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The New Customer Decision – Farina Introduction: The company was founded in 1930 named as ¡§Farina¡¨ by Battista ¡§Pinin¡¨ Farina. It is specialized in design and production of custom and small series automobile. After the death of Farina in 1966, name of business was changed to ¡§Pininfarina¡¨. In 1979 it split its design and manufacture.