Concept of the Week

The one-off roadster design wows at Pebble Beach

Pininfarina Hyperion

Stuart Schwartzapfel

Italian design house Pininfarina presented its latest private commission, dubbed the Hyperion, in California at the 2008 Pebble Beach Concours d'Elégance held in August. The one-off roadster, commissioned by collector Roland Hall, is based on the Rolls Royce Drophead Coupe, which normally starts at $407,000. The Hyperion is meant to evoke the appeal of 1930s cars styled by Pininfarina for Rolls-Royce. Designers moved the driving position back and removed the rear seats altogether. The new fabric top folds behind the seats under a wood-lined cover. The body, meanwhile, is crafted from light carbon fiber.

The Verdict: Customization that's not for the masses.

Stuart Schwartzapfel is a regular contributor to BusinessWeek.com. He has studied the automotive marketplace and works as an advertising and marketing strategist for major manufacturers. He does not write about any car brands for which he currently works.

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