Italian Automaker Pininfarina’s Future Luxury SUV Will Likely Have Hybrid Power

Italian carmaker Automobili Pininfarina’s next production car, a luxury SUV based on the radical Pura Vision concept shown at the Pebble Beach concours event in California last year, will likely not be a battery EV, but is envisioned with plug-in hybrid power.

“We’re looking at all technologies,” CEO Paolo Dellachà tells Penta . “Our commitment to electric will stay—it’s the future—but we’re also investigating hybrid power.”

The CEO won’t yet comment on which internal-combustion engine might reside under the hood of the new SUV, but he says such a luxury car would ideally have up to 50 miles of EV-only range. “We want to maximise the range, but we also don’t want the battery to take up too much interior space or add too much weight,” he says.

Inside the B95 Gotham.
Pininfarina Photo

The Pura Vision SUV could be toned down by the time it morphs into a production car, but in concept form, it displays a wide range of design innovation—and is as visually striking as the Tesla Cybertruck.

Dellachà has been in the lead role for a year and a half. But before that he was the company’s chief product and engineering officer, deeply involved in the building of the flagship Battista EV, and had previous appointments at Ferrari and Maserati. He is, in short, a very hands-on CEO.

The B95 Gotham: Would Bruce Wayne buy one?
Pininfarina Photo

The brief for the Battista, he says, was “to create the most powerful car ever built, with great handling that ensured it could do more than accelerate in a straight line. Reaching that goal was only possible with an electric powertrain—we showed what the Battista could do with four electric motors.” The US$2.2 million Battista supercar, featuring an electric powertrain developed with Croatia-based Rimac, achieved its brief—with up to 1,900 horsepower on tap.

There’s no date on the SUV yet, and Dellachà declines to comment on how many Battistas have been delivered, but the U.S. remains the company’s biggest market. And Pininfarina should be very visible during Monterey Car Week, with a rally planned that will feature at least 10 of the company’s Battistas (including all five of the special-edition Anniversario anniversary cars).

The Pininfarina B95 Gotham (foreground) complemented by the Tumbler, a Batman movie car.
Pininfarina Photo

On Pininfarina’s stand at the Quail: A Motorsports Gathering on Aug. 16 will be the world debut of a concept for the one-of-a-kind Pininfarina B95 Gotham, one of four cars being built in collaboration with Warner Brothers Discovery Global Consumer Products’ Wayne Enterprises Experience, which develops curated luxury products. Warner Bros. works with DC Entertainment on Batman films, and Dellachà says the B95 Gotham is “something Bruce Wayne [Batman’s civilian persona] would want to have in his garage. It’s as if he were one of our clients asking us to build a unique project.”

The actual finished B95 Gotham, a variation on the open electric €4.4 million (about US$4.8 million) B95 Barchetta shown last year in an edition of 10, will be delivered to a customer by the end of 2025, Dellachà says. The other three cars in the Warner/Bruce Wayne series, all one-offs, are the Battista Gotham, the Battista Dark Knight, and the B95 Dark Knight.

Dellachà says that the creation of unique cars like the Batman-themed vehicles “will always be part of our business model.”

AI agents like Muse can already find you the cheapest hotel room in Paris. But they can’t locate a cheaper version of that Catskills cabin you’ve been eyeing, because it might only be available on Airbnb ABNB -1.43%decrease.

Investors should pay attention to that distinction. When Meta Platforms META 3.38%increase launched its Muse agent last month, travel stocks including Booking Holdings BKNG -1.19%decrease, Expedia and Airbnb all fell sharply.

Airbnb, though, has a real chance to emerge as a winner from the upheaval. The catch: Its stock already reflects above-industry growth. To justify its valuation, Airbnb will need to turn repeat customers into loyal ones.

Online travel companies make much of their money by simplifying search and collecting fees on bookings. AI agents threaten that model.

