Bertone

Introduce

Est. 1912

Carrozzeria Bertone, a legendary name in automotive design, traces its origins back to Giovanni Bertone, who embarked on a journey in Turin at the age of 28, establishing a carriage manufacturing business. Together with three skilled craftsmen, he crafted horse-drawn vehicles noted for their precision, quality, and durability during the early 20th century when automobiles were not yet ubiquitous. The onset of World War I brought turmoil to the Italian industrial landscape, compelling Giovanni Bertone to shutter his business temporarily. However, with the war's end, he revived and expanded his operations, shifting focus towards the burgeoning automotive sector. By 1920, Bertone's venture had grown substantially, with the inauguration of a new facility in Turin and a workforce of twenty. The pivotal moment arrived in 1921 when Bertone secured a significant contract, marking the beginning of his foray into automotive bodywork. Collaborations with esteemed manufacturers like FIAT and Lancia solidified Bertone's reputation as a master craftsman. Notably, Vincenzo Lancia recognized Bertone's exceptional talent, entrusting him with the creation of bespoke car bodies, laying the foundation for Bertone's future success. Throughout the 1920s, Bertone became synonymous with exquisite automotive design, crafting torpedo and saloon bodies for various prestigious brands. The era witnessed the evolution of car body shapes, with Bertone leading the charge in embracing innovative designs. Despite the economic challenges posed by the Great Depression, Bertone's astute management ensured the company's survival, with notable creations like the Lancia Artena earning acclaim. In 1933, Nuccio Bertone, Giovanni's son, joined the company, heralding a new era of innovation and growth. The outbreak of World War II necessitated a shift towards military vehicle production, yet Bertone continued to produce luxurious automobiles amidst adversity. Post-war, the company resumed its focus on automotive design, pioneering iconic models such as the Fiat 850 Spider and forging partnerships with esteemed brands like Lamborghini. The 1950s and 1960s witnessed Bertone's ascendancy as a design powerhouse, collaborating with marques like Alfa Romeo and Ferrari to create groundbreaking models like the Alfa Romeo Giulietta Sprint and Lamborghini Miura. Marcello Gandini's visionary designs further cemented Bertone's legacy. The 1970s brought commercial success with models like the Fiat X1/9, while collaborations with Volvo and Lamborghini yielded innovative designs like the Lamborghini Countach. Despite financial turbulence in the following decades, Bertone continued to push boundaries in automotive design. In recent years, the Bertone brand has seen a resurgence, with renewed focus on electric vehicles and innovative design concepts. Under new ownership, the legacy of Carrozzeria Bertone lives on, with the launch of limited edition vehicles like the GB110 marking a new chapter in the storied history of this iconic brand. Read the complete story here.