What Bertone does

Bertone is a historic Italian automotive design house and coachbuilder founded in 1912 in Turin by Giovanni Bertone, now operating under BERTONE SA, a Luxembourg-domiciled private limited company. Following its 2020 acquisition by brothers Mauro and Jean-Franck Ricci, the company has been repositioned as an ultra-limited coachbuilder producing 20 to 40 vehicles per model, targeting ultra-high-net-worth collectors. The portfolio is structured around two product lines: a contemporary Hypercar line anchored by the GB110 (33 units worldwide, approximately €2,400,000 each, 5.2L V10 twin-turbo producing 1,124 HP and 1,100 Nm of torque), and a Classic Line launched in November 2024 with the Runabout neo-retro reinterpretation (25 units, 3.5L supercharged V6 at 475 HP, available in Barchetta and Targa configurations). The legal entity (BERTONE SA) is registered in Luxembourg with engineering and design operations based at the Centro Stile atelier in Caprie, Italy, and historical roots in Turin.

Vehicles are hand-built using lightweight bonded aluminum chassis architecture and carbon fiber bodywork, with each car individually configured through direct client collaboration with the Centro Stile design team. The GB110 is notable as the first hypercar supplied with synthetic fuel derived from recycled plastic waste, developed through a partnership with Select Fuel. The brand extends its design DNA beyond automotive through the Bertone 1 Megayacht digital prototype unveiled at the 2025 Dubai International Boat Show, and produces recurring limited-edition specifications such as the Runabout × Riocam Miami Edition. Core technology pillars include supercharged and twin-turbo powertrain development, sustainable synthetic fuel integration, and the preservation of historic Bertone design language elements such as the forward-leaning wedge silhouette and coda tronca truncated tail.

Bertone monetizes through one-time sales of these ultra-limited vehicles via a direct, invitation-based allocation system, with no dealerships or third-party resellers. Pricing is not publicly disclosed but follows a tiered structure between the flagship hypercar and classic lines. The brand runs an event-centric go-to-market motion, appearing at Rétromobile Paris, Top Marques Monaco, Auto Zürich, Dubai International Boat Show, and the Dubai International Boat Show, supported by social media (Instagram, LinkedIn, Facebook, YouTube), a dedicated press room, and a curated newsletter. Operating geographies are explicitly named in Western Europe (CHE, FRA, MCO) and the Middle East (ARE), with a global footprint claim. The company operates with approximately 58 employees and is privately held by the Ricci brothers.

Name

Bertone

Legal name

BERTONE SA

Website

https://bertone.it

Company type

Private

Founded year

1912

Operating status

Operating

Headcount range

51–100 employees

Short description

Bertone is a historic Italian automotive design house founded in 1912, producing ultra-limited coachbuilt hypercars (GB110) and neo-retro classics (Runabout) priced for ultra-high-net-worth collectors worldwide. All sales are handled through invitation-based direct allocation.

Ownership category

akta.pro rank

Headquarters

HQ city

Luxembourg

HQ country

Luxembourg

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Hypercar Sales (GB110): Bertone generates primary revenue from the sale of ultra-limited hypercars. The GB110 hypercar is priced at approximately €2,400,000 (digital launch price) with only 33 units produced worldwide, representing the flagship revenue stream of the new era.
2. Classic Limited Series Sales (Runabout): Revenue from the Bertone Classic line, starting with the Runabout neo-retro model. Limited to 25 examples worldwide, produced with coachbuilt methods at the Italy atelier. This line represents a new product tier below the hypercar, targeting collectors seeking heritage-driven design.
3. Ultra-Exclusive Ownership Experience: Owning a Bertone includes access to exclusive gatherings at spectacular locations, connecting with a select community of passionate collectors. The bespoke configuration experience and personalized client journey add experiential value beyond the vehicle itself.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Bertone manufactures and sells ultra-limited coachbuilt vehicles in restricted series (20-40 units per model), including the GB110 hypercar celebrating the brand's 110th anniversary and the Runabout neo-retro classic. Each vehicle is individually configured by clients through the in-house Centro Stile design atelier, combining Italian coachbuilding heritage with contemporary performance engineering.

Product overview

Bertone operates as an ultra-high-end automotive manufacturer producing limited-edition vehicles in extremely restricted numbers (typically 25-33 units per model). The company maintains two primary product lines: Hypercars (exemplified by the GB110) representing contemporary performance excellence, and the Classic Line (beginning with the Runabout) focused on neo-retro reinterpretations of historic Bertone designs. Both lines showcase Italian coachbuilding heritage, artisanal craftsmanship, and bespoke customization options through Bertone's Centro Stile atelier. The portfolio also extends into yacht design with the Bertone 1 Megayacht digital prototype.