But not all travel marketplaces are equally exposed. Booking and Expedia largely sell hotel rooms that travelers can also book directly or through competing sites. If an agent can find the same room elsewhere, it has little reason to favor either Booking or Expedia.

Booking and Expedia also sell sponsored listings that steer travelers toward particular properties. Wells Fargo estimates those will account for about 8% of Expedia’s revenue and a much higher percentage of profit next year.

Airbnb has more ways to adapt. More than half its listings are available only on its platform, and more than 90% of its traffic comes directly to its app or website.

The customer relationship doesn’t end after booking, either. Bernstein analyst Richard Clarke notes that 90% of Airbnb guests go on to message their hosts about arrival times, keys or local taxes, giving Airbnb a connection to both sides of the transaction.

How the companies have responded to the possible agentic future is telling.

Expedia quickly signed on as a Muse partner. Airbnb hasn’t, and Chief Executive Brian Chesky says AI chatbots have so far been a boon, sending customers to Airbnb’s website.

Chatbots might work for buying paper towels, he quipped at a Skift conference last month, but people enjoy planning trips. He argued that browsing dozens of homes isn’t something a text-based chatbot is well suited for.

Still, the AI jitters arrived just as Airbnb was persuading investors it deserved its pricey multiple. For years after its 2020 initial public offering, the stock—which trades around 25 to 30 times forward earnings—went nowhere. Investors saw a mature operator trading at a growth premium.

This year, Airbnb growth seems to be accelerating. The stock jumped in August after the company raised its full-year revenue-growth guidance with its second-quarter results. Wells Fargo analyst Ken Gawrelski credits a run of product improvements under a revamped leadership team.

Among the changes: letting guests reserve now and pay later, adding hotels, and a redesigned home page and app. Investors were also betting on what comes next, including thousands more hotels, car rentals and, eventually, advertising.

The irony is that some of those growth drivers push Airbnb closer to the kind of business Booking and Expedia run—the kind of business AI agents could threaten. Even if AI agents capture a large share of travel planning and booking, Airbnb would capture the demand. But it and others would slowly lose control over how customers find and choose properties.

That would undermine the advertising opportunity investors are counting on. The bigger point for Airbnb and other marketplaces is that losing control of customer acquisition could mean surrendering some of their pricing power and margins.

To bulletproof itself, Airbnb might look to another e-commerce giant that has so far kept AI agents at arm’s length: Amazon.

Like Amazon, Airbnb has a loyal customer base and hard-to-match supply. But it has nothing like Prime membership to make customers think twice before taking their business elsewhere.

That is where loyalty comes in. Business travelers stick with Hilton or Marriott because enough nights earn them perks. Leisure travelers rarely accumulate stays with one chain. Airbnb has millions of listings and plenty of repeat customers, but no broad rewards program. It has begun experimenting with credits on hotel stays, but it should make loyalty a priority, not just a promotion.

Airbnb also plans to launch its own AI agent next year. But travelers using an agent might still want it to search Airbnb, Vrbo, Booking and hotel websites alike, rather than limit itself to one company’s inventory.

Eventually, Airbnb might have to strike deals with agent makers, using its unique homes as leverage to negotiate favorable terms, says Gawrelski. Such deals, along with rewards for loyal guests, could over the long term eat into the company’s roughly 13% take rate, he adds. But if they bring in enough additional bookings, the trade-off could be worthwhile.

History offers a reason not to panic. The shift from desktop to mobile unsettled investors in Alphabet and Amazon, but both emerged as major beneficiaries. Companies with valuable assets can come out of a platform shift stronger, if they adapt quickly enough.

Airbnb has homes the bots can’t easily replace. Now it needs to give guests a reason to insist on booking them there.

Italian Automaker Pininfarina’s Future Luxury SUV Will Likely Have Hybrid Power

AI-powered travel agents are challenging online booking platforms, but Airbnb’s exclusive listings and direct customer relationships could give it an edge. Its next challenge: turning repeat guests into loyal customers through stronger rewards and innovation.