Pininfarina, the company that once acted as Ferrari's favorite coachbuilder, will soon be in the business of making cars of its own. A supercar is planned, named PF0, as well as three SUVs. The fastest of the lot, known as PF1, will use the same platform as the Rivian R1S SUV and will target Lamborghini's Urus in terms of performance. It's been almost 90 years since Battista Farina funded the Pinin Farina coachbuilding company and over half a century since the company's name was changed to Pininfarina. Many cars have featured Pininfarina bodies over the years, beyond the countless Prancing Horses, and, now, a fleet of SUVs is in the oven beside the company's own supercar.