HORACIO PAGANI
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Publisher, writer.
One-on-one conversation with one of the greatest geniuses of all time in ultra-luxury hypercar design and performance.
Driving a Pagani is an extraordinary experience, but meeting the visionary mind behind the brand elevates it to an entirely new level. I had the rare privilege of sitting down for a one-on-one conversation with Horacio Pagani, one of the most iconic figures in the world of ultra-luxury hypercars. What made this encounter even more meaningful was the shared connection of our Argentinian roots and the fact that we are nearly the same age. This common ground allowed us to reminisce about the passions that defined our youth—an enduring love for fast cars and an equal fervor for soccer.
Our conversation flowed carried by the familiarity of our Argentinian language and accent, creating a sense of conection that made the exchange all the more special. Here is what I gathered from this remarkable encounter.
Horacio Pagani exudes a deep passion for Italy, a country that embodies culture, artistry, and the enduring legacy of the Rinascimento. Its rich traditions, coupled with its status as the home of automotive legends like Lamborghini, Ferrari, and Maserati, provided the perfect foundation for Pagani to launch his own brand—a name now synonymous with extremely meticulous craftsmanship and exclusivity.
Born in Argentina, Horacio’s early inspirations came from the renowned Torino cars of the 1960s—a very well-known brand for Argentinians, and the electrifying world of prototype racing. Oreste Berta, a revered engineer who prepared Torino race cars for Renault’s official team, was a hero to the young Horacio. This fascination shaped his dreams and ignited his lifelong passion for automobiles. Today, a Torino 380W holds a special place in his private collection, a nod to the memories that started it all.
Despite his global acclaim, Horacio remains deeply rooted in his Argentine heritage. He returns to his homeland at least twice a year, reconnecting with family and childhood friends who have accompanied him through his journey.
Horacio reflected on the remarkable trajectory of his brand, which began with the debut of the Zonda 25 years ago. The Zonda, a marvel of its time, was unlike anything the world had seen. Priced significantly higher than its contemporaries, it appealed to a clientele of sophisticated collectors aged 50 and above. Developing this revolutionary car required immense personal sacrifice; Horacio had limited financial resources and had to rely on his determination and ingenuity to bring the Zonda to life. Over time, the Zonda proved to be not only a masterpiece but also a sound investment, with its value increasing 15 to 20 times its original price.
In 2011, Pagani unveiled the Huayra, a model that introduced groundbreaking technology and was tailored for the U.S. market. With features like active aerodynamics and advanced suspension systems, the Huayra marked a significant evolution from the Zonda. Eleven years later, in 2022, Pagani presented the Utopia—a car that Horacio describes as a true reflection of his clients’ desires. Through careful listening and a keen understanding of their preferences, he created a 12-cylinder manual car that eschewed trends like hybrid and electric engines. Every detail of the Utopia was meticulously crafted, making it a car of unparalleled individuality. Such was its success that all units were sold a year before its official launch, a phenomenon repeated with the Utopia Roadster, which was entirely pre-sold before its debut four months ago—in August.
What stands out most about Horacio is his unique perspective on success. For him, selling out a model before launch is not the pinnacle of achievement. True success lies in creating cars that continue to perform years after their release and bring lasting satisfaction to their owners. This philosophy underpins the culture of Pagani Automobili, where the guiding principle—displayed prominently throughout the factory—is that “the customer is our true employer.” This ethos reflects Horacio’s belief that the company exists to serve its clients, who ultimately sustain every aspect of the business.
Horacio’s approach is also characterized by humility. He does not seek to satisfy his own ego but rather focuses on fulfilling the aspirations of his customers. A Pagani is not a car for mundane tasks like school runs or commutes; it is an indulgence, a statement of passion and artistry. With prices ranging from $3.5 million to $15 million, each car represents a significant investment, one that Horacio meets with a deep sense of gratitude toward those who choose to own his creations.
The United States has long been a key market for Pagani, historically accounting for about one-third of the company’s production. With the Huayra, that number rose to 40%, yet demand in the U.S. remains three to four times greater than the number of cars available. This imbalance only heightens the allure of the Pagani name.
When discussing sustainability, Horacio revealed that his team began exploring the concept of an electric Pagani seven years ago. Yet, after extensive research, they found that not a single Pagani owner expressed interest in an electric option. While electric vehicles have their place, particularly in urban environments, Horacio believes decisions about the future of automotive technology should be guided by scientists, engineers, and universities, not politics. He envisions a future where innovation in hybrid, synthetic fuel, and other propulsion methods is driven by practical research rather than political agendas.
The artisanal nature of Pagani Automobili sets it apart. Located in Italy’s Motor Valley, Modena—a region home to Lamborghini, Ferrari, and Maserati—Pagani operates on a boutique scale. Each car is crafted and assembled with unparalleled attention to detail, ensuring that no two are alike. Every model is a collaboration between the brand and each individual client, resulting in a car that reflects the owner’s unique personality.
Pagani’s dedication to innovation extends to the materials used in its cars. The company works with over 40 advanced composite materials, including carbon fiber, Carbo-Titanium HP62 G2 and Carbo-Triax HP62, producing these components entirely in-house. Collaborations with companies like Pirelli and Bosch have further enhanced performance. The recent introduction of Pirelli’s Cyber Tire, for example, integrates sensors that communicate with the car’s computer to optimize driving dynamics. Artificial intelligence has also streamlined testing processes, dramatically reducing the time needed to perfect the new tire compounds of the Utopia.
Pagani Automobili remains a family affair, with Horacio’s sons, Leonardo and Christopher, playing central roles. Leonardo oversees the company’s “Modena Design” department which specializes in precision CNC machining for the automotive, aerospace, and biomedical industries, in addition, Leonardo manages the Pagani Arte and Pagani Grandi Complicazioni departments.
Christopher manages international communications and marketing, ensuring the brand’s continued global presence. And the operations of Pagani Museum, which welcomes 9,000 visitors each month.
Looking to the future, Horacio shared that the development of each model begins at least eight years in advance. Today, the company is already working on special editions of the Utopia for 2032.
Beyond cars, Pagani is expanding into interior design for helicopters, airplanes, and ultra-luxurious real estate projects like the Pagani Residences in Miami and the Da Vinci Tower in Dubai. These ventures, along with an elegant line of furniture, are brought to life through Pagani Arte, the brand’s design-focused division.
Horacio’s inspiration can be traced to Leonardo da Vinci, whose idea that “art and science go hand in hand” has shaped his journey. From a young age, Horacio felt a connection to both technical precision and artistic expression. His admiration for da Vinci deepened over the years, influencing not only his career but also his personal philosophy. He owns a home near one of da Vinci’s frequent haunts, a place he visits often to study the life of the Renaissance master.
Through his work, Horacio Pagani has created more than just cars. He has crafted an enduring legacy that celebrates the fusion of art, science, and passion, inspiring a global audience of collectors and enthusiasts.
