Our series about the visit to the FCA Centro Stile in Torino starts with an intriguing interview and talk with Klaus Busse, vice president of Design for Fiat, Abarth, Lancia, Alfa Romeo and Maserati, offering us interesting insights into the sculptural design philosophy and language of the iconic sporting Milano brand.
Of course this is not all. This in depth talk and interview covers more aspects about the Tonale, and furthermore also the Fiat approach to automotive product design…so we decided to split this interview into a series, focusing in more detail on the various aspects. So stay tuned on these columns for further reports in this series!
Hans Knol ten Bensel
Having walked through the impressive entrance hall of the Centro Stile, we started off with a question about how this styling centre is set up.
B: “It is of course every day a joy for me to walk through the several studios of our Centro here. Every brand has a separate studio, and you met earlier here with Scott Krugger, the head of design for Alfa Romeo. (Note: this will be our next interview in this series). Every brand has their own head of design. We have 200+ individuals working here, from around the world. It is a very international team, we look at ourselves as the “espresso beans”, because as you know, espresso beans also come from around the world, but with the Italian process it creates an Italian iconic drink, and with the Italian process of design, we hopefully, you will agree, we are able to create Italian iconic design, even though the designers are not coming only from Italy, but from around the world.
Q: We are here seeing today shoulder to shoulder two different cars on our visit: the Tonale and the Centoventi…
B: I can tell you here first a few words about the Tonale itself, and notably also of the Fiat Centoventi. (Note: which we will also discuss later in separate interviews). It is a very rare thing for us to go to a show with two concept cars, and the beautiful thing we were able to do with the Alfa Romeo and the Centoventi, is that we were able to show the two sides of Italian design, the way we see it. So we have in front of us here with the Tonale the classic sculptural beauty of Italian design, and with the Centoventi we have the Italian approach to product design, applied to the car. So you see the two extremes of Italian design in the automotive sphere.
With the Tonale, the challenge was, since it is again an SUV, and we have already an SUV with the Stelvio, to create something that is typical Alfa Romeo, but has nothing to do with the Stelvio in terms of the shapes. The Stelvio is a very muscular car, with emphasis on the wheels and the voluptuous shapes, here on the side you see we have a different construction of the car, we have a completely different front, so the challenge was that with our second entry to the SUV market, we do not create a copy of the big brother, like you see with other companies, who are just adopting a same design and adapt it to different sizes. We wanted to create something completely different with the Tonale.
Q: Will this car be a trendsetter for the future Alfa design?
The one thing you will not hear me talk about today is the future. I will talk about the present, about the Tonale, but I will not lift the veil more. All I can say is that I think we found something which is a beautiful progression. I saw that my team put the 8C model here, and maybe that allows me to highlight where I see the progression what the team has done here, when we look at the front. The 8C, the 4C, the Stelvio, the Giulia, all of these cars have basically have this hood line, it is a flowing design, and it nicely encompasses the grille. This face was applied to all current generation vehicles.
With the Tonale, we completely gave up this kind of interpretation, you still see the muscles of course leading to the Scudetto, but we went to a much more horizontal design. So we went from a vertical design to a horizontal design, and that of course is a completely different construction of the front, and this much I can tell you, we would not do this just for one car…
Because here, the 8C created a family of cars, and in this case again, it might create a new family of cars…
As said stay tuned for the next part of this interview, where we will talk in depth about tradition and modernity embodied in today’s Alfa design language…
Hans Knol ten Bensel