Monday 17th March 2014

Bertone ceases trading

Mounting costs and legal wrangles could mean the end for Bertone

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The last PH Bertone news story was on the stunning Jet2+2 concept from Geneva last year, and the exciting possibility of a limited production run. Today the news is rather less auspicious with the design house reportedly having gone bust.

Jet 2+2 production even less likely now

Despite generating 20m euros revenue in 2013 thanks to Chinese projects, the cumulative effects of redundancies, lawsuits from suppliers and additional court cases have proved too much for Bertone.

To see such an iconic design house cease trading is of course sad news for enthusiasts everywhere. As well as the legendary Bertone designs (Miura, Stratos, Countach), there were some lesser known stunners as well: Iso Grifo, Fiat X1/9, Cizeta V16T and Alfa Montreal to name just a few. We'll overlook the Fiat Punto Cabriolet and Daewoo Espero in this time of reverential reflection.

According to GTSpirit though, a rescue plan could be in place for Bertone. A Turkish firm has apparently expressed interest in buying it for $2.7 million and other Italian companies could be involved too. So there could be light at the end of a very dark tunnel for Bertone, any news of which we'll be sure to update you on. For now, here are some pictures of its greatest styling work. Enjoy.

[Sources: Autocar, GT Spirit. Stratos pic: LAT]

[toppstuff]

Hard to understand how this happened.

The brand alone must be worth something. What a waste of a marvellous history.

I would buy it if I had the cash. There has to be plenty of potential to life its value.

[VladD]

Very sad, some lovely designs came from them. I had a couple of X1/9s.

[strummerville]

Well hurrah for the wonderful pop up adverts! I have one asking £22.49 for a Volvo 262C Bertone from eBay (sorry, stopped typing for a second to close the adverts down as I can't see my words under the utterly beguiling advertising that now inflicts PH).

Anyway, I forgot about the 262C - they were actually assembled by Bertone, not Volvo.

As soon as I press 'submit' I'll be on a fresh page and the pop up ads will reappear. Oh Haymarket, you spoil us.

[dc2rr07]

'lawsuits from suppliers and additional court cases have proved too much for Bertone.'

I hope these guys are pleased with themselves.

[mdianuk]

$2.7 million offer? Surely that would be a bargain if including the rare cars in their showroom?

[mrclav]

toppstuff said:

Hard to understand how this happened.

Prime example of what happens when a company caters for the "piston-head" community rather than the "masses" in my mind; yes, they made some beautiful designs but not ones that everyone could afford or ones that were practical for everyday use (the Citroen BX from the early 80s and the Astra from around the turn of the century being notable exceptions).

I don't mourn their passing, in fact I'm sure eventually the name will be bought by someone, somewhere.

[Davo456gt]

mdianuk said:

$2.7 million offer? Surely that would be a bargain if including the rare cars in their showroom?

They sold quite a few off last year to avoid bankruptcy - Marzal, Bravo etc.

obviously not enough money raised...

[chelme]

Very sad news for the Brand made great by Bertone himself, Giugiaro and Gandini to name but a few. Bertone passed away, Giugiaro set up on his own, Gandini retired.

If they are bought, hopefully they remain resolutely Italian but this depends on a number of factors including with whom they have been engaged in lawsuits...the current designers will find work elsewhere...

[Driver101]

Designed many great cars in their time.

[Fetchez la vache]

I don't know the first about what legal wranglings they were in but unfortunately, if a company cannot get the balance correct of money coming in and money going out, then it'll go out of business whether they be a famous Italian design house or a firm making ping pong balls...

[Chebble]

That's some design portfolio isn't it? It's a shame.

[campaj1]

Sad news. Much love for the green Montreal though

[P4ROT]

\\should think the jet 2+2 just appreciated somewhat\\

[365daytonafan]

toppstuff said:

Hard to understand how this happened.

The brand alone must be worth something. What a waste of a marvellous history.

I would buy it if I had the cash. There has to be plenty of potential to life its value.

Two reasons, car companies have brought most of their designwork in house now and secondly Bertone also produced cars themselves usually low volume versions of cars from major manufacturers such as the Astra Cabriolet. Again this work has either dried up or been brought in house by manufacturers.

Rival Pininfarina has has similar issues and gone through massive restructuring, getting rid of its manufacturing operations. Even it's most famous customer, Ferrari, now has an internal design team (although still at least in part working with Pininfarina).

[goron59]

strummerville said:

Well hurrah for the wonderful pop up adverts! I have one asking £22.49 for a Volvo 262C Bertone from eBay (sorry, stopped typing for a second to close the adverts down as I can't see my words under the utterly beguiling advertising that now inflicts PH).

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[Maxus]

Davo456gt said:

mdianuk said:

$2.7 million offer? Surely that would be a bargain if including the rare cars in their showroom?

They sold quite a few off last year to avoid bankruptcy - Marzal, Bravo etc.

obviously not enough money raised...

The liabilities that come with the company at $2.7m are not clear in the stories (as this news is about the possible demise of an iconic name not a detailed financial story).

[carnut360]

sad!..the days of euro ncap crash regulations making it harder for independents to survive

[suffolk009]

What a pity. Some lovely looking cars in that story. (and I've previously owned two of them)

[toppstuff]

Surprised that the company and its name is going so cheaply. Maybe it has liabilities or potential legal costs that any new owner will have to inherit.. who knows?

But for the relatively small amount being asked for it, you could buy the brand, hire a few designers, get some gigs with a few manufacturers on the back of your brand and heritage and get things going again. If the new owner is cynical enough, make some leather clothing and upmarket merchandise trading on the name and association with some of the most iconic cars ever made. Pretty soon the company would be worth a lot more than you paid for it?

Maybe a private equity suit is thinking the same thing...

[firebird350]

Not to mention the curiously once unloved but now celebrated 308 GT4...