The story of Bertone, the renowned Italian car design atelier, is a tale of craftsmanship, innovation, and bold creativity that spans over a century.
From humble beginnings as a carriage maker to becoming a global icon in automotive design, Bertone’s journey reflects the evolution of industrial style, the rise of Italian design excellence, and a legacy of iconic cars that continue to captivate enthusiasts today.
Bertone’s origins trace back to 1912 when Giovanni Bertone, a skilled artisan born in 1884 in Mondovì, Piedmont, founded Carrozzeria Bertone in Turin, Italy. At the age of 28, Giovanni started with a small workshop and just three employees, specializing in the construction and repair of horse-drawn carriages. Turin was then a bustling hub of industrial activity, and Giovanni’s impeccable attention to detail and quality quickly earned him a reputation. It was said that experts could identify a Bertone carriage by the distinctive sound it made rolling over the city’s cobblestones – a testament to his artisanal mastery.
The outbreak of World War I in 1914 disrupted Giovanni’s fledgling business, forcing a temporary closure. However, with the war’s end in 1918, he seized the opportunity to pivot toward the emerging automotive industry. In 1920, he reopened his workshop at a new location near Monginevro 119 in Turin, employing 20 workers. The following year, in 1921, Bertone secured a pivotal contract to build a torpedo-styled body for the SPA 23S chassis, marking his entry into automotive coachbuilding. This led to the creation of the Fiat “501 Sport Siluro Corsa,” a design that showcased his ability to blend functionality with elegance.
Throughout the 1920s, Giovanni forged relationships with major Italian manufacturers like Fiat, Lancia, Itala, Diatto, and SPA, producing torpedo and saloon bodies that catered to both mass production and bespoke commissions. Vincenzo Lancia, founder of the Lancia marque, nicknamed him “Bertunot” and entrusted him with crafting limited-series car bodies, recognizing his exceptional talent. Despite the economic turmoil of the Great Depression in 1929, Giovanni’s shrewd management kept the company afloat, designing standout models like the 1928 Ansaldo 6BS, the Fiat 505 Coupé de Ville, and the Lancia Lambda VIII Series.
In 1932, Giovanni’s design of the Lancia Artena—a car produced until 1936—marked a significant milestone, blending practicality with sophisticated styling. The following year, in 1933, his second son, Giuseppe “Nuccio” Bertone, born in 1914, officially joined the family business at the age of 19. Nuccio brought fresh energy and vision, setting the stage for Bertone’s transformation into a design powerhouse.
World War II forced Bertone to shift production to military vehicles, but the post-war period saw a remarkable resurgence. After Giovanni’s death in 1972 at age 88, Nuccio had already begun steering the company toward international prominence. In 1946, Nuccio’s passion for racing led him to prepare a Fiat 500 Barchetta in-house, which he drove competitively—an early sign of his hands-on approach and love for automotive innovation.
The 1950s marked Bertone’s ascent as a global player. Nuccio’s leadership transformed the company from a small craft enterprise into an industrial design firm with an international reputation. The decade began with orders from beyond Italy, including a significant collaboration with General Motors. However, it was the 1954 introduction of the Alfa Romeo Giulietta Sprint at the Turin Motor Show that truly put Bertone on the map. Designed in collaboration with Franco Scaglione, Bertone’s chief designer, the Giulietta Sprint was a masterpiece of proportion and elegance, setting design standards and achieving commercial success. Bertone’s expansion was partly financed by Alfa Romeo, allowing it to scale up production and establish itself as more than just a niche coachbuilder.
During this period, Nuccio also commissioned Scaglione to create the revolutionary Berlinetta Aerodinamica Tecnica (B.A.T.) concepts—BAT 5 (1953), BAT 7 (1954), and BAT 9 (1955)—based on Alfa Romeo chassis. These wedge-shaped, aerodynamic studies were audacious and polarizing, blending art and engineering to achieve some of the lowest drag coefficients of their time. The B.A.T. cars showcased Bertone’s willingness to push boundaries, cementing its reputation for innovation.
