Mahindra launches new luxury EV brand Automobili Pininfarina

Pininfarina logo

A bespoke, all-electric hypercar will be launched under the Pininfarina name and badge, owner Mahindra has revealed. "It will be an innovative and pioneering product powered by high technology", he said. Meanwhile, 0-300 kmph will be achievable in 12 seconds, while the top speed will be over 400 kmph. He said it will combine "power, beauty and high-end EV technology". The design and development of electric and hybrid powertrain of Pininfarina also enables M&M to remain abreast with the changes in cleaner vehicles for future. It will reportedly use technology developed by Rimac as well as Mahindra's Formula E team, and like the H2 Speed only a few examples of the new auto will be built. The other two will be rivals for the Porsche Cayenne and Porsche Macan.

"We believe that this is the ideal time to launch Automobili Pininfarina, given Mahindra's growing EV expertise from our participation in Formula E racing where we are now second in the constructors' and drivers' championships, and Pininfarina's design expertise that will allow us to develop stylish, extreme-performance, electric vehicles for global markets", said Pawan Goenka, Managing Director, Mahindra & Mahindra.

Placed in charge of Automobili Pininfarina is Michael Perschke, who previously headed Audi in India and had stints at Volvo and NEVS.

Establishing Automobili Pininfarina as a leading sustainable luxury brand is our strategic vision and will be a dream come true.

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Pininfarina's new vehicle brand comes after chairman Paolo Pininfarina said at the recent Geneva motor show that he hoped the dream of his grandfather, company founder Battista Farina, to build cars would "come true in the not distant future". He will be joined by Per Svantesson as Chief Operating Officer.

As a sign of this big step, Mahindra Racing will be wearing Pininfarina colours at the Rome e-Prix on the M4 Electro. It's a powerful combination.

With operations based in Europe, the new Pininfarina car-making firm will work independently of its parent's EV division, Mahindra Electric, in a conscious bid to create an all-new eco-system and culture that is required in this fast-paced business. "You will always have cars which are objects of desire".

The whole project will be limited to no more than 100 cars, and expect to pay just under €2million a pop. It is not hard to see what the next step should be.

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