Boneschi, an iconic Milanese coachbuilder, has played a significant role in shaping the history of Italian automotive design and innovation. Founded in the early 20th century, the company became renowned for its bespoke craftsmanship, pioneering custom vehicles, and cutting-edge design solutions. From luxury cars and prototypes to specialized vehicles for advertising, healthcare, and security, Boneschi’s adaptability and ingenuity helped it thrive through periods of both growth and decline. This article explores the fascinating journey of Carrozzeria Boneschi, highlighting its contributions to the automotive industry and its lasting legacy in the world of custom car building.
A Vision Takes Shape
In 1919, Giovanni Boneschi born on December 18, 1888, in Copiano, a small town in the province of Pavia—set out to make his dream a reality. With unwavering confidence in his skills, he established a modest workshop at 91 Via Savona in Milan, specializing in the construction of motor car bodies. This marked the humble beginnings of Carrozzeria Boneschi, a company built with limited resources but fueled by boundless ambition. Over the decades, this determination would elevate the workshop into a significant player in the world-renowned story of Italian design.
The early years were far from easy for the fledgling business. Italy, though on the victorious side of World War I, was struggling with severe post-war challenges. The transition from wartime production to peacetime industry left many factories scrambling for new opportunities. Returning soldiers hoped to reclaim their old jobs and rebuild their lives, but the country faced an unstable economy, with the lira losing value and strikes rippling across the nation.
Despite these turbulent times, Giovanni Boneschi persevered, his grit compensating for the workshop’s lack of resources. His passion for coachbuilding was rooted in a strong foundation of experience, starting with an apprenticeship at the prestigious Carrozzeria Castagna. This historic Milanese company, dating back to 1849, had evolved from crafting horse-drawn carriages to pioneering the production of motor car bodies under the leadership of Carlo Castagna.
At Castagna, Giovanni gained expertise in the technical and artistic intricacies of coachbuilding, knowledge that would prove invaluable. His service during the war in the Automobile Corps further deepened his skills and broadened his network within Milan’s burgeoning automotive scene. These experiences, combined with encounters that inspired him to take the entrepreneurial leap, laid the groundwork for Carrozzeria Boneschi.
With courage, determination, and a clear vision, Boneschi founded his coachworks. His commitment to quality craftsmanship and innovative design enabled him to carve out a unique place among Milan’s many coachbuilders, setting the stage for a legacy that would endure for decades to come.
Laying the Foundations of Carrozzeria Boneschi
In its early days, Carrozzeria Boneschi began crafting bodies for chassis produced by prominent manufacturers such as Ansaldo, Fiat, Lancia, and OM. These early projects laid the groundwork for the company’s future success. A significant milestone came in 1921 when Boneschi participated in one of the earliest editions of the Milan Trade Fair, which also featured the Motor Show.
At that time, the Trade Fair was held near the ramparts of Porta Venezia, drawing large crowds and much attention. For the occasion, Boneschi presented a Rolls-Royce saloon, a choice that captivated visitors with its refined craftsmanship. This participation not only enhanced the company’s visibility but also reinforced its reputation as a rising star in the world of coachbuilding.
Meanwhile, a groundbreaking innovation was about to reshape the automotive industry entirely. At the 1922 Paris and London Motor Shows, Lancia introduced the revolutionary “Lambda.” This car stunned the world with its cutting-edge unitized body design, where the body and chassis were integrated into a single pressed steel element. Its low, sleek, and unusually long silhouette broke away from traditional design norms, sparking both admiration and skepticism.
Despite initial doubts about its durability, the Lambda quickly won over customers with its exceptional quality and engineering. The car’s success proved pivotal for Carrozzeria Boneschi. Around this time, Giovanni Boneschi formed a valuable partnership with Enrico Minetti, a dynamic Lancia salesman based in Milan. Impressed by the precision and care Boneschi devoted to woodwork and interior detailing, Minetti helped establish a fruitful business relationship between the carrozziere and Lancia’s clientele.
