considered the transfer of the experience gained in the production of prototypes and concept cars into mass production to be of vital importance. The creative and inventive capacities of the designer have coincided with a determination to explore the world of the car not just on the level of aesthetics but also on a more complex level of function. These basic orientations have permitted Bertone to stimulate the automobile industry on more than one occasion and to gain wide approval for its proposal of a conception of the car that always takes future scenarios into consideration
There are probably two ways that we can summarize the 100 years of Bertone's activity. Firstly the historical continuity of a tenacious and high-yielding industrial program and secondly the company's ability to adapt the design orientations to satisfy the sociai and technological context of the automobile industry, a worid undergoing continual evolution. Across the world Bertone represents not just Italian style but also the epitome of unique entrepreneurial skills-intuitive instinct of the innovative and competitive design: from the first proposals to the most recent realizations belongings to the new Bertone era, the image of the Italian automobile is instantiy and universally recognizable. And this is not just a casual coincidence but also a precise and deliberate "philosophy". "
The designer - said strongly Nuccio Bertone - is a creative par excellence As such, he is not easy to categorize. He is restless. He likes to move outside his proper sphere. He enters the world, chooses his design by intuitive affinity. He is able to imagine, in his work, a product that does not yet exist. He anticipates the trends and tastes of the market which perhaps do not yet emerge officially, but which it is necessary to perceive. He discerns, before others do, what no research institute can ever guarantee. In this regard I remember that I have always wanted to work together with youths of great talent, but with no specific scholastic professionaiism. Usually I do not look for professionalism, I want youths of great intelligence, fantasy and determination. When I find them I encourage them as much as possibie. I like to help them, stimulate them, offer them design "challenges" considered on the limits of feasibility. It may be a coincidence, but my 'workshop', my way to work, has always produced 'number ones'! I will quote at random two 'ex pupils' I am proud of: Giorgetto Giugiaro and Marcello Gandini.
Every human enterprise is characterized by an initial phase of intense creativity. It is the moment when the idea, the design is conceived. This is followed by the machines, the tests, the computers, the robots and so on. A continuous deveiopment of software technologies has taken place in recent years; applied on quite sophisticated computerized workstations such instruments can be of a certain help in visualizing the subject of creativity.