Nada ventured, Nada gained

Hazim Nada believes he has found a better way to launch a luxury car brand. Felix Page meets him to hear his plans for Aehra

It is generally accepted that Italian sports cars are louder, more outlandishly designed and all-round more flamboyant than their contemporaries from overseas. And it follows that the leaders of their makers have often been charismatic maybe even dogmatic enough to have attracted cult followings in their own right.

Ferruccio Lamborghini, Enzo Ferrari and Horacio Pagani, responsible for some of the most pivotal cars and sensational headlines of their eras, were or are sufficiently charismatic and outspoken to have transcended the community of automotive enthusiasts and left an indelible mark on society as a whole.

Hazim Nada, founder and CEO of Italy’s latest sporting car maker, doesn’t quite fit the mould. His nascent brand, Aehra, has already made quite the splash with the reveal of its maiden model an ultra-aerodynamic, super luxury SUV to rival the Lotus Eletre and intriguing plans for Porsche Taycan and Maserati Granturismo equivalents to follow closely behind. When he arrives for our long anticipated meeting in London a whistle stop ona whirlwind extravaganza of hand-shaking with key stakeholders and collaborators in his growing firm), it quickly becomes clear that this is a CEO who is more than happy for his products to do the shouting.