Giovanni Bertone, based out of Turin, Italy, and founder of Gruppo Bertone, made a name for himself crafting carriages in the early 20th century. Once the public became fascinated with automobiles, Bertone shifted his focus and began producing groundbreaking vehicle designs that achieved international fame.
Giorgetto Giugiaro, an esteemed figure in automotive design and who was inducted into the Automotive Hall of Fame in 2002, had a hand in bringing the Luce into fruition. Guigiaro’s other accomplishments include design work with Lamborghini, Maserati, Lotus, and Bugatti.
Mazda utilized a Bertone prototype as inspiration along with Guigiaro’s input, and crafted a luxury sedan that included Mazda’s own Japanese spin. The Luce Rotary Coupe featured amenities like a wooden steering wheel, sophisticated dashboard, bucket seats, air conditioning, no side pillars for better visibility, and a spacious interior.
What did Italian automotive styling and Japanese luxury cost in 1969? The Luce Rotary Coupe cost anywhere from 1.45 to 1.75 million yen, according to Mazda, which is between $9,271 and $11,189. Adjusted for inflation, this luxury coupe today would cost upwards of $95,000.
