Pagani Automobili S.p.A: Motoring Becomes Electric
(8 pages of text)
Case (Pub Mat)
In early 2018, Modena, Italy’s Pagani Automobili S.p.A (Pagani Automobili), a boutique designer and manufacturer of high-performance internal combustion engine powered supercars, was struggling to develop a response to the emergence of electric vehicle technology. This technology appeared to be interesting and potentially useful. It outperformed internal combustion technology in terms of speed and power. In 2018, relatively inexpensive electric cars could already accelerate faster than most supercars over a quarter-mile distance. However, the electric car driving experience seemed very different from the experience of driving a supercar powered by an internal combustion engine, due largely to fundamental differences between the technologies. Could Pagani Automobili build an electric vehicle that its customers would perceive as a true Pagani Automobili creation?
This case was developed for undergraduate and graduate courses on managing creative businesses. The case is also suitable for courses focused on innovation, international business, marketing, product development, or the automotive industry. After completion of this case, students will be able to
- explore the idea of aesthetic coherence and how it relates to factors such as brand differentiation and product profit margins;
- examine how the idea of aesthetic coherence is dependent on the fundamental nature of specific technologies, and why technological shift might force reconsideration of how to achieve aesthetic coherence;
- explore the relationship and trade-off between coherence and authenticity; an
- envision the steps necessary to maintain commercial viability while dealing with a major shift in underlying technology, within a company that sells a product that is very much about intangibles and aesthetics.
Arts, Entertainment, Sports and Recreation
Italy, Medium, 2018
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