Romano Artioli established his career by operating one of the largest Ferrari dealerships in the world during the 1980s. Based in Bolzano, his regional influence extended across northern Italy and southern Germany, laying the foundation for a transition from high-end retail to the acquisition and management of international automotive marques.
Importation and Retail Foundations
Before entering vehicle manufacturing, Artioli focused on distribution and dealership networks. He owned Autoexpò, a firm that secured the position of the first Italian importer of Suzuki in 1982. This venture demonstrated his capacity to navigate foreign markets and introduce Japanese automotive products to the Italian consumer base.
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With the support of Ferruccio Lamborghini and Paolo Stanzani, Artioli formed the holding company Bugatti International. In 1987, the entity acquired the Bugatti trademark, and he subsequently served as chairman of Bugatti Automobili S.p.A. The firm produced the Bugatti EB 110 between 1991 and 1995. Parallel to these activities, his wife Renata Kettmeir established a luxury goods business in 1993 using the EB logo.
Lotus Acquisition and Financial Restructuring
In August 1993, Artioli purchased Lotus Cars from General Motors, assuming the role of chairman. During his tenure, the company developed the Lotus Elise, a model named in honor of his granddaughter, Elisa Artioli. Financial pressures resulting from the insolvency of his Bugatti interests necessitated a shift in ownership; he sold a majority stake in Lotus to Proton in 1996. He remained with the company as Special Projects director until 1998.
Transition of Assets
The collapse of the Bugatti enterprise was marked by a failed acquisition attempt by private equity investor CVC, which had sought to purchase the company via Anglo American Ventures. The potential £100m deal did not proceed past the due diligence phase. Following the cessation of operations in September 1995, the Bugatti assets were eventually sold to Volkswagen in April 1998.
Fast facts
- Born: 5 December 1932, Moglia
- Nationality: Italy
- Automotive brands owned: Bugatti, Lotus
- Suzuki importer: 1982
- Lotus acquisition date: August 1993
- Bugatti EB 110 production years: 1991–1995
- Daughter: Elena Artioli
- Granddaughter: Elisa Artioli
Questions readers ask
What was the significance of the Lotus Elise?
The car was named after Romano Artioli's granddaughter, Elisa Artioli.
Why did Romano Artioli sell his stake in Lotus?
He sold a majority stake to Proton in 1996 to cover financial losses stemming from the insolvency of his Bugatti Automobili S.p.A. venture.
Achievements
- Holdings: Bugatti Automobili
- Affiliated with Lotus Cars
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