Most industrial auto makers produce cars with an assembly line with cars lined up nose to tail. Robots swing sheets of pressed metal and sparks fly as other robots weld them together. Workers at specialized stations swarm cars to add new parts at each stop. Each step has been pre-ordained to ensure the right specifications come together to produce a rolling result at the end, destined for an expectant new owner somewhere in the world.
Pagani does things differently. The Speed Journal visited the Pagani Atelier in Modena Italy for a closer look. For starters, the facility is called an “Atelier” rather than a factory. Atelier is a French word to describe the studio or workroom of an artist or designer. The terminology is much more appropriate for Pagani given the artistry and careful design that go into each car and the individual construction process for each car.
The facility itself looks like an Italian town square. It is surrounded by brick, metal, and glass. Street lights and cobblestones add a bit of style. Each car being assembled has its own working bay surrounded by custom parts awaiting their turn. There are no robots. There is no line of cars moving slowly down a conveyor belt.
The factory and new museum facility opened in December 2017. Every architectural and stylistic detail of the new building was designed by Horacio Pagani and his team. Materials were intentionally chosen to pay homage to the local region. Carrara marble and antique bricks that replicate typical Modenese bricks ensure the space is not a generic industrial facility.
A clock placed on the tower on the side of the square tells the time at the ringing of a bell. The bell was manufactured by Ecat Orologi, an Italian company with deep history of making industrial clocks and bells for monuments, public streets, and churches.
The Pagani story started with Mr. Pagani’s childhood passion. Scale models built in his childhood years are displayed proudly in the company’s museum. They show his journey from dreaming, to learning more about the industry and making those dreams reality. They set the tone for the handmade nature of the high-performance machinery designed and assembled nearby.
Mr. Pagani’s journey took a significant turn when he became interested in carbon fiber as a manufacturing material when he was working with Lamborghini. Unfortunately, Lamborghini’s struggling finances at the time meant the company was unable to invest in new equipment. Pagani borrowed enough money from a bank to buy his own autoclave. An autoclave was necessary to create high temperatures and pressures to transform flexible carbon fiber fabric into rigid and strong carbon fiber parts.
After Lamborghini, Mr. Pagani established his own design consultancy nearby. He then moved to Modena and began doing business as “Modena Design,” servicing a wide variety of well-known clients. He began to design and build his own car using his carbon fiber knowledge and skills. The resulting Zonda C12 was presented at the 1999 Geneva Motor Show.
Carbon fiber technology has developed and evolved, but the primary benefits are found in the ability to make custom shapes that are both light and strong. From an aesthetic standpoint, many customers appreciate seeing carbon fiber weaves and subtle tinting to add color. Pagani has fully embraced the use of the material and continues to enhance its understanding and use of the material.
The Atelier uses three giant autoclaves to produce carbon fiber parts. The size allows Pagani to manufacturer incredibly large and complicated shapes in one piece rather than making many small pieces and joining them together. Pagani staff carefully cut precise shapes out of the material before others move them through the autoclave process.
During The Speed Journal’s visit, staff showed a full carbon fiber monocoque and all the parts in raw form. They passed around a carbon fiber side mirror housing to show its strength and lightness. The parts were not just functional – the carbon fiber weave was matched and arranged meticulously.
The company continues to grow and now numbers over 200. Most staff are recruited locally. Many have never worked elsewhere. Pagani believes strongly in maintaining the values and agility of a small company. Soft skills and technical skills are both highly valued.
Pagani makes about 50 cars per year. Output has increased since the early days, but the total volume of Pagani cars since the company’s inception is measured in the hundreds rather than thousands. Photos are not welcome in the Atelier out of respect for the staff, but also out of respect for each customer. Every car is unique and customers are very closely involved in the design process. They are highly specific and personal to each customer.
Almost every part is handcrafted in the Atelier. The notable exception is the Mercedes AMG V-12 engine that is assembled and delivered from Affalterbach, Germany. Every bolt is designed and manufactured specifically. Even the logo or the model plate is made by hand and takes several hours to complete. Pagani shows what is possible when budget is not a limiting factor.
Thousands of hours go into each car. The staff are careful and methodical. The area is clean and clinical. The Atelier, however, is not purely dedicated to building new cars. The staff also tends to previously produced cars that require attention. The white glove attention feels more like a museum painting restoration department than a car workshop.
One of only five 2020 Pagani Imolas produced were on site when The Speed Journal visited. The street legal Imola is the most powerful and lightweight Huayra variant and features additional aerodynamic treatment around the side skirts, air scoop, and rear wing.
The Speed Journal’s visit coincided with the Motor Valley Fest, a four-day event showcasing the breadth and depth of manufacturers and motorsport across the Emilia-Romagna Motor Valley. Museum exhibits, open houses, car displays, and panel presentations filled the schedule.
Pagani displayed a Utopia and Huayra Roadster BC. Pagani’s team held talks focusing on talent and recruiting. Pagani also opened the doors of its museum and Atelier for guests and guided tours.
With the expanded museum and Atelier space, Pagani welcomes thousands of guests each year. For those visiting Italy’s motor valley, a stop is mandatory. However, go expecting a demonstration of handmade artistry where it takes as long as it takes to make each specimen that carries a Pagani badge.
The Speed Journal would like to thank the Pagani team for the tour and photography.
