Michael Robinson

Michael Vernon Robinson, born on May 2, 1956, in Whittier, California, is a renowned American automotive designer. He is currently the CEO and Design Director of ED Design Srl, based in Rivoli (TO). His career has been marked by numerous significant contributions to the automotive design world, having worked for prestigious brands such as Fiat, Lancia, Bertone, and Ford. Robinson has had a profound impact with concept cars and iconic vehicles, including the Fiat Bravo/Brava, the Lancia Thesis, the Bertone Alfa Romeo Pandion, and the Jaguar B99, along with projects for BAIC and Aston Martin.

Robinson’s passion for automotive design began at the age of 16 when, while studying architecture in Kent, Washington, he was struck by the Lancia Stratos Prototipo Zero by Bertone, a concept car that changed his perspective on design. He decided to leave architecture and pursue a career in automotive design in Italy, where he could work with the best in the industry. After completing his studies in Fine Arts and Industrial Design at the University of Washington, Robinson moved to Europe, starting his career at Ford and later at Ghia. There, he designed the Ford Ghia Vignale TSX-4, which would become the precursor to the Ford Taurus.

Over the years, Robinson worked with several prestigious brands, taking on leadership roles such as Design Director at Fiat and Lancia. He was responsible for major projects like the Lancia Dialogos, a futuristic car that evolved into the Lancia Thesis, and the Lancia Ypsilon. During his time at Bertone, he designed the Pandion and the Jaguar B99, which represent two opposite sides of automotive design, from radical to sophisticated. After Bertone’s closure in 2014, Robinson founded ED Design, continuing to create innovative vehicles, including the Senova D60 Aero, which was showcased at the Beijing Auto Show.

Beyond his career as a designer, Robinson is also an expert in “Experiential Design,” a philosophy that focuses on creating experiences rather than mere objects, anticipating the evolution of automotive design in the digital age. With a vision centered around autonomous vehicles, Robinson explores how digital technology will change our relationship with cars.