Andrea Pininfarina, CEO of famed designer firm dies in accident

Andrea Pininfarina, chief executive officer of Pininfarina SpAAndrea Pininfarina, chief executive officer of Pininfarina SpA, a famed designer firm of sports cars, including Ferrari and Fiat, died in an accident today.

He was 51.

Andrea is survived by his wife Cristina Pellion di Persano and three children.

Though details weren't immediately available it is given to understand that Andrea may have died instantly after his Vespa scooter collided with a Ford Fiesta in Trofarello near the northern Italian city of Turin.

''I'm deeply saddened,'' said Italian prime minister, Silvio Berlusconi, through a statement. According to Berlusconi, Italy ''loses a leading personality of the country's industrial life and the representative of a dynasty that did so much for the made-in Italy brand around the world.''

Pininfarina was appointed CEO of the Turin-based company in 2001.