"Look, Pininfarina has designed 64 Ferraris in its lifetime. So globally, many Ferrari owners, some Maserati owners, even down to Peugeot owners, will understand what Pininfarina is. Look at McLaren, or even Bugatti: they weren’t known in China, but they have made it into the super-sports market there after a few years.
"We are targeting brand activity where the rich and the super-rich start mingling not by nations but by income level. If we can make it into the global league of the high net worth individual, then the message will travel.
"We believe that the first 50 to 100 customers we have are not customers but brand evangelists and brand ambassadors, and their networking and social posts will help us leap and bound across the globe. That’s something that Elon Musk has managed with Tesla."
Will Pininfarina continue to operate solely in Italy as you expand?
"We will always remain an Italian car company with an Italian flavour - the look, the feel, the smells, the surfaces - that’s the holy grail. The Italian-ness is absolutely prominent. We will make sure that we have the best technology that money can buy.
"The first batch of cars will be manufactured in Italy, and beyond that we are a global company so we will make decisions based on our success."
Have you taken inspiration from previous Pininfarina designs?
"A bit of both. You will see inspiration from the Cistalia 202 - a car on display at the Museum of Modern Art. You will also see inspiration from cars such as the Ferrari 512TB, we will have ingredients from many of our past designs in the new car. The surfaces and the proportions will reflect what Pininfarina has been doing for the last 88 years. There is a purity about this new car.
"We are selling to customers that might only currently have the option to buy a hypercar with an internal combustion engine. We can retain our classical, timeless design heritage, but packaged over the latest EV technology."
Will your entire range be fully electric?
"Automobile Pininfarina stands for sustainable energy. Our first couple of cars will be electric, then we will look at exploring further technology such as fuel cells when the time is right. All our cars will be non-ICE cars, that I can say."
Is it correct to call your next model after the PF Zero an SUV?
"I find the title of SUV too mainstream, but definitely we talk about more of a lifestyle bodystyle than a sports car. I cannot confirm anything for sure, but we will challenge a few paradigms of what people think an SUV can be with an ultra-luxury model."