The Client: Pininfarina
Pininfarina would soon be launching a luxury, Italian SUV into the U.S. market to compete with the Range Rover and the Ford Explorer. Marketed in Italy as the Rayton-Fissore Magnum, designer Tom Tjaarda wanted a name for the U.S. market that communicated design excellence, powerful performance, and a premium driving experience to the American consumer.
NameStormers developed a name that sounded familiar yet elevated by the use of the Italian language. Since Italian is a romance language, and this particular word is a cognate, the definition of La Forza was not difficult to guess- The Force. The name successfully turned consumers’ heads, resulting in the sale of La Forza in the U.S. from 1989 to 2003 in various iterations. The company used La Forza Prima for one upgrade of the vehicle and finally La Forza Magnum for the last in 1999.