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I.DE.A Institute's new ERA at the Geneva Motor Show


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TURIN, Italy - February 26, 2009: After a ten-year absence, I.DE.A. Institute returns to the International Motor Show in Geneva to present ERA, its latest concept car and symbol of an invigorated I.DE.A Institute.

With the final touches now complete, ERA will be unveiled at the 79th International Motor Show in Geneva following its first debut in Turin last May, marking the company’s thirtieth anniversary.

ERA is a two-seater roadster expressing continuity with the past and at the same time symbolising a company on its way to a new future. Brought to life by a creative team of young designers and skilled model and show car builders, ERA represents a new phase for I.DE.A Institute, strengthened by the experience and synergies of its parent company, the Swiss multinational Rieter.

The car features gull-wing doors opening onto a simple yet effective interior with its visible tubular structure. ERA’s shape has been sketched instinctively: its smooth curves, proportions, elegance and personality all come to life from taut yet harmonious lines giving the car its elegant but powerful appearance. ERA is a contemporary interpretation of that classic “Italian Style” that is much appreciated the world over.

The ERA show car and I.DE.A Institute’s presence at the International Motor Show in Geneva are both tangible signs of the new spirit driving the company forward. “With ERA we are looking to the future: this is just the first in a series of models we are creating to reaffirm our design capabilities” - commented Pietro Lardini, Chairman of I.DE.A Institute.