Mahindra to launch hyper electric car brand `Pininfarina’ in 2020

The new company, Automobili Pininfarina, promoted by Mahindra and Mahindra Ltd, will be based in Europe. The company will leverage Pininfarina's legendary automotive design expertise and Mahindra’s experience in manufacturing electric vehicles, gained from its participation in the Formula E electric racing car championship.

The company will design, engineer and manufacture high technology, extreme performance, luxury electric vehicles for the most discerning global customers, Mahindra and Mahindra stated in a release.

Automobili Pininfarina plans 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 SpA, joining the list of the many prestigious car makers for which we will be designing cars in the future. This project helps me and my family to realise my grandfather's dream of seeing outstanding innovative cars solely branded 'Pininfarina’ on the roads" Paolo Pininfarina, chairman, Pininfarina SpA, said.

"Italy's renowned design expertise produces objects of true beauty and unique style. 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," Anand Mahindra, chairman, Mahindra Group, said.

"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," Pawan Goenka, managing director, Mahindra & Mahindra Ltd and chairman, Mahindra Racing, said.

Automobili Pininfarina will be led by Michael Perschke, former managing director of Audi in India and a member of the management board of Volkswagen Group Sales India, as its chief executive officer. “Michael will play an instrumental role in developing the strategy for Automobili Pininfarina. He will be joined by Per Svantesson as chief operating officer who was earlier with the Volvo Group and NEVS.

"Establishing Automobili Pininfarina as a leading sustainable luxury brand is our strategic vision and will be a dream come true. 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 honoured to lead Automobili Pininfarina and our ambition is to make it a respected and desirable brand recognised by connoisseurs who value design heritage, substance and sustainable high performance EV technology," Michael Perschke, CEO, Automobili Pininfarina, commented.

The Mahindra Group enjoys a strong presence in agribusiness, aerospace, commercial vehicles, components, defence, logistics, real estate, renewable energy, speedboats and steel, amongst other businesses. Headquartered in India, Mahindra employs over 240,000 people across 100 countries.