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TOTAL LICENSING
Whether
it’s four
wheels or
two, there’s
nothing
Automobili Italiani
quite as
Cars and bikes, as we know them to- Romeo and Maserati, all have played try in Italy was not confined to two
stylish as an
day, are really the product of decades a major part in creating autos for wheels. Ducati bikes first appeared as
of innovation, coupled with trial and the luxury end of the market. Add long ago as 1926 and the 1940s saw
Italian auto
error. Automobile production, around the launch of the Vespa, seen by many
brand.
the world, has grown from small as the two-wheeled equivalent of the
companies making ‘class-less’ Mini.
so-called horseless Of course, many
carriages to interna- of the glamourous
tional corporations and coveted names
that mass-produce that we see today,
automobiles for had their roots in
consumers. other industries.
Auto manufactur- For example, Fer-
ers have, of course, rucio Lamborghini
come and gone was a hugely suc-
over the last cen- cessful manufacturer
tury or so. But whilst of tractors before he
today’s major car man- began to create award-
ufacturers from, say, the United States
legendary names like Pininfarina and
winning cars.
or Japan produce millions of cars
the style and sheer elegance of Ital-
Today, bringing the story right up to
each year, no country has ever really
ian auto brands puts them head and
date, these same Italian auto manu-
matched the style and admiration that
shoulders above most others.
facturers are leveraging the equity of
surrounds the Italian car industry.
Of course, way back in the 15
th
cen-
their extraordinary brands through
Few would doubt that Italian-de-
tury, Leonardo da Vinci set the stage
innovative licensing programs cover-
signed cars are the envy of the world.
in Italy for the auto industry when
ing a wide variety of product lines.
From Ferrari and Lamborghini to Alfa
he envisioned possibilities for pow-
er-driven vehicles. In fact, da Vinci is
Ferrari
credited with inventing a number of
One of largest licensing programs
products used in auto manufacturing,
surrounding an Italian auto brand is
such as a jack for changing a tire and
that of Ferrari.
roller bearings are extremely similar
It is sixty years since Enzo Ferrari
to those used by cars today and me-
first started producing cars with his
chanical transmissions, i.e. the gear
name. Since 1947 the famous Marque
system used in everything from ten-
has become synonymous with pio-
speeds to automobiles.
neering technical innovation coupled
However, it wasn’t until 1886 that
with stunning design. The “Ferrari
Gottlieb Daimler and Karl Benz at-
60 Relay” celebration tour began in
tached motors to tricycles and auto-
Abu Dhabi in January this year and
mobiles, building what are regarded
will traverse fifty countries before
as the first modern cars in 1885 and
concluding at the home of Ferrari in
1886.
Maranello, Italy on June 23rd.
A few short years later, in 1899, Fiat
Accompanying the tour will be a spe-
(Fabrica Italiana Automobili Torino)
cially commissioned baton adorned
was founded, followed by Lancia and
with 60 badges symbolising the most
Alfa Romeo in 1906 and Maserati in
extraordinary events in the Com-
1914. Twenty-five years later Ferrari
pany’s 60-year history, from its first
burst onto the scene followed, in
success at the Rome Grand Prix in
1963 by relative newcomer, Lam-
1947 - through to the Ferrari FXX
borghini.
Programme of 2006.
Of course, the automotive indus-
78
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