages but swiftly adapted its expertise to the nascent automotive industry, shifting its focus to innovative bodywork.

Over the subsequent century, Bertone cemented its reputation as a global pioneer in radical car styling, responsible for generating both visually striking concept vehicles and high-volume, quality production models.

The studio’s influential portfolio includes collaborations with major manufacturers such as Fiat, Lancia, Alfa Romeo, Lamborghini, and Maserati, resulting in seminal designs that have profoundly shaped global car culture.

Bertone’s dedicated manufacturing plant in Grugliasco, near Turin, once reached a considerable annual production capacity of thousands of vehicles before the company ultimately faced bankruptcy around 2014.

Since 2013, the Bertone brand has been undergoing a revitalization, shifting its focus toward design, fashion, and architecture while resolutely honoring its rich, century-old automotive heritage.

Bertone’s Evolution and Impact on Car Culture

Bertone’s journey from a small workshop with three workers to an internationally recognized automotive design house highlights its impact on car culture. The company was among the pioneers of aerodynamic and futuristic car shapes, introducing revolutionary designs such as the Fiat 527S Ardita with integrated headlights and sleek body lines in the 1930s.

In the post-war period, Bertone helped define the aesthetics of sports cars and luxury vehicles, producing famous models like the Fiat 850 Spider, Alfa Romeo Giulietta Sprint, and Lamborghini Miura. The latter, unveiled in 1966, is often regarded as history’s first supercar and cemented Bertone’s status as an innovative force in car design.

Throughout the 1950s and 60s, Bertone expanded production capabilities and embraced industrial manufacturing techniques while maintaining artistic craftsmanship, marrying hand-built quality with scalable production which further enhanced its reputation among car enthusiasts and collectors.

Key Bertone Collaborations and Milestones

The Bertone name is synonymous with forward-thinking styling and sculptural car bodies, as demonstrated through its extensive collaborations:

• Fiat and Lancia partnerships in the 1920s established Bertone as a premier coachbuilder.
• The design and production of iconic models such as the Lancia Artena (1932), Fiat 850 Spider (1965), and the Lamborghini Miura (1966) set new standards in automotive design.

The company produced limited-run and concept cars for various luxury brands, including Aston Martin DB2/4, Maserati 3500 GT, and Alfa Romeo Montreal.

Bertone also embraced innovative materials and technologies, as seen in the 1992 Blitz Barchetta electric concept featuring tubular steel chassis and composite body panels.

Production continued to evolve through the 1970s and 1980s, including partnerships with General Motors and Opel, culminating in popular models like the Opel Kadett Cabriolet and Astra Coupe.

Bertone’s Influence on Modern Car Design and Branding

The profound heritage of Bertone is measured not merely by the automobiles it conceptualized but by its success in fundamentally shaping the automotive design language itself. The firm’s signature combination of unparalleled Italian flair, exquisite craftsmanship, and progressive design philosophies deeply influenced countless manufacturers and consistently dictated global trends in car aesthetics.

Under the direction of Nuccio Bertone, Giovanni’s visionary son, the enterprise expanded beyond coachbuilding to become a comprehensive automotive manufacturer, all while continuously pushing stylistic boundaries. This era produced iconic, boundary-breaking models such as the groundbreaking Lamborghini Countach and the futuristic Alfa Romeo Navajo concept.

Although the original Carrozzeria Bertone ultimately ceased large-scale production and was forced to declare bankruptcy, the current revitalization effort under new stewardship seeks to strategically leverage its storied legacy. By expanding the Bertone brand across industrial design, high-end architecture, and fashion, the company is ensuring its continued relevance in the rapidly evolving landscape of global mobility and culture.

Bertone in Car Culture

Bertone remains a legendary name in car culture, revered for its unique contributions to automotive styling and engineering excellence. Its innovative approach, iconic collaborations, and memorable designs have left an indelible mark on car history. This legacy continues to inspire car enthusiasts, designers, and manufacturers alike. The name Bertone evokes a powerful image of Italian style, creativity, and automotive passion that persists in contemporary car culture around the world.