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Italian Coachbuilder ARES opens first Austrian studio in Kitzbühel

• Italian coachbuilder ARES opens its doors to its Kitzbühelstudio
• 250 square meter boutique to present the ultimate in bespoke automotive design
• One of five premises for the Italian coachbuilder

Luxury Italian coachbuilder ARES has confirmed that it has opened the doors to its first Austrian studio in Kitzbühel this month.

Located on Franz-Reisch Strasse, the studio will provide customers with an immersive brand experience and unparalleled customer service; as the Italian company showcases its coachbuilding skills, artisanal craftsmanship and cutting-edge technology.

On display at the 250 square meter studio will be the company’s stunning ARES S1 Project and its commanding ARES for Land Rover Defender Spec 1.2.

The opening is one of five new studios across Europe and marks a significant milestone for the company as it brings the ARES experience closer to its customers in key territories. Visitors will have a choice of exquisite finishes and colour palettes to choose from, alongside the finest leathers and carbon fibre interiors, paint finishes, trims and luxurious fabrics.

The luxurious boutique will play a vital role in the company’s Co-Create philosophy, where both customers and designers can work hand-in-hand to build bespoke one-off vehicles – an offering unique to ARES.

Founded six years ago, the company employs 150 people and is headquartered in its 23,000 sq metres facility in Modena Italy. ARES uses a fusion of artisanal craftmanship and modern-day technology to create and hand-build bespoke one-off and limited-edition vehicles for customers from around the world.

Commenting CEO and Co-founder Dany Bahar said: “We are delighted to open this new studio. At ARES, we offer a unique opportunity for customers to build their very own vehicles, to their exact specification. And these new personalisation studios will allow more customers to do exactly that, to realise their dream vehicle and be part of the creation process.”

Chairman and Co-Founder Waleed Al Ghafari commented: “The opening of the Kitzbühel studio marks a significant point in ARES’ development as we take the brand to our customers in key territories. Kitzbühel is an important location for us and we are very proud to bring ARES and its Made in Italy marque of hand-built vehicles to Austria and this stunning part of Europe.”

After the openings of Dubai, St Moritz, Modena and Kitzbuhel, ARES will also be opening a Studio in Munich.

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In a harmonious fusion of heritage and innovation, Morgan Motor Company and Pininfarina S.p.A. proudly present Midsummer, a limited series special project celebrating over two centuries of coachbuilding excellence.

The Midsummer barchetta design pays homage to the iconic European coachwork style while showcasing the timeless silhouette flexibility of Morgan vehicles. Crafted on the latest Morgan CX-Generation Bonded Aluminium platform, each Midsummer boasts a turbocharged six-cylinder engine and an eight-speed automatic transmission, ensuring a dynamic driving experience.

Central to Midsummer’s allure is the sensory connection it fosters between occupants and machine, achieved through its distinctive style and character. Encapsulating this connection is the exterior’s remarkable use of sustainable teak wood, meticulously laminated to create sculpted wood structures surrounding the cockpit and defining a distinctive shoulder line.

Crafted by hand, each aluminium body panel demands over 250 hours of meticulous labour, a testament to the dedication of Morgan’s skilled artisans. Collaborative efforts between Morgan and Pininfarina’s designers and engineers have resulted in a final design that is both surprising and unique.

Limited to just 50 units, all of which have been eagerly claimed by customers following exclusive preview sessions, Midsummer marks a milestone in automotive craftsmanship. Each vehicle is adorned with the “Pininfarina Fuoriserie” badge, a first for a production car, signifying its exceptional status.

Massimo Fumarola, CEO of Morgan Motor Company, expressed pride in Midsummer, stating, “We are incredibly proud to unveil Midsummer, a limited series special project that celebrates two centuries of coachbuilding and embodies the core values of Morgan. It represents the pinnacle of our talented workforce’s craftsmanship.”

Giuseppe Bonollo, SVP Sales & Marketing of Pininfarina, echoed this sentiment, saying, “Together with Morgan, we are proud to lead the coachbuilding movement. This extraordinary collaboration brings together Morgan’s century-old bodybuilding philosophy with Pininfarina’s nearly 95 years of tradition in designing and crafting bespoke vehicles.”

Midsummer’s design journey was marked by intense collaboration, with designers and engineers from both companies working closely to translate shared ideals into reality. The result is a masterpiece that seamlessly blends Morgan’s rich heritage with Pininfarina’s timeless design language.

From its striking exterior to its meticulously crafted interior, Midsummer embodies the essence of automotive excellence. With its limited production and unparalleled craftsmanship, Midsummer promises to become a coveted collector’s item, cherished by enthusiasts for generations to come