Giovanni Michelotti

Giovanni Michelotti (Turin, October 6, 1921 – Turin, January 23, 1980) was an Italian entrepreneur and designer renowned for his contributions to the automotive industry.

At the age of 16, Michelotti began working as an apprentice at Stabilimenti Farina. Although his tasks were basic, such as preparing drawing sheets or sharpening pencils, he observed the work of prominent designers. After hours, he sketched designs that showcased his talent. His abilities were recognized when, shortly after the departure of a senior designer, Michelotti was offered the role. Remarkably, while still a teenager, he created a full-scale design for the Alfa Romeo 6C 2500 chassis, earning admiration from renowned designer Mario Revelli di Beaumont.

During his time at Stabilimenti Farina, Michelotti realized the growing importance of car stylists in the industry. In 1949, he established his own design studio in Turin, the first in Italy dedicated exclusively to automotive design. His innovative approach led to immediate success, with many commissions from prominent Turin-based coachbuilders like Vignale, Bertone, and Ghia. Michelotti’s process of swiftly turning sketches into prototypes made him highly sought after.

Michelotti collaborated with major automakers such as BMW, Triumph, Hino Motors, and Prince Motor Company. For BMW, he designed models like the iconic Isetta, the 700, and the 1500. His partnership with Triumph resulted in celebrated models like the Herald, TR4/TR5, Spitfire, and Stag. His versatility allowed him to adapt his designs to the identity of each brand.

Refusing offers to lead internal design centers at car companies, Michelotti valued his artistic independence. His famous “camel metaphor” encapsulated his disdain for design-by-committee.

By the time of his death, Michelotti had designed an estimated 1,200 cars, although the exact number remains unknown. He is buried in the Monumental Cemetery of Turin, leaving a legacy as one of the most prolific and versatile automotive designers in history.