While the Lambda was initially offered only as an open-top “torpedo” model, many customers expressed interest in a closed-body version for year-round use. Boneschi rose to the challenge by designing a “ballon,” a fixed hardtop that could transform the Lambda into a saloon. The concept was warmly received, leading to the production of several models and further cementing the workshop’s growing reputation.
A major turning point for Carrozzeria Boneschi came on June 28, 1923, with the founding of the Società Anonima Boneschi. Encouraged by a group of industrialists, Giovanni Boneschi expanded his small workshop into a larger, more robust enterprise capable of meeting the increasing demand for custom car bodies. The transformation allowed the company to adopt modern machinery, enabling it to produce a wide range of vehicles—from elegant luxury cars to practical commercial models.
This period marked the start of Boneschi’s ascent as a leader in Italian coachbuilding, laying the foundation for decades of innovation and success.
The Path to Success
Following its transformation into Società Anonima Boneschi, the company moved to a larger, more modern facility at 17 Via Padova in Milan. This relocation signaled the beginning of a new chapter in Carrozzeria Boneschi’s story, one marked by growth and opportunity.
A major break came in December 1924 when Italiana Automobili Citroën S.A., the Italian branch of the French car manufacturer, established operations just across the street from Boneschi’s former workshop on Via Savona. As part of its strategy to enter the Italian market, Citroën Italia entrusted Carrozzeria Boneschi with an important contract: assembling limited-production bodies for vehicles imported from France. This partnership not only expanded Boneschi’s production capabilities but also enhanced its reputation in the automotive industry.
Around this time, a new trend was emerging in Italian coachbuilding: light, elastic body structures inspired by the Weymann patent, a revolutionary design concept from France. Weymann’s innovation used wood frames covered in imitation leather, providing a degree of flexibility that addressed common issues of the era, such as structural failures and excessive noise caused by poor road conditions. With car chassis of the time lacking rigidity and suspension systems being rudimentary, these lightweight bodies absorbed much of the stress and strain.
Ever a pioneer, Giovanni Boneschi embraced this new trend while maintaining a critical eye. He recognized some drawbacks of the Weymann system, such as the fragility of the leather covering, which was vulnerable to weather and impact damage. Instead, Boneschi adopted the Kelsch patent, an alternative licensed in Italy by Mario Casaro, a coachbuilder from Turin. Boneschi acquired the Lombardy agency for the Kelsch system, further solidifying his reputation for innovation.
The Kelsch system differed in several key ways from Weymann’s approach. Its bodies were anchored to the chassis at only three points: two centrally placed on the side members and one at the rear cross member. These supports, made of felt and rubber, reduced stress on the body while offering improved durability. The structure used special woods and patented fasteners, with imitation leather applied over wire netting for added strength. By 1928, Kelsch had refined its design further, introducing aluminum alloy outer panels that could be painted using the latest spray-painting techniques.
Though the era of elastic bodies was relatively short-lived, fading by the early 1930s, Carrozzeria Boneschi’s ability to adapt ensured its continued success. During this time, the company became a regular exhibitor at the Milan Motor Show, held annually at the Milan Trade Fair. Boneschi’s vehicles consistently stood out for their craftsmanship and attention to detail.
Notable highlights included a Lancia Lambda Torpedo and an SPA cabriolet showcased in 1925, both praised for their quality and elegance. At the 1927 Motor Show, two Lancia Lambda: a dark grey model and a two-tone green coupé, garnered particular acclaim.
As the demand for elastic bodies waned, Boneschi remained ahead of the curve. Its growing workload, particularly with Lancia, necessitated yet another move to larger premises. By this time, Carrozzeria Boneschi had firmly established itself as a leader in the world of Italian coachbuilding, poised to tackle whatever challenges lay ahead.
The 1930s and the Lancia Partnership
In 1931, Carrozzeria Boneschi relocated to a larger facility at 6 Via Conegliano in Milan. This move marked a significant step forward for the company, as the increased space allowed production to double and enabled the establishment of small-scale assembly line operations.
