Bertone: 110 years of Italian car design legend - Hypercar GB110 & iconic classics in focus

Introduction: The return of a legend - Bertone makes history again

In the world of automotive design, there are few names that are as deeply anchored in the collective memory as Bertone. Characterized by bold creativity, iconic lines and technical avant-garde, the Italian design house has not only felt the pulse of the times for over a century, but has often determined it itself. Anyone with a passion for automobiles cannot ignore creations such as the Lamborghini Miura, the Lancia Stratos or the visionary concept studies for Alfa Romeo - and it is precisely these that bear the stamp of one man: Nuccio Bertone, who led the brand to international fame.

However, as is so often the case in the world of great legends, the road is not paved with fame and glory alone. An unprecedented rise was followed by a dramatic fall in the early 2010s. The company got into financial difficulties and had to file for insolvency in 2014. This seemingly ended the history of one of the largest Italian design studios - a loss that was widely mourned in the automotive world.

But legends don't die - they just lie dormant. And sometimes they come back stronger than ever. That seems to be the case with Bertone right now. The rights to the name were secured, new management took the helm and the spectacular announcement was made in 2023: Bertone is returning - with a Hypercar. The name: GB110 - a tribute to 110 years of design history, combined with a clear view to the future.

The GB110 is no ordinary comeback vehicle. It is a strictly limited Hypercar with more than 1,100 hp, an uncompromising focus on design and performance - and a unique promise: Sustainability through innovation. The drive is based on a fuel obtained from plastic waste - a strong statement at a time when environmental awareness and high performance must finally come together.

In this blog post, we take a deep dive into the fascinating history of Bertone, shed light on the new chapter surrounding the GB110 and take a look at what this project means for the future of the brand. Has Bertone come to conquer the pinnacle of the Hypercar? Or is it a one-off statement of a glorious past?

One thing is certain: Bertone's return is a talking point in the automotive world. And for good reason. Because with the GB110, the brand has not only succeeded in reviving old values, but also in setting new standards - in an industry that is calling more than ever for vision and character.

Join us on this journey through over 100 years of design art, innovation and passion. Welcome back, Bertone.

Chapter 1: The history of Bertone - from carrozzeria to icon

The history of Bertone is more than just a chronicle of a coachbuilding company - it is a reflection of Italian design culture, automotive history and a unique understanding of aesthetics and technology. It all began in 1912 in the northern Italian city of Turin, when Giovanni Bertone founded a small workshop specializing in the production of carriage bodies. What began as a craft business developed over the following decades into one of the most style-defining studios in the international automotive world.

The real rise began with Nuccio Bertone, the founder's son. He took over the company after the Second World War and gave the company a completely new profile. Under his leadership, Bertone became the creative nucleus of numerous icons. As early as the 1950s, Bertone caused a sensation with designs for Fiat, Alfa Romeo and Abarth. It was the birth of a style that can be described as bold, edgy, progressive - and yet timelessly elegant.

Bertone's major international breakthrough came in the 1960s and 1970s. His collaboration with Lamborghini marked a turning point: the Lamborghini Miura, the first real supercar, was created in 1966 - a revolution in form and technology. Designed by Marcello Gandini (then head designer at Bertone), the vehicle impressed with a wedge-shaped silhouette that is still considered a milestone today.

But Bertone is not just Lamborghini. The Lancia Stratos, an uncompromising rally car, also became a legend under Bertone's leadership. And then there were the futuristic Alfa Romeo BAT models (Berlinetta Aerodinamica Tecnica), which caused a stir at motor shows around the world in the 1950s. These vehicles were not intended for the road, but as an expression of pure aerodynamic and stylistic visions - something that hardly any other design studio dared to do so consistently.

Bertone has always stood for the courage of radical lines and surprising perspectives. Unlike Pininfarina, for example, which was more classic and flowing, Bertone seeks the break, the aha moment in design. This self-image runs through all decades - from the Citroën BX to the Volvo Tundra and the BMW Spicup.

In the 1980s and 1990s, Bertone also became increasingly active as an independent manufacturer, for example with the Bertone Freeclimber. At the same time, design studies were created that today enjoy legendary status among collectors - such as the radical Lamborghini Genesis or the Bertone Mantide.

