Keywords: Car Styling, Supply Chain Reorganisation, Design-driven Innovation Theory, Coachbuilders
In a short space of time the car styling supply chain has undergone deep changes, which are being amplified by the current economic-financial crisis. The digitalisation of production and the transformation of supply links have modified the competitive position-ing of companies along the supply chain. In the Turin area the design-product-service relationships have been strengthened and have manifestly acquired the size and complexity of a system, with a high concentration of designers working in the styling industry and a continuous transfer of know-how from the motor vehicle sector to related and specialised sectors. The main objective of this paper is to analyse Turin's companies specialised in car styling, in order to highlight their peculiar features and operating strategies. As a matter of fact the Turin car styling supply chain accounts for the entire Italian sector.