The Acquisition
De Tomaso, an iconic Italian marque founded in 1959, was acquired with the vision of reviving one of the most storied names in automotive history. Known for its bold design language and motorsport pedigree, the brand represented a rare opportunity to combine heritage, exclusivity, and global collector appeal.
The Strategy
OIO Group recognized the increasing appetite among collectors for automotive brands with legacy, strong narratives and timeless design. By reimagining De Tomaso as a modern ultra-luxury automaker, we positioned the brand at the intersection of heritage and innovation. The launch of the P72 became the centerpiece of this revival, a contemporary coach-built hypercar that paid tribute to the marque’s 1960s racing prototypes while aligning with the desires of today's enthusiasts.
The Result
OIO Group has successfully developed and advanced De Tomaso’s product portfolio, with the P72 (72 units) and P900 (18 units) now in production for a global client base. Demand has significantly outpaced supply, with all P72 units fully allocated and only a limited number of P900 commissions remaining, reinforcing the brand’s positioning as a highly exclusive and desirable name in the ultra-luxury automotive market.
De Tomaso Automobili
De Tomaso needed a comprehensive overhaul to reconnect with modern consumers while staying true to its roots. This meant a complete redesign of its iconic vehicles, reimagining them with updated aesthetics and performance features, as well as a fresh, bold rebranding.