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TEXT: MIROSLAVA SRDÍNKOVÁ
What do you think is the key ability of a great designer?
The ability to create a vision, clearly explain it to your team, and inspire those around you to do their best work. That’s the foundation. When designing for Pininfarina, you can’t afford mistakes. The expectations from critics and customers are enormous. Pininfarina stands for perfection—clean design, harmony between aesthetics and function. Every new model must be not only beautiful but also innovative.
That sounds like a big challenge—and a lot of pressure…
Absolutely. I consider myself lucky, but I won’t deny it’s extremely demanding. However, when we get feedback from customers, the pressure eases a bit. But without risk, there’s no innovation. You can’t push boundaries if you stay in your comfort zone. I don’t think I’m the best in the world at what I do, but I’m here, and I surround myself with the best people—even better than me—so we can achieve the maximum together. We live in the present, but everything we do is for the future. Every single moment. There’s no time to slow down.
Which of your projects so far are you most proud of?
My work isn’t just about designing a specific car—it’s about creating the design DNA for Automobili Pininfarina’s future. You can already see my imprint on the PURA Vision and B95. That said, as I mentioned, my work is all about collaboration. Without the professionals around me, I could never design these cars alone. But if I had to pick, I’m especially proud of the PURA Vision. That car really grew on me. And the B95 is its natural successor. After creating the PURA Vision, we can develop more models inspired by it—and make them even better. I’m already excited about the next project.
Pininfarina isn’t shy about embracing luxury, is it?
No, our goal isn’t just to make cars—we want to define ourselves as a luxury brand and do much more. In 20 years, we might offer yachts, planes, helicopters, motorcycles, fashion, clothing, phones… We want to bring true Italian style to the luxury market.
How would you describe the relationship between Pininfarina and its customers? What emotion do you want them to feel as owners?
We want our customers to feel proud to own a Pininfarina. The company has an incredible legacy—one of the greatest. Pininfarina S.p.A. doesn’t just design cars but also boats, architecture, industrial design, bicycles… Now, with our standalone automotive division, Automobili Pininfarina, we can offer products that make customers feel part of an exclusive community of collectors and true luxury connoisseurs.
Most luxury car brands produce huge volumes. We want to create real luxury—highly collectible, exclusive cars with exceptional craftsmanship and hand-built quality. And we want to preserve that exclusivity. If we expand too much, we’d still be a luxury brand—but not a truly luxury one.
We also want our customers to feel emotionally connected to their cars. When you buy a Pininfarina, you’re buying something you’ll treasure like family silver—something you’ll pass down as a valuable heirloom. It’s a lasting legacy. You might buy another car someday, but you’ll keep your Pininfarina because you won’t have the heart to let go of something so rare.
How do you handle the pressure of knowing every decision you make affects the global reputation of such an iconic brand?
The responsibility is enormous, and my design team and I are fully aware of it. But we believe positive energy can help us achieve our goals. We also remind ourselves that “good enough” isn’t enough. Patience is essential, and that requires support from the entire company. The synergy between design and engineering is crucial.
We maintain close relationships with our clients to ensure we meet their expectations. Personally, I focus on understanding what needs to be done, making key decisions, and trusting my team’s expertise. We always strive to do our best and keep improving.
One technique I use is asking the creative team to sketch even the “ugly” or “bad” ideas early in the process. This helps eliminate 50% of potential mistakes and ensures our designs align with our vision. My role is to communicate clearly and keep everyone aligned.
What personal philosophy helps you lead Pininfarina’s design direction?
Pininfarina is the pinnacle of automotive design—a royal family of creators who’ve designed the most beautiful icons on (and off) four wheels for 95 years. Working here is a dream come true—not just a job but a life mission. As an Italian from Turin, I’m proud to design for this brand.
I’ve had a great career, giving my all at every step and enjoying every moment. But making mistakes, taking risks, and learning from them have been key to my journey. Curiosity and hard work have always driven me.
My philosophy is balancing design elements to create timeless beauty defined by simplicity. That’s my vision—and my mantra.
What guides you when making tough decisions?
You have to have a goal. I started as a technician, studied design, worked multiple jobs to pay for school, and never gave up. I’ve worked for Fiat, Giugiaro at Italdesign, OEM manufacturers, VW Group, Jaguar Land Rover, and NIO. But being Chief Design Officer for Automobili Pininfarina in Italy is extraordinary.
