Ericsson Automobile revives iconic Frua brand at Pebble Beach 2023

At the Pebble Beach Concours d’Elegance in California, Ericsson Automobile announced the revival of the iconic Frua brand, a significant name in Italian automotive design. The company, based in Switzerland, has acquired the complete Frua archive located in Turin, which includes over 600 designs created by the renowned designer Pietro Frua. This collection is considered a vital part of Italian cultural heritage and automotive artistry. Ove Ericsson, the founder and CEO of Ericsson Automobile, expressed excitement about the potential of the Frua brand, stating that they are exploring various design studies for a unique Frua car. The designs will be inspired by the extensive works found in the Frua archive, showcasing the timeless elegance and creativity that characterized Frua's contributions to car design during its peak. The revival of the Frua brand is not just a nod to the past but also an opportunity to innovate and create modern interpretations of classic designs. By leveraging the rich history and artistic legacy of Frua, Ericsson Automobile aims to attract enthusiasts and collectors who appreciate the artistry of automotive design. This initiative highlights the growing interest in classic car brands and the importance of preserving automotive history. The Pebble Beach event served as an ideal platform for this announcement, emphasizing the significance of Frua Coachwork as a key theme in the celebration of automotive excellence.