The 1930s ushered in a new era for the automotive world: the rise of aerodynamics. Driven by early experiments with air resistance, this trend replaced the boxy designs of the past with sleek, curvilinear forms. Thanks to Giovanni Boneschi’s skill and adaptability, Carrozzeria Boneschi embraced these changes with ease, producing elegant, high-quality vehicles that satisfied even the most discerning clientele.
Boneschi’s resilience shone during the economic challenges of the time, including the 1929 global financial crisis. While many renowned Italian carmakers were forced to close their doors or scale back operations, Boneschi thrived, largely due to its solid reputation among Lancia enthusiasts. The carrozziere crafted stunning bodies for Lancia’s Artena and Astura chassis, followed by the smaller and more agile Augusta. By the end of the Depression, Lancia had weathered the storm and was ready to continue its success with new models, much like the groundbreaking Lambda of previous years.
Carrozzeria Boneschi continued to make its mark at the Milan Motor Show throughout the decade. At the 1934 edition, which was dedicated to the theme of aerodynamics, Boneschi showcased a Lancia Astura cabriolet. The car embodied the firm’s dedication to superior craftsmanship and relentless pursuit of innovation, earning widespread acclaim from both the public and critics alike.
In 1935, Boneschi demonstrated its entrepreneurial spirit with the production of a special series of vehicles for the Red Cross. These motorized ambulances, commissioned as part of a supply agreement with the Italian Army, represented an entirely new direction for the coachbuilder. While military ambulances had first appeared during the 1911 Libyan campaign; manufactured by Fiat; this sector was still relatively uncharted territory for most carrozzieri. Boneschi’s foray into this niche not only diversified its portfolio but also laid the groundwork for an important new chapter in the company’s post-war history.
Despite these innovations, the bodying of Lancia chassis remained the cornerstone of Carrozzeria Boneschi’s business throughout the 1930s. The firm’s ability to balance traditional craftsmanship with forward-thinking design ensured its continued success, even as the world edged closer to the turbulence of World War II.
World War II and the Death of Giovanni Boneschi
Before the outbreak of World War II disrupted the automotive industry, Carrozzeria Boneschi reached a significant milestone with the creation of a sportier, production-based car: the The Lancia Aprilia Leggerissima Gran Sport by Boneschi. This sleek, aerodynamic berlinetta featured a lightweight alloy body mounted on the chassis of the innovative Lancia Aprilia. One of its most notable design elements was the seamless integration of the mudguards into the bodywork, showcasing Boneschi’s commitment to both aesthetics and functionality.
When Italy entered the war, Carrozzeria Boneschi quickly pivoted to military production. The factory began manufacturing searchlights for anti-aircraft units, a shift that helped the company stay afloat during the tumultuous years of conflict.
However, disaster struck in August 1943 when the factory was hit directly during an air raid and completely destroyed. The damage was catastrophic, leaving the once-thriving workshop in ruins. By the time World War II ended in 1945, Italy lay in ruins, its cities and industries severely impacted by the war. Yet, the people, including Giovanni Boneschi, were filled with a renewed determination to rebuild their lives.
Despite the immense challenges, Giovanni Boneschi found the strength to restart his business. With unwavering resolve, he began reconstructing his workshop, drawing on his years of experience and relentless drive. The new facility was located at 19 Via Giacosa in Milan.
By 1946, Carrozzeria Boneschi was back in production, and new bodies were being crafted once again. Giovanni Boneschi had brought his dream back to life for a second time. However, the hardships of the war and the subsequent rebuilding effort had taken a significant toll on his health. Tragically, he passed away from a heart attack on November 16, 1946, just as his business was beginning to rise from the ashes.
The Post-War Period and the Golden Age of Italian Coachbuilding
Giovanni Boneschi left behind a modern, well-established company that was in a strong position to rebuild and continue its legacy. Following his death, Carrozzeria Boneschi quickly resumed its rightful place among Italy’s most renowned coachbuilders. Under the leadership of Bruno Pezzaglia, who had joined the company at a young age in 1924 and risen through the ranks over the years, the business returned to crafting luxury motor cars. Staying true to the vision of its founder, the company remained flexible, always ready to adapt to emerging trends and new demands in the rapidly evolving automotive industry.