As a board member, I help the team see the business case from different angles and anticipate problems. I’ve also gained incredible insight into finance, product strategy, and branding. I’m always learning and communicating with executives. Over the past three years, we’ve built an amazing rapport—it’s like we share one mind.
I listen to feedback and question my own intuition before doubting others. Ultimately, the decision is mine, and sometimes I take risks to shield the team from stress. I analyze situations rationally, prioritizing what’s critical. Early in my career at VW, I learned a triage technique—sorting issues by urgency, like in an ER.
Where do you find inspiration?
study successful brands and adapt their strategies for our needs, constantly innovating our creative process. Of course, I need the best talent—and I’m lucky to have it. Despite our small size, we’re so motivated it feels like we’re twice as big.
In less than six years, we’ve launched the Battista, its derivatives, the B95 (America’s first one-off electric hypercar), and the PURA Vision concept. There’s much more to come—we’re shaping the future and can’t wait to show the world. The secret ingredient? Passion. And I have plenty.
Who or what has influenced your professional approach?
I’ve been fortunate to learn from everyone. My father taught me the Italian saying “Impara l’arte e mettila da parte”—take others’ secrets and make them your own. My curiosity led me to ask how things worked and figure them out myself, helping me communicate better with engineers, product teams, and marketers.
I’ve also had incredible mentors like Giorgetto Giugiaro and Walter de Silva. Colleagues like Chris Bangle and Flavio Manzoni inspired me too, but I also look beyond automotive design—to architects like Bjarke Ingels and Zaha Hadid, or athletes like Cristiano Ronaldo. Their discipline and dedication fascinate me. If you want to excel, there’s no rest.
Music inspires me across genres. And one of my dreams is to become a Hollywood designer like Daniel Simon, my all-time favorite. I spent nights sketching, studying his books to improve. And, of course, nature is an endless source of inspiration.
How is luxury car design evolving, and how is Pininfarina adapting?
Luxury is a unique world—it lets artists and designers express themselves fully. But it’s also highly competitive. Automobili Pininfarina aims to establish itself as a luxury brand first, not just a carmaker. The potential is endless, and we’re just getting started!
We dream of making Pininfarina a true luxury creator in a demanding market—offering experiences, not just products. The Battista is exceptional: the first Pininfarina with its own badge, the first electric car recognized as beautiful despite being electric. It won the Design Award at Concorso d’Eleganza Villa d’Este 2021 and others. It’s the most powerful Italian car ever, hand-built in Cambiano, Pininfarina’s original home.
Our clients buy a unique experience with authentic Italian flair. We’re the first inclusive luxury brand creating a true club of connoisseurs. In the future, we’ll craft timeless, low-volume artworks on wheels to preserve rarity. Of course, we’re working on other luxury products—different from the Battista and B95 in price and volume. Building this brand will take years, but we have the passion and determination.
What car do you drive, Dave?
Great question! I’m a passionate car and design lover, and I appreciate cars from many segments. Budget dictates choices, but I’ve been lucky to own several. The Mini Cooper R52 holds a special place—my first self-bought car.
Now, like many designers, I’ve fallen for youngtimers. My weekend car is a first-gen Audi R8 V8. If money were no object, my list would be long. My all-time favorite? The 1959 Ferrari 250 SWB—unbelievable elegance, sportiness, and purity. The Ferrari Testarossa, Porsche 964 Turbo, F40, 360 Modena, Monza SP1/SP2, Citroën DS Squalo, Fiat 500, and Giugiaro’s Lamborghini Gallardo are all dear to me. I could name many Gandini designs, like the Lamborghini Miura. And of course, Pininfarina’s cars are in my dream garage. If I could, the Battista and B95 would top my list—collectible, thrilling, historically significant, and cars I helped create!
A Pininfarina model for a Czech client at the brand’s showroom in Čeladná
Dave Amantea was appointed Chief Design Officer of Automobili Pininfarina in January 2022, having joined in November 2018. His role bridges creativity and business, shaping the brand’s vision, design identity, and future strategy. He refines design processes daily with his multifunctional team while tracking industry trends.
The charismatic Italian has worked for Fiat Group, VW Group, JLR in the UK, and NIO in Germany. For him, Pininfarina is a dream come true. On February 5, 2025, in Prague, he proudly presented three Pininfarina models and answered journalists’ questions.
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