From horse-drawn carriages to supercars: the rise and fall of Bertone
In short: Italian design icon Gruppo Bertone transformed from a small carriage maker into a titan of automotive styling. Yet, despite producing legendary models for Ferrari, Lamborghini, and Fiat, the company faced a dramatic bankruptcy in 2014. Today, the brand is undergoing a high-tech revival in the electric era.
Founded in 1912 by Giovanni Bertone, the company began in Turin with a humble start: building horse-drawn vehicles with just three workers. By 1920, it had expanded to a plant with 20 employees, eventually securing contracts for torpedo-styled bodies and the Fiat 501 Sport Siluro Corsa. The company's trajectory shifted significantly after World War II when Nuccio Bertone took charge, splitting the business into two distinct units: Carrozzeria for manufacturing and Stile Bertone for styling.
The mid-20th century marked Bertone's golden age of industrial influence. The company produced high-performance vehicles like the Abarth 750 Record, which set ten world records in 1956, and collaborated with heavyweights like Lamborghini to create the Miura. By 1970, the Grugliasco factory had grown to 267,000 square metres with a workforce of 1,500. This era saw the production of iconic models such as the Fiat X1/9, which saw 160,000 units manufactured between 1972 and 1988.
Financial instability began to erode the company's dominance in the 21st century. A worsening situation led to the sale of its manufacturing activities to FIAT in 2009, shrinking the workforce to roughly 300 engineers and designers. After declaring bankruptcy in 2014, the brand underwent several ownership changes, including a 2016 acquisition by AKKA Technologies. In 2022, the brand was revived by Mauro and Jean-Franck Ricci, who launched the GB110 and the 2026 Runabout, a limited-edition sports car inspired by a 1969 concept.
theme mood
difficulty topics
claims canvas
Opens the Intellect+ feed with this card first. Swipe up for the next one.
Sources
- Summary by Intellect · source: Gruppo Bertone
To cite this card, link to https://intellectplus.co.uk/app/design-gruppo-bertone.
How we source, check and correct cards: Editorial standards.
General information, not professional advice. Spotted an error? Flag the card or see corrections and complaints.
Intellect Plus is a visual educational discovery platform for exploring fascinating facts and ideas. Brain Food, Not Brain Rot. What is Intellect Plus?
Related
More in Car design · More in Design · Latest · A–Z · All topics
