Books Reviews


Turin and the art of coachbuilders (1946-1980)

First of all Massimo Porta is an “old” friend: I met him during the army service – 45 year ago more or less – and we did many things together. For this reason, I can talk about his book “Turin and the art of coachbuilders (1946-1980)” without any fear of being biased. Massimo Porta is neither a writer nor a designer and he has never worked in an automotive company. In...

Dallara – It’s a beautiful story

Dallara
Cesare Fiorio, Frank Williams, Mario Andretti, Jean Todt (and other racing drivers and managers) describe not one but several beautiful stories, all of them referring to Giampaolo Dallara. Frank Williams (several Formula 1’s world championship winner) thinks that Giampaolo Dallara is very similar to his technical director (“He’s a Patrick Head-type of engineer to whom the fundamentals of physics...

Enzo Ferrari: Power, Politics and the Making of an Automobile Empire

Enzo Ferrari: Power, Politics and the Making of an Automobile Empire
Among the merits of this book there is the description of Enzo Ferrari during his first forty years, before he became the most acclaimed, successful (and published) car manufacturer in the world. The Luca Dal Monte‘s description (enriched even thanks to the memories of Franco Gozzi, who was thirty years at the side of the Drake) is enlightening: Enzo Ferrari is a person with an intelligence out...

Remember those great Volkswagen ads?

Remember those great Volkswagen ads?
In 1959 Volkswagen was at a turning point: in the previous year it sold 150,000 Beetles in the USA, dangerously approaching the maximum result obtainable through the word-of-mouth among customers. To avoid the stagnating sales the choice is only one: to develop an advertising campaign. The DDB won the selection among 400 advertisers,until then the DDB had advertised department stores, (Israeli) airlines,...