However, economic problems began with the new millennium. Clients such as Fiat and GM terminate collaborations, and the demand for external coachbuilders shrinks drastically. Insolvency followed in 2014 - a quiet, sad farewell to a loud, creative era.

What remains, however, is a name that stands for more than just beautiful cars. Bertone stands for the ability to think the seemingly impossible - and put it on four wheels. A quality that now unfolds in new splendor with the GB110.

Chapter 2: The Bertone DNA - form, function and futuristic courage

What distinguishes a good car design from an iconic one? Hardly any other brand can answer this question as clearly as Bertone. The company's DNA is deeply rooted in the Italian design tradition - but never trapped in it. While other studios strived for harmony and classic beauty, Bertone was always looking for points of friction, for the unusual, the progressive. This courage to innovate remains the company's trademark to this day.

A central component of Bertone's DNA is the tension between form and function. Vehicles from Bertone were never just pleasing to the eye - they were always conceptually well thought out. The line not only served aesthetic purposes, but was often the result of functional requirements, for example in terms of aerodynamics, lightweight construction or cooling. This functional design approach can be seen, for example, in the legendary BAT studies for Alfa Romeo, which transformed aerodynamic ideals into works of art with dramatically curved bodies.

At the same time, Bertone had an unerring instinct for the future. The designs were often years ahead of their time - think of the Lamborghini Countach, for example, whose radical wedge design became the blueprint for the super sports cars of the 1980s. This car was also designed by Marcello Gandini, Bertone's longstanding head designer, whose style shaped an entire era.

The break with convention is also typical of Bertone. While many designers opted for flowing lines, Bertone preferred striking edges, sharp transitions and bold proportions. This became not least a distinguishing feature compared to other major studios such as Pininfarina, Italdesign or Zagato. Bertone was always more angular, more polarizing, more courageous.

Another important aspect is the versatility of the company. While many design studios concentrated on luxurious coupés or sports cars, Bertone also ventured into commercial vehicles, small cars, off-roaders and even concept studies for airplanes or trains. The collaboration with brands as diverse as Volvo, Citroën, Opel, BMW, Ferrari and Aston Martin shows: Bertone knew how to reinvent himself stylistically time and again - without losing his own signature.

The courage to put on a show also played a role. Bertone used the major motor shows not only for presentation purposes, but also as a stage. Many concept cars were presented with deliberately provocative names and radical shapes, with the sole aim of stimulating discussion. Bertone never saw the automobile merely as a means of transportation - but as an emotional, cultural and social statement.

All these elements - the play with lines, the fusion of function and aesthetics, the will to the future and the courage to be different - form the design DNA of Bertone. It runs through over 100 years of company history and now, in the 21st century, lives on in a new form: in the GB110, the company's first Hypercar , which quotes the past - and at the same time sets an exclamation mark for the future.

Chapter 3: The downfall of a legend - and the surprising comeback

As radiant and influential as Bertone was for decades - in the end, even this icon was not spared the hardships of reality. The 2000s marked a difficult time for many independent coachbuilders in Italy. Changes in the automotive industry, new production processes, globalization and an increasing centralization of vehicle design within the major manufacturers meant that the scope for independent design studios became ever smaller.

Bertone also felt the effects of this structural change. Large orders failed to materialize, collaborations with Fiat, Opel and GM came to an end and new design studies rarely found their way into series production. This was compounded by poor economic decisions and internal restructuring, which put the traditional company under additional pressure. What was once celebrated as the industry's creative think tank increasingly fell behind - not due to a lack of vision, but from a business perspective.

The low point came in 2014: Bertone officially filed for bankruptcy. An event that caused consternation worldwide - not only among car enthusiasts, but also in the design scene and among collectors. The idea that a company that had produced automotive milestones such as the Lamborghini Miura or the Lancia Stratos would disappear from the scene without a trace seemed surreal. And yet it was reality.

What followed was years of silence - at least outwardly. Internally, however, there was a struggle for brand rights and creative prospects for the future. Several investors showed interest, the Bertone brand name changed hands several times, but a truly credible comeback seemed a long way off. The identity of the brand was too closely interwoven with the great designers of the past, the shadow of the past was too strong.