Differentiator

Problem solved

Functional benefit

Brands

• Bertone GB110: Limited edition hypercar celebrating Bertone's 110th anniversary, featuring V10 twin-turbo engine with 1124 HP, limited to 33 units worldwide.
• Bertone RUNABOUT

Products and services

• Bertone GB110 Limited-edition hypercar celebrating Bertone's 110th anniversary, featuring a 5.2L V10 twin-turbo engine producing 1,124 HP and 1,100 Nm of torque with 0-300 km/h in 12.9 seconds and a top speed of 350 km/h. Limited to 33 units worldwide, supplied with the first hypercar-grade fuel made from recycled plastic waste through partnership with Select Fuel. Built on a lightweight bonded aluminum chassis with carbon fiber bodywork.
• Bertone Runabout Neo-retro masterpiece reimagining the legendary 1969 Autobianchi A112 Runabout concept, and the first model in the Bertone Classic Line. Available in Barchetta (open-air) and Targa (removable roof) configurations. Features a 3.5L supercharged V6 producing 475 HP and 490 Nm of torque, with 0-100 km/h in 3.1 seconds and a top speed of 270 km/h, paired with a six-speed manual transmission. Curb weight of 1,057 kg. Hand-built using coachbuilt methods at the Italian atelier. Strictly limited to 25 examples worldwide.
• Bertone Runabout × Riocam Miami Edition Limited Edition specification of the Runabout developed in collaboration with Miami-based automotive storyteller and photographer Riocam. Available in two distinct Miami-inspired colorways: Venetian Green (daylight, coastal aesthetic) and Flamingo Rose (golden hour, nocturnal mood). Configured through the Bertone Centro Stile bespoke program.
• Bertone 1 Megayacht Digital prototype yacht design marking Bertone's expansion into marine design, applying the brand's design expertise to a megayacht concept. Showcased at Dubai International Boat Show 2025 as part of Bertone's Middle East market entry.

Quantifiable outcome

• GB110: 1,124 hp, 1,100 Nm torque, 0–300 km/h in 12.9 seconds, top speed 350 km/h (electronically limited)
• +3 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered minor and core.

• ESCA (European Small Volume Car Alliance)minorOthers · 4 April 2023Bertone joined ESCA, the European Small Volume Car Alliance, as a member. ESCA is the trade body representing Europe's car manufacturers producing less than 10,000 vehicles annually. Bertone's membership provides advocacy before European institutions and member states, ensuring interests are protected alongside mainstream automotive industry. ESCA is committed to automotive diversity, EU carbon reduction measures, connected automotive technology, and regulatory compliance for export markets.
• Select FuelcoreTechnology or IntegrationBertone partnered with Select Fuel, a company that has developed patented technology to convert polycarbonate materials (plastic waste) into renewable synthetic fuel. This partnership enables the GB110 to be the first hypercar supplied with fuel derived from recycled plastic waste, a significant sustainable innovation in the high-performance automotive industry.
• RiocamcoreGTM or Marketing PartnerRiocam is a Miami-based automotive storyteller and photographer who collaborated with Bertone to create limited edition specifications of the Runabout. Riocam brings his visual identity of Miami—inspired by Venetian Green and Flamingo Rose colorways—to the Runabout, shaping the car's personalization through cultural storytelling. The collaboration produced two Limited Edition specifications: Venetian Green (daylight, coastal aesthetic) and Flamingo Rose (golden hour, nocturnal mood).

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Rimac Automobili: Croatian electric hypercar manufacturer (Nevera, Concept_Two) producing ultra-limited electric hypercars in similar volume ranges. Targets same HNW segment but with EV technology focus.
• Touring Superleggera: Italian coachbuilder with similar heritage and ultra-limited bespoke vehicle production. Closely aligned with Bertone's Carrozzeria heritage, Centro Stile-style bespoke approach, and HNW clientele.
• Koenigsegg: Swedish ultra-limited hypercar manufacturer (Jesko, Gemera) producing in small batches with proprietary technology. Competes for the same HNW collector segment with comparable pricing.
• Zagato: Italian coachbuilder and design house (founded 1919) producing ultra-limited bespoke vehicles. Direct heritage parallel to Bertone with comparable volume and bespoke business model.
• Pagani: Italian ultra-limited hypercar coachbuilder producing Zonda and Huayra in similar 20–40 unit annual volumes with bespoke configuration. Closest comparable business model, pricing tier ($2M+), and HNW collector customer base.
• Automobili Pininfarina: Italian luxury electric hypercar manufacturer (Battista) backed by Mahindra Group. Similar ultra-limited approach, design heritage, and HNW collector target market.

Broad incumbents

• Bugatti: Established hypercar manufacturer under Volkswagen Group (Chiron, Tourbillon) operating at higher volumes (e.g., 500-unit Mistral) and broader pricing tier. Direct competitor at the top of the HNW market.
• Maserati: Italian luxury sports car manufacturer (MC20, GranTurismo) under Stellantis. Competes for Italian luxury performance segment with broader portfolio and dealer network.
• Lamborghini: Italian exotic sports car manufacturer under VW Group (Revuelto, Countach LPI). Not directly coachbuilt but produces iconic models designed by Bertone historically and competes for the same HNW segment.

Emerging players

• De Tomaso: Revived Italian coachbuilding and luxury sports car brand (P72). Recently relaunched with ultra-limited production focus, paralleling Bertone's brand revival trajectory under new ownership.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@bertone.official
• Facebookfacebook.com/19gYARY6fn
• LinkedInlinkedin.com/company/carrozzeriabertone
• Instagraminstagram.com/bertone_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bertone