Wirtschaftsforum: Mr. Ellena, you run a company in a special niche. How did it all start?

Massimo Ellena: I founded Ellena S.r.l. in 1996 in Saluzzo. We started in a small rented workshop with 400 m2. In 2004 we moved to our current location, which now comprises a production area of 10,000 m2. Our core business is the conversion of vehicles - such as Mercedes, Jaguar, or Maserati - into high-quality hearses and carriers for funeral services.

Wirtschaftsforum: How exactly does such a conversion take place?

Massimo Ellena: First, the base vehicle is completely dismantled and the wheelbase is adjusted by extending the frame. Then we install a custom-made body made of composite materials like carbon and Kevlar. Subsequently, the original components and individual elements for the funeral industry are integrated. An important aspect here is our commitment to design and aesthetics - we work closely with renowned designers from the Turin area to make the vehicles elegant and distinctive.

Wirtschaftsforum: That sounds like a lot of detailed work. How important is individual design in your business?

Massimo Ellena: Individuality is our hallmark. Our customers choose not only the technical features but also the colors, leather, stitching, and equipment. Each vehicle is a unique piece - a tailor-made product that is created like a fine bespoke suit. Our models enjoy an excellent reputation worldwide for quality, design, and service.

Wirtschaftsforum: Who are your typical customers?

Massimo Ellena: Our main customers are funeral service companies - from Italy, France, Belgium, the Emirates, or overseas. The export share is about 30%. We regularly participate in international trade fairs such as TANEXPO in Bologna or Funéraire in Paris and continue to expand our presence in new markets like the USA or Australia.

Wirtschaftsforum: Which models are particularly in demand?

Massimo Ellena: Mercedes has long been the classic choice. But in 2015 we introduced a real novelty: the first hearse based on a Maserati. The model was presented at the trade fair in Paris and was a complete success – not only in Europe but also in Dubai and overseas. Our latest innovations, such as the first fully electric hearse version based on the EQE, are also attracting great interest.

Wirtschaftsforum: Service seems to play a central role in your business. What does that look like in practice?

Massimo Ellena: Service begins for us with the initial consultation - about choosing financing or leasing, where we offer exclusive solutions in cooperation with Ifis Bank. Even more important is the aftersales area: We have a contact person available around the clock, provides replacement vehicles and, if necessary, performs repairs on-site at the customer's location - even abroad.

Wirtschaftsforum: How important is sustainability for you?

Massimo Ellena: It is very important. For 15 years, we have been generating our electricity through our own photovoltaic system. With our hybrid and electric models, we also contribute to environmental protection. It is particularly pleasing that such vehicles are in demand even in smaller cities – this shows how much the awareness in our industry is changing.

Wirtschaftsforum: You surely also feel the shortage of skilled workers?

Massimo Ellena: Unfortunately, yes, the lack of qualified professionals is also noticeable in our industry. That is why we are increasingly focusing on internal training. Young people, who often come to us through personal recommendations from our employees' networks, are gradually integrated and individually promoted. This practical approach allows us to directly pass on knowledge and values – and thus secure the quality and reliability of our work over the long term.

Wirtschaftsforum: What currently gives you pause for thought? What challenges do you see?

Massimo Ellena: The general economic and geopolitical uncertainty – from ongoing crises to rising interest rates – is also affecting our business. Since our vehicles represent a high investment value, they are usually acquired through leasing or financing. The rising interest costs lead many companies to rethink or delay their investments. Nonetheless, we remain optimistic: Our products stand for quality, our market segment is specialized and comparatively stable. The demand is there – and we are ready to explore new paths with innovation and reliability.

Wirtschaftsforum: What direction should the company take in the coming years?

Massimo Ellena: Our goal is to continue setting new design and technology standards in our niche. We want to specifically expand our international presence – especially in markets like the USA and Australia, where we see great potential. At the same time, we will continue to develop our model range in the area of alternative drives. Here, our basic principle remains: quality before quantity. We do not mass-produce but cater to customers who value craftsmanship and individual solutions. We intend to consistently pursue this philosophy in the future.