The 1960s and 1970s were Bertone’s golden age, defined by groundbreaking designs and a legendary partnership with Lamborghini. Nuccio’s ability to spot and nurture talent was key. Designers like Giorgetto Giugiaro (who joined in 1959) and later Marcello Gandini (who succeeded Giugiaro in 1965 after his move to Ghia) became the creative forces behind Bertone’s most iconic works.
In 1966, the Lamborghini Miura debuted at the Geneva Motor Show, designed by Gandini in just four months. With its mid-transverse V12 layout and sensual, low-slung body, the Miura redefined the supercar genre—a term coined for this very car. It wasn’t the first mid-engine road car, but its breathtaking design and performance made it unforgettable. The Miura’s success thrust Bertone and Lamborghini into the global spotlight.
The partnership continued with the 1967 Lamborghini Marzal, a futuristic concept with gullwing doors, followed by the 1968 Lamborghini Espada, a grand tourer inspired by the Jaguar Pirana. Other notable designs from this era included the 1967 Alfa Romeo Montreal, a V8-powered coupé Gandini crafted for the Montreal Expo, and the 1967 Fiat Dino Coupé. At the 1968 Paris Motor Show, Bertone unveiled the Alfa Romeo Carabo, a wedge-shaped concept based on the Alfa 33 chassis that influenced design trends for decades.
By 1970, Bertone employed 1,500 workers at its sprawling Grugliasco factory, covering 267,000 square meters. That year, Gandini’s Lancia Stratos Zero concept stunned the Turin Motor Show with its radical 84-centimeter height and sculptural form—a timeless blend of architecture and industrial design. The 1971 Lancia Stratos Stradale, a rally-focused production version, went on to dominate the World Rally Championship (1974–1976), further solidifying Bertone’s legacy.
The 1971 Lamborghini Countach LP500 prototype, unveiled at Geneva, took the Miura’s audacity to new heights. With its scissor doors and angular lines, the Countach (production began in 1974) became the ultimate poster car of the 1980s, produced until 1990. Meanwhile, the 1972 Fiat X1/9, previewed by the 1969 Runabout concept, succeeded the Fiat 850 Spider, achieving massive commercial success with nearly 140,000 units built between 1965 and 1972. The same year, the Maserati Khamsin debuted as a tribute to Giovanni Bertone, who passed away in 1972.
The 1980s saw Bertone diversify while maintaining its design prowess. The 1982 Citroën BX, another Gandini creation, sold over 2.3 million units by 1994, blending French quirkiness with Italian flair. Bertone took on full production of the Fiat X1/9, managing its sales and after-sales network. A 1986 agreement with General Motors Europe further expanded its scope, while the 1986 Volvo 780 Coupé showcased understated elegance, with Bertone building 8,518 units by hand.
The 1990s brought technological innovation, exemplified by the 1992 Blitz Barchetta, an electric show car with avant-garde construction. After Nuccio’s death in 1997, his widow, Lilli Bertone, took over, steering the company toward a fully integrated service model in automotive, transportation, and industrial design. However, financial difficulties loomed as the industry shifted.
The 2000s were turbulent for Bertone. In 2009, a worsening financial situation forced the sale of the Grugliasco plant to Fiat, reducing the workforce to around 300 engineers and designers. In 2011, Bertone sold off concept cars to raise funds. Despite unveilings like the 2010 Alfa Romeo Pandion and 2012 Nuccio concept (celebrating its centenary), the company struggled. On March 18, 2014, Bertone confirmed it would declare bankruptcy unless a buyer was found by April’s end. No savior emerged, and the company folded, ending a century-long run with around 100 employees at the time.
In 2016, AKKA Technologies acquired it for over €2.6 million, selling it in 2020 to Mauro and Jean-Franck Ricci. In 2022, the Ricci brothers revived Bertone, debuting the GB110 hypercar in December—a limited-edition vehicle unveiled in June 2024. Meanwhile, Bertone Design, a Milan-based firm run by former employees, shifted focus to industrial design and architecture.
Bertone’s legacy endures through its designs—timeless works like the Miura, Countach, and Stratos remain symbols of Italian creativity. From Giovanni’s carriages to Nuccio’s masterpieces, Bertone shaped automotive history with a fearless blend of art, engineering, and imagination, leaving an indelible mark on the world of design.