Cadillac


THE CASE OF SAAB AUTOMOBILE AB – From core capabilities into core rigidities – A trajectory towards demise (Second Part)

THE FIRST PART GM‘s decision to develop products for a wider market (thus losing appeal in the eyes of historical customers) and inconsistent industrial choices (“sometimes it seemed that everything had to be produced in Rüsselsheim, other times in Trollhättan, even Opel cars”) lead to an inevitable decline in sales. Only the collapse recorded in 1996 (90,000 cars) convinced the Americans...

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...

Bertone, the epilogue of the last coachbuilder

Logo Bertone
It took little more than 100 years (102 to be exact) for a trademark, symbol of the design, to be smashed up in pieces. This is the perfect example of how a generational shift is important in a company. No school, university or a master can ever transmit passion, tradition and pride. Personally, I learned the news of the failure of this company symbol and its auction “of what is left” with...