The iconic Frua brand, synonymous with the golden age of Italian car design, is being revived by Ericsson Automobile, a Swiss-based licensor of automotive heritage brands. This ambitious revival aims to honor the legacy of Pietro Frua (1913–1983), one of Italy’s most influential designer and coachbuilder whose work shaped automotive aesthetics from the rounded curves of the 1950s to the angular precision of the 1960s.
The initial announcement of Frua’s revival came in August 2024 during the prestigious Pebble Beach Concours d’Elegance in California. At the event, Ove Ericsson, founder and CEO of Ericsson Automobile, revealed plans to create a one-off Frua car inspired by the extensive collection within the Archivio Pietro Frua, located in Turin. The archive holds more than 600 original designs, embodying a significant piece of Italian cultural heritage.
“This collection is a stunning archive of automotive art and a testament to Italy’s rich design history,” said Ove Ericsson at the event. The decision to bring the Frua brand back to life highlights the enduring appeal of Pietro Frua’s creations, which set standards for aesthetic innovation and craftsmanship in automotive design.
Building on this momentum, Ericsson Automobile has now opened the Archivio Pietro Frua in Grugliasco, Turin. The archive serves as a dedicated space to celebrate and preserve Frua’s legacy, offering access to collectors, institutions, car companies, and dedicated media. During the opening ceremony, attended by industry leaders and local dignitaries, Ove Ericsson emphasized the archive’s purpose: to reinvigorate the automotive landscape by injecting heritage and design excellence into modern projects.
“Archivio Pietro Frua is a real passion project for us. As the automotive industry continues to evolve, it is crucial to draw inspiration from iconic designers who shaped the past,” said Ericsson. “We are exploring business models that leverage heritage through licensing and are actively seeking additional investment to further develop our activities.”
With the revival of the Frua brand and the establishment of the archive, Ericsson Automobile aims to blend tradition with modern innovation, providing a source of inspiration for contemporary automotive design. As the industry continues to transform, Frua’s legacy promises to remain a touchstone of Italian craftsmanship and visionary creativity.
