Ferrari's car designer on the future of motoring elegance

Paolo Pininfarina, head of the design company behind many great Ferraris, believes success lies in innovation

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Automotive styling is still at the roots of what we do and it's a distinct and very complex discipline. But the process also has much in common with the creation of other products. If you can design a car well, why not a yacht, a crane or even a skyscraper? My family's approach to design has evolved with every generation – my grandfather was an entrepreneur and visionary, my father was an engineer and I'm more of a car designer by trade. Every generation sees you refining the house style.

Fortunately for us, car design around the world is getting worse. Every year I look around the Geneva motor show and find that very few car companies can pull off elegance. It seems that to sell a car these days, you have to do something crazy or a bit aggressive and I am always happy to get back to the Pininfarina stand.

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