It was not until 2022 that the signs of a genuine new beginning began to emerge. The brand was taken over by the Selective Group, a company headed by brothers Mauro and Jean-Franck Ricci. The new management had ambitious plans: They wanted to not only continue Bertone as a name, but to give the brand real content, meaning and relevance again. Not a nostalgic shell, but a new chapter.

The result of this vision was presented to the public in 2023: The Bertone GB110, an uncompromising Hypercar that dares to bridge the gap between history and the future. Technologically ambitious, formally radical - and at the same time full of quotes from the long Bertone tradition. With over 1,100 hp, a limited edition of 33 units and the use of alternative fuels, the GB110 embodies everything that Bertone once stood for - only rethought.

The return of Bertone is therefore not just a marketing gimmick, but a real statement. It is an attempt to put a real piece of character back on the road in an era of standardized vehicle designs. And it is proof that even legends can reinvent themselves - if they have the courage to remain true to themselves and at the same time break new ground.

Chapter 4: The GB110 Hypercar - technology, design & exclusivity combined

With the GB110, Bertone is not just presenting a new car - it is a highly symbolic rebirth. This Hypercar is more than a luxurious means of transportation; it is a statement, a sculptural homage to the past and at the same time a bold step into the future. At a time when many vehicles are becoming more and more visually and technically similar, the GB110 focuses on individuality, emotion - and its very own self-image.

Even the name is a clear statement: "GB" stands for Giovanni Bertone, the company founder, and "110" refers to the 110th anniversary of the brand. This makes it unmistakably clear that Bertone is doing nothing less than reviving its own DNA - in the purest, most exclusive form.

Technology: More than 1,100 hp - powered by waste?

At the heart of the GB110 is a combustion engine with over 1,100 hp that delivers up to 1,100 newton meters of torque. Bertone is not focusing on electrification, but on a concept that is unique in Hypercar: the GB110 can run on a synthetic fuel made from plastic waste. In collaboration with Select Fuel, this fuel is intended to be CO₂-neutral and at the same time set new standards in terms of sustainability. The vehicle thus deliberately positions itself outside the pure electric trend - and offers an alternative that combines ecological responsibility with the emotional feeling of a combustion engine.

The chassis is based on a tailor-made carbon structure that promises maximum rigidity with minimum weight. The aerodynamics package is just as ambitious: active elements, a precisely shaped underbody and a striking rear structure ensure real downforce at high speeds. Although not all performance data has been finally confirmed, it is expected to accelerate from 0 to 100 km/h in under 2.8 seconds - with a top speed of over 380 km/h.

Design: Quoting the past, defining the future

Visually, the GB110 combines classic Bertone motifs with modern Hypercar. The wedge - a central stylistic feature of designers such as Marcello Gandini - is unmistakable, but has been reinterpreted. Flowing transitions meet sharp edges, massive air intakes meet sculptural light signatures. The front is distantly reminiscent of the Lancia Stratos, the rear quotes the technical openness of the Countach - and yet everything looks fresh, independent and aggressive.

Minimalist luxury reigns in the interior. High-quality materials such as leather, Alcantara and carbon are combined with digital interfaces without appearing sterile. Instead of overloaded touchscreen worlds, Bertone relies on a balanced combination of tactile switches and digital displays - in keeping with the analog driving experience.

Exclusivity: 33 vehicles - for collectors with vision

The GB110 will be limited to just 33 units - a deliberate move to ensure exclusivity and make the vehicle a collector's item. Each car will be individually configurable and can be given personalized design elements on request. Prices have not been officially published, but estimates are in excess of two million euros per unit - a sum that seems justified in view of the technical and conceptual uniqueness.

Bertone is thus positioning itself directly in the high-end segment alongside brands such as Koenigsegg, Bugatti and Pagani - not as a mass supplier, but as an artistic outsider that wants to capture the hearts of true car enthusiasts once again.

Chapter 5: Collectors' dreams and visions of the future - Bertone between past & new beginnings

Hardly any other brand name evokes as many associations among design enthusiasts and car collectors as Bertone. Whether Miura, Stratos or the radical BAT studies - vehicles from Bertone have long been more than just a means of transportation. They are mobile works of art, contemporary documents and, above all, coveted collector's items. With the comeback in the form of the GB110, the question now arises: will this new chapter also become a collector's item - or even the cornerstone of a new era?