In the aftermath of the war, the Italian automotive industry was largely focused on maintaining and repairing the existing car fleet. As a result, many companies were restricted to reintroducing pre-war models with minor updates. During this period, Lancia revived the Aprilia and the Ardea, Fiat brought back the 500, 1100, and 1500, and Alfa Romeo reintroduced the prestigious 2500. While these cars were familiar to enthusiasts, they were now somewhat outdated in terms of design. It was a time for rebuilding and innovation, and only the coachbuilders, with their special creations, could foresee and embrace the new design directions that would later influence mass-produced vehicles.
In the early post-war years, car manufacturers were eager to showcase their new creations. The last Italian Motor Show before the war took place at Milan’s Palazzo dello Sport in 1937. In 1938, in protest of government policies, the country’s car industry refused to organize a Motor Show. Then, the war further stifled any such events. As the country recovered, the first post-war Motor Show was held in Turin from September 15th to 26th, 1948, at the Palazzo Esposizioni. During this period, the Concours d’Elegance also flourished.
In 1947, Milan hosted the first Italian Coachbuilding Exhibition (Mostra della Carrozzeria Italiana) at the Palazzo dell’Arte. Carrozzeria Boneschi, a regular exhibitor before the war, was one of the stars of these post-war events. The company won first prize at the 1946 Turin Concours d’Elegance for its four-seater Fiat 1100, a notable achievement for the brand. By this time, the factory was back in full production, and Boneschi was creating cars with avant-garde, aerodynamic lines, including rounded mudguards that were seamlessly integrated with the body. The company also received significant government orders to build official cars for the Prime Minister’s Office, which were based on Alfa Romeo chassis.
In addition to the Alfa Romeo-bodied cars, Carrozzeria Boneschi also worked on the prestigious Isotta Fraschini Monterosa 8C. Although Isotta Fraschini had not produced cars for years, the company made an attempt to re-enter the luxury car market after the war. The Monterosa 8C was a luxury automobile with prototypes equipped with a rear-mounted V8 engine. Despite the strong interest both in Italy and abroad, the Monterosa never made it to full production.
Similarly, another Milan-based automaker, Bianchi, tried to make a comeback in the late 1940s with several prototype cars. Boneschi was involved in this project too, though, like the Monterosa, the Bianchi models never reached production.
The Italian car industry was in a period of intense activity during the early post-war years. New marques were emerging while established brands sought to regain their previous prominence. While some new ventures succeeded, many others failed. 1950 marked a significant milestone for the national car industry, as the number of cars in circulation reached 500,000. It also saw the launch of three iconic models that would shape the future of Italian coachbuilding.
The first of these models, the Fiat 1400, debuted at the Geneva Show in March 1950. It was Fiat’s first car to feature a unitized body instead of a traditional frame. The 1400 was aimed at the mid-range market, offering strength, space, and understated elegance. Based on this chassis, Boneschi created the Gazzella and the Super Cabriolet, winner of several concours d’elegance prized. The second major release of the year was the Lancia Aurelia, introduced in May at the Turin Motor Show. Known for its modern design, the Aurelia was an elegant and refined model that captivated luxury car enthusiasts. Several Aurelias were made, among them one-off B50 , and a second dubbed “Easy”.
The third major release of 1950 was the Alfa Romeo 1900, unveiled at the Paris Show after a brief public preview in the streets of Valentino Park. This new model, which was fitted with a temporary body for the unveiling, would go on to become a staple of Alfa Romeo’s lineup. These three models – the Fiat 1400, Lancia Aurelia, and Alfa Romeo 1900 – would serve as the foundation for many special versions and one-off creations during the 1950s, representing the epitome of post-war Italian luxury cars.
The introduction of unitized bodywork in cars marked the end of traditional chassis construction and the decline of one-off specials. This shift significantly transformed the role of the carrozziere, as the post-war Italian automotive industry rapidly adapted to mass production. The most forward-thinking coachbuilders embraced this change, offering limited editions of popular models. Others, less equipped to adapt, continued producing more traditional customizations, such as two-tone paint jobs, to remain viable.
