Design matters, Pininfarina insists. (WIP).

Sergio Pininfarina, chairman and managing director of the Italian design house that bears his name, doesn't think the decline in the number of automakers worldwide, or the nascent move to more nationally recognizable designs (i.e., American cars that look American; French cars that look French) pose a problem For his company. That's because he thinks: (1) Design is increasing in importance and (2) the number of different vehicle types is increasing.

"Without an 'aesthetic personality' vehicles won't sell," Pininfarina maintains, "which places pressure on car makers to seek out good design." A standout example, he says, is Renault, because its vehicles are distinctively Renault (and French). And while the Renault visual identity may not have global reach or acceptance, it establishes a form and personality For the company's vehicles, even if the vehicle type is new. Thus, he says, "the customer knows without asking whose car it is, and ties that to [a set of] expectations." Those expectations can be expanded by the new design, which has an effect on how customers view current products. It is the same process automakers use when unveiling concept vehicles. With luck, some of the positive feelings will spill over to the everyday offerings.

Design isn't the only avenue open to Pininfarina these days, nor are European automakers the company's only clients. "We are working much more closely with Asian manufacturers," he says, "but not only in terms of design. Plus, he says, "interest is growing in Ehina, Germany, and the United States, especially as established automakers try to do more with fewer people and facilities." The only catch has been that the company often isn't credited with the work it has done. This, however, doesn't bother Pininfarina. "It is much more important that we remain flexible in order to meet changing needs," he says, "than to claim credit for each and every project. That is the key to our continued survival."