Ferrari F80 (2024)
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March 31, 2026
Inside Ferrari's In-House Design: The Source of Its Power
FERRARI DESIGN. CREATIVE JOURNEYS 2010-2025
An exhibition titled "Ferrari Design: Creative Journeys 2010-2025" is being held at the National Automobile Museum of Turin (MAUTO) in Italy until April 12, 2026. This exhibition offers a glimpse into the design development that has unfolded over the past 15 years. Akio Lorenzo Oya, a journalist based in Italy, reports.
Text by Akio Lorenzo OYA | Photographs by Akio Lorenzo OYA / Ferrari
Fifteen Years of "Maranello Design"
In the autumn of 2025, MAUTO unveiled a new permanent section dedicated to car design. This exhibition, the first to utilize the adjacent space, was realized through the collaboration of Centro Stile Ferrari (the styling center) and the Ferrari Museums (Modena and Maranello). Under the direction of Chief Design Officer (CDO) Flavio Manzoni, 11 out of over 70 models created since 2010 were selected. The exhibition also presents the creation process through sketches, ideas, and videos.
The exhibition models as of February 2026 and the reasons for their selection are as follows:
<Limited Edition / Concept Cars / Flagship Models>
FXX-K (2014): An extreme, track-only version based on the LaFerrari. It received the "Compasso d'Oro 2016," a prestigious Italian industrial design award.
Daytona SP3 (2021): The third model in the ICONA series, inspired by vintage cars.
Vision Gran Turismo (2022): Ferrari's first concept car developed exclusively for virtual use, also commemorating the manufacturer's 75th anniversary.
F80 (2024): The pinnacle of technological application in a supercar.
12Cilindri (2024): A fusion of tradition and innovation.
<Mass Production Models>
LaFerrari (2013): Ferrari's first road-going car equipped with a hybrid engine.
Monza SP1 (2018): A modern interpretation of a historic model. Winner of the Compasso d'Oro 2020.
296 GTS (2021): The brand's first V6 engine combined with a plug-in hybrid system.
Purosangue (2022): Features a "sports transaxle" architecture with a front-midship engine and integrated differential gearbox. Winner of the Compasso d'Oro 2024.
SP38 (2018)
P80/C (2019)
Manzoni states that the common design philosophy is: "Aesthetic beauty is never an end in itself. Beauty is always linked to function and performance." He also commented, "This exhibition was about showcasing the daily dialogue between designers and engineers, a true synergy that supports overall innovation."
The Secret to Success
Let's take a look at Manzoni's background. Born in Nuoro, Sardinia, in 1965, he studied industrial design at the Faculty of Architecture at the University of Florence. After graduating, he joined Fiat Auto in 1993, where he was responsible for interiors in the Lancia division. He then moved to SEAT, a Spanish subsidiary of the Volkswagen Group, where he also worked on interior design.
He was recalled to Lancia in 2001 to head Centro Stile. Alongside production cars, the 2003 Fulvia Concept he worked on generated strong demand for production from fans, but the plan was frozen due to Fiat Group's financial crisis. Although he later became responsible for Fiat, Lancia, and light commercial vehicles, he returned to the Volkswagen Group in 2006 to work on the design development of models like the sixth-generation Golf.
Manzoni was then recruited by Ferrari in 2010. His mission was to lead the brand's first-ever in-house design department.
Given Ferrari's history of producing masterpieces with renowned designers and external coachbuilders, the pressure Manzoni must have felt was undoubtedly immense.
However, he also states, "The establishment of Centro Stile was a crucial turning point for Ferrari. By bringing design in-house, we enabled close collaboration with aerodynamic experts, material scientists, and engineers. This became indispensable for Ferrari's evolution."
In recent years, Ferrari has frequently been ranked among the "world's strongest brands" by research firms. It is no exaggeration to say that Manzoni's design studio plays a significant role in this. The author believes there are three factors behind his success.
The first is the starting point of his professional career. Many excellent designers began with interior design. A prime example is Fabio Filippini, former Vice President of Design at Pininfarina, who was also Vice President of Interiors during his time at Renault.
Human-centered design is fundamental to achieving aesthetic perfection. It is evident that this talent was crucial in how the packaging for Ferrari's most significant transformation, the electric powertrain, was seamlessly integrated into its flowing lines.
The second is his experience with Lancia. By working with one of Italy's most authentic brands, which also produces state cars, he undoubtedly learned the importance of respecting historical context.
And third, his career path involved two stints with Volkswagen. The Renaissance art born in Italy crossed the Alps, and the detailed expressions later added by northern painters, in turn, influenced Italian artists. Manzoni, by viewing Italian design with an external perspective, undoubtedly cultivated a sensibility to fully leverage its excellence.
For reference, the Ferrari Design exhibition was the most vibrant section of the museum on the day the author visited. It rivaled the popularity of the Ayrton Senna exhibition held at MAUTO in 2024, making it one of the most popular exhibitions in recent years. In fact, the exhibition, originally scheduled to end in early March 2026, had its run extended by over a month. Given Turin's status as the capital of car design, one can eagerly anticipate the future development of its new exhibition spaces.