At this time the demand for cars in Italy soared, and long waiting lists became common. To meet this demand, coachbuilders like Boneschi bought mass-produced cars and customized them, offering customers a quicker alternative to waiting for new models. Boneschi worked on cars like the Fiat 600 Elaborata and Fiat 1900 Gran Luce, enhancing them with luxury features. These customizations allowed buyers to own a unique, high-end vehicle without the wait, catering to a growing market for exclusivity and speed in a rapidly evolving market.
Diversification: Armoured and Advertising Vehicles
In the early Fifties, Carrozzeria Boneschi made a strategic move that would shape its future – it diversified its production. This was a clever and timely decision, as the company began producing not only its famed special vehicles, but also advertising vehicles, buses, and lorries.
Advertising vehicles, in particular, became a phenomenon in post-war Italy. With the country’s economy growing, Italians were enjoying a higher standard of living and a newfound appetite for consumption. To meet this demand, brands needed to get their messages across in creative and eye-catching ways. Traditional advertising was no longer enough to stand out. Boneschi responded to this need by crafting unique vehicles that carried advertisements in highly visible, dynamic ways. These vehicles, often taking the most unconventional shapes, were seen throughout Italy, especially during major events like the Giro d’Italia. They became a familiar part of the landscape during the Fifties and Sixties. However, with the rise of television commercials, the golden age of these advertising vehicles began to wane.
Despite this decline, Boneschi learned valuable lessons in design and innovation from these projects. By the mid-1950s, they had already developed a new concept: the extendible vehicle. This concept revolutionized the use of space in vehicles. By allowing a vehicle to expand when stationary, Boneschi opened the door to a wide range of applications. Over the years, the company produced mobile showrooms, radio and TV stations, blood transfusion units, X-ray units, cinemas, schools, military command vehicles, and many other specialty vehicles to meet various needs.
Another major milestone for Boneschi came in the late Fifties, following a famous Italian crime. In February 1958, a gang of thieves staged a road accident and stole a van belonging to the Banca Popolare. The robbery caused an uproar, and the public’s demand for more secure transportation grew. Boneschi quickly responded by creating an innovative security vehicle. Unveiled at the 40th Milan Motor Show, the van was dubbed the “anti-Osoppo” van, in reference to the infamous heist. This armored vehicle featured a single piece of tempered steel armor, a double-opening security compartment, a radiotelephone, and a camera to film money deliveries. It attracted immediate attention, both for its design and its response to a pressing societal need.
This armored vehicle marked the beginning of Boneschi’s involvement in the armoured vehicle market. By the early 1970s, during Italy’s “anni di piombo” (the “years of lead”), a period of political unrest, Boneschi had become a well-established name in armoured vehicles, meeting the rising demand for security and protection during those turbulent times.
The 60s: Years of Innovation and Courage
The 1960s marked a period of bold innovation and strategic diversification for Carrozzeria Boneschi. While the company’s legacy of building bodies for cars, ambulances, and medical vehicles remained central to its identity, the company recognized the need to evolve alongside the rapidly changing automotive industry. The mass production of cars and the surge in model variety had shifted the role of the carrozziere towards prototyping and the creation of limited-production vehicles, and Boneschi embraced this transformation with vigor.
One notable project from this era was the prototype for a compact utility passenger car commissioned by Innocenti, famous for the Lambretta scooter. Innocenti sought to enter the car market and, after studying the best path forward, turned to Boneschi for a design based on the German-made Goggomobil chassis. The Goggomobil, produced by Hans Glas Isaria, was a tiny city car powered by a 600 or 700 cm³ engine. While Innocenti eventually chose to license the British BMC A40, the Boneschi prototype demonstrated the company’s skill in crafting innovative solutions that could meet the needs of evolving markets.
