Service Categories: Events, Public Relations, Content Creation

Who Is Automobili Pinifarina?

Automobili Pininfarina has its roots in the famed coachbuilder and design firm Pininfarina SpA. Having worked with Maserati, Lancia, Peugeot, Ferrari and other luxury performance OEMs for decades, Pininfarina decided to construct automobiles entirely of its own creation. Automobili Pininfarina was created to embrace the DNA of its iconic history while building zero-emission hypercars firmly focused on the future that push the absolute limits of performance and luxury. Its first vehicle, the Pininfarina Battista, began production in 2022 and was quickly followed by other ground-breaking models.

The Challenge

Automobili Pininfarina is widely recognized among hardcore automotive enthusiasts as one of the most historically significant design houses in Europe, but the spinoff brand Automobili Pininfarina and its radical all electric hypercars were new to the automotive space. The challenge was drastically increasing Automobili Pininfarina’s visibility, building on the heritage of its design house roots while differentiating the new EV car manufacturer startup side of the business and introducing its innovative and highly capable models to the North American market. All of it had to be done with the high level of sophistication and luxury that the Italian brand is known for.

Our Strategy

To spread brand awareness of Automobili Pininfarina and its products, we capitalized on the massive media and public interest surrounding Monterey Car Week. In 2023, we organized an exclusive individualized test drive experience for select top-tier journalists at a luxury Malibu estate the week before the event. We then supported and coordinated the launch of Automobili Pininfarina’s latest models during Monterey Car Week’s two premier events, The Quail, A Motorsports Gathering and the Pebble Beach Concours d’Elegance in 2023 and 2024. For all the activations, our events team was on-site to lend critical management expertise. Our public relations specialists ensured the right journalists and influencers attended each event to maximize coverage. The multi-pronged approach also included our content team, who captured stunning photography and videos for the client and media use.

Key Steps Taken

• Curated an exclusive media list of top-tier creators and journalists for the Malibu and Monterey Car Week events.
• Handled logistics, run of show, guest check-in, set up and provided on-site support with multiple team members for all Monterey Car Week and Malibu activations.
• Sourced and coordinated with various external vendors such as caterers, audio specialists and stage constructors to ensure all activations ran smoothly.
• Conducted pre-event site visits of facilities to coordinate more complicated activation elements.
• Provided on-site event management and support staff to ensure all events ran smoothly.
• Crafted pre-event press releases and performed personalized media outreach before and after all events to maximize coverage.
• Designed eye-catching visuals and graphics for signage and incorporation into presentations during the event.
• Captured high-quality photography and video during all events for use by Automobili Pininfarina and the media.

The Results

The successful execution of the Malibu event was an ideal way to introduce Automobili Pininfarina and its advanced creations to select media members in an ultra-luxurious setting. Following that well-received launch, flawlessly run activations at The Quail, A Motorsports Gathering and the Pebble Beach Concours d’Elegance during Monterey Car Week introduced the marque with a high level of sophistication and luxury to an even broader media and consumer audience. Significantly adding to the buzz and positivity around Automobili Pininfarina was extensive media coverage of the events and vehicle introductions that reached over 200 million followers and visitors in the first year alone.