Even today, many historic vehicles with Bertone designs achieve considerable prices at international auctions. A well-preserved Lamborghini Miura SV with original Bertone bodywork can easily fetch several million euros. Models such as the Alfa Romeo Montreal or the Lancia Stratos HF are also becoming increasingly popular, not least due to the increased appreciation of classic Italian design icons.

This is exactly where the GB110 comes in: As a limited Hypercar with a strong connection to the brand DNA, it is predestined for collectors with vision. The limited edition of only 33 vehicles worldwide makes it one of the rarest new cars on the market. At a time when even super sports cars are often produced in four-digit numbers, this limitation seems almost museum-like - and quite deliberately so.

But collectors don't just buy exclusivity, they also buy history and vision. And this is precisely the strength of the GB110. It is not just a newly developed hyper sports car - it is a symbol of the survival of a design culture that seemed lost to many. The vehicle embodies not only performance, but also an attitude: the courage to have character, individuality and to be different. Anyone who owns a GB110 is not just buying a car - they are buying a piece of the Renaissance.

But what does the future hold for Bertone? Is the GB110 a one-off sensation or the start of a new model range? The brand's new owners - Mauro and Jean-Franck Ricci - have already hinted that further models are planned. Smaller production vehicles, GTs or even fully electric coupés are conceivable, bringing Bertone's classic design language into the new age. There is certainly interest in the scene - also because more and more collectors are looking for brands that are not mainstream, but still meaningful.

The marketing effect should also not be underestimated. While other brands buy prestige with limited-edition hypercars, Bertone delivers a story - and that is an invaluable asset in times of a lack of identity. Young collectors in particular, who are looking for authenticity and storytelling as well as performance, could find in Bertone precisely the brand that combines emotion and substance.

One thing is certain: the GB110 is a promise - to the collectors of today, the design enthusiasts of yesterday and the enthusiasts of tomorrow. It shows that tradition doesn't have to be a burden, but a springboard into the future. And that it can be worth trusting an almost forgotten legend once again.

Conclusion: An Italian phoenix - Why Bertone is more than retro nostalgia

The history of Bertone is one of the great narratives of the automotive world - full of vision, fall and now rebirth. From a small coachbuilder in Turin to the defining stylist of entire decades, from the creator of the most breathtaking concept cars to the innovator of iconic super sports cars: Bertone was never just a name, but an attitude. An attitude that dared to think differently, swim against the tide and always be one idea ahead.

The profound change in 2014 - the insolvency and the apparent end of the brand - seemed to bury this myth for good. However, just like many of the vehicles designed by Bertone, which are now restored, collected and exhibited worldwide, the brand itself deserved a second chance. And it has made impressive use of it.

With the GB110, Bertone is not just returning - the brand is redefining itself. Instead of nostalgic retrospection or soulless revival, the company presents itself as a visionary player in the modern Hypercar. A vehicle with over 1,100 hp, innovative aerodynamics and a drive concept that combines sustainability and emotion in an unconventional way: synthetic fuel made from plastic waste. This is not only technically exciting - it also shows that Bertone has recognized the signs of the times and is not stuck in the past.

The design of the GB110 also demonstrates this balancing act: it quotes with respect, but without copying. It thinks ahead instead of repeating itself. The wedge is back - but it is sharper, more modern and more self-confident than ever. In a world in which many super sports cars seem increasingly interchangeable, Bertone makes a statement: design can polarize, can stand out, can tell stories.

And it is precisely these stories that make Bertone more than just a manufacturer. The brand is a cultural heritage that is not completed but continued with the GB110. The combination of tradition, exclusivity and future orientation gives this project a depth that is often sought in vain in the world of PS monsters.

For collectors, the GB110 is therefore far more than just an investment. It is a symbol that character counts again - and that design can have a soul. For enthusiasts, it is the hope that automotive storytelling is not dead, but that a new chapter is just beginning. And for the industry, it is a wake-up call: big names with substance cannot simply be replaced by marketing bubbles.

Bertone is back. And with him a piece of the magic that turns cars into dreams. We can only hope - or rather wish - that this comeback is not the end of an adventure, but the beginning of a new era.