LaForza by Pininfarina

Pininfarina was preparing to launch a luxury Italian SUV into the U.S. market to compete with high-end models like the Range Rover and Ford Explorer. Marketed in Italy as the Rayton-Fissore Magnum, they needed a name that would resonate with American consumers and communicate qualities such as design excellence, powerful performance, and a premium driving experience.

The name LaForza was chosen for its powerful meaning and appeal. In Italian, “LaForza” translates to “The Force”, a fitting description for a vehicle that exudes strength and performance. The name also had an elevated feel, carrying the sophisticated charm of the Italian language and fitting well within the luxury SUV market. Additionally, it was a cognate, making it easily recognizable and understandable for American consumers.

The name LaForza successfully captured consumer attention and conveyed the vehicle’s premium qualities, helping Pininfarina’s SUV stand out in the competitive U.S. market. The vehicle was sold in the U.S. from 1989 to 2003 in various iterations, with the name LaForza becoming synonymous with high-end Italian automotive design and performance.