Andrea Pininfarina, chairman of Pininfarina car design company that designed body shells for Ferrari, Fiat and Maserati, has died in a road traffic accident.
Having graduated with an engineering degree from Turin Polytechnic in 1981, he worked in the US for two years, before joining the family company on his return.
In 1986, Pininfarina expanded into the interior and product design markets with Pininfarina Extra.
The incident happened yesterday morning in Trofarello, a small town between his home in Moncalieri and his office in Turin.
The 51-year-old designer was said to have been knocked off his scooter when a car failed to give way, according to a local news source, ANSA.
Recently the company has felt the effects of the turbulent car market. The family is planning to reduce its share from 55 per cent to 30 per cent to free up 100m euro (£78m) for new projects.
Mr Pininfarina leaves behind his wife Cristina, and three children.