Boneschi’s role in the Sixties was not confined to building prototypes. The company became a significant player in experimental design, producing several important vehicles that shaped the future of automotive styling. Bruno Pezzaglia, argued that traditional car designs had reached their peak and that aerodynamics could be achieved through new, unconventional lines rather than relying on outdated forms. This philosophy guided the company’s designs and led to a departure from the rounded, familiar shapes of the time. Instead, Boneschi started working with designer Rodolfo Bonetto, introducing cars with sharp, angular lines that were inspired by the clean, modernist aesthetic of industrial design; what they called “Linea Tesa” or “knife-edged” lines. This bold design language was first showcased at the 1960 Turin Motor Show, with the Fiat 2100 where it drew attention for its simplicity and honesty. Many other concept cars with this design language followed, such as the Fiat 1500 Spider, the Lancia Flaminia Amalfi, the Alfa Romeo 2000 Sprint Coupé, the Maserati 3500 GT Tight and the Alfa Romeo 2600 Cabriolet Studionove.
Boneschi wasn’t the only coachbuilder to give Bonetto the opportunity to bring his Linea Tesa design language to life. In 1961, Carrozzeria Viotti also unveiled the Fiat 1500, a car designed by Bonetto himself.
The press release for this new design emphasized its minimalism and functionality, rejecting unnecessary decorative elements like fake air intakes and fins. Boneschi’s approach was rooted in a belief that vehicles should be well-proportioned, easy to manufacture, and simple yet striking in appearance. The public response was divided, with some enamored by the avant-garde form, while others were less impressed. Despite mixed reactions, Boneschi’s radical designs influenced the automotive industry, and many of the company’s ideas would be adopted by car manufacturers in the years that followed.
The company’s design innovation did not stop with aesthetics. In 1968, Boneschi introduced the Lifecar, a special ambulance featuring a reanimation unit, demonstrating the company’s ongoing commitment to medical vehicle production. This was just one example of Boneschi’s ability to leverage its expertise in specialized vehicles during a time of economic uncertainty and growing industrial challenges.
As the company continued to expand, its operations moved to a larger, state-of-the-art factory in Cambiago, located along the Milan-Venice motorway. This new facility marked a new chapter for Boneschi, allowing the company to scale up its industrial coachbuilding operations while maintaining its reputation for innovation and craftsmanship. By the end of the decade, Boneschi had solidified its place as a leader in both automotive design and specialized vehicle production.
The Decline
The 1970s marked a challenging period for the automotive world, with the 1973 oil crisis casting long shadows over the industry. Rising fuel costs and changing societal attitudes towards car usage, exemplified by the introduction of car-free Sundays, forced manufacturers to rethink the role of the motor car. For Carrozzeria Boneschi, this was a time of significant adaptation, but also a slow decline in the face of global changes.
In 1972, in response to the shifting landscape, Boneschi’s technical office developed a breakthrough technique for bending armoured glass, allowing the company to produce armoured vehicles that looked just like standard production cars. This innovation helped sustain the company through difficult times, and the production of armoured cars steadily grew to become one of Boneschi’s key specialties.
As the 1980s arrived, the car market began to recover, but the changes in the industry were profound. Boneschi, ever the innovator, continued to focus on niche markets, such as armoured vehicles, medical vehicles, and extendible bodies, while still staying true to its roots in designing and building bespoke motor car bodies. A notable example was the Lancia Thema coupé prototype, a car built on a production chassis, and the 1988 Fiat Panda 4×4 “African” prototype, which appealed to younger buyers with its fun, open-top design tailored for adventure and nature enthusiasts.
Despite these efforts, Carrozzeria Boneschi found itself struggling to stay afloat in an increasingly competitive and industrialized market. In time, the company was acquired by Carrozzeria Savio, a Turin-based company that had faced similar challenges. Boneschi’s historic production plant in Cambiago was eventually sold in 2006, followed by the sale of the Turin facility. By this point, Boneschi’s once-thriving business had shifted primarily to specialized sectors, such as healthcare, commercial and protected vehicle fittings (including the VM90 armoured vehicle on an IVECO chassis), and the railway industry.
The end of an era came when the Germatex plant in Atessa, the company’s last remaining production site, was sold due to its diminishing workload. While Carrozzeria Boneschi’s iconic vehicles may no longer be a mainstay in the automotive world, its legacy of innovation and craftsmanship in specialized vehicle production remains a testament to the company’s enduring spirit.
