The History of De Tomaso

From Racing Glory to Urban Legend: A Rollercoaster History

In the pantheon of automotive history, few marques embody the passion, drama, and volatility of the Italian car industry quite like De Tomaso. For enthusiasts in the United States, the name conjures images of menacing V8s, flamboyant styling, and a rebellious spirit that defied the established order. While the brand never reached the mass-production scale of Ferrari or the global ubiquity of Lamborghini, it carved out a unique niche as a purveyor of high-performance, accessible supercars that blurred the lines between brute muscle and European sophistication.

This is the story of De Tomaso—a company that raced in Formula One, built one of the most iconic GT cars of the 1970s, and ultimately succumbed to the harsh realities of the modern auto industry.

The Founder: Alejandro De Tomaso

The history of the company is inextricably linked to its founder, Alejandro De Tomaso. Born in Buenos Aires, Argentina, in 1928, De Tomaso initially pursued a career in racing. He drove for Maserati and OSCA in Formula One and sports car racing during the mid-1950s. Like many drivers of his era, he possessed an ambition that extended beyond the driver’s seat; he wanted to build his own machines.

In 1957, seeking better funding and industrial infrastructure, De Tomaso moved to Italy, settling in Modena—the heart of the nation’s automotive industry. He established his initial operations with the intent of competing in Formula One. However, racing proved to be an expensive endeavor, and his early prototypes, the OSCA F1 and the De Tomaso F1, failed to make a significant impact. This early failure forced a pragmatic pivot that would define the company’s future: the creation of road cars to fund the racing program.

The Early Years and the Formula One Struggle (1959–1964)

De Tomaso Automobili was officially founded in 1959. The company’s initial focus remained on racing, specifically Formula One. In 1961, De Tomaso entered a partnership with the legendary Maserati brothers, Oriando and Ernesto, who had recently sold their namesake company to the Orsi family. This collaboration resulted in the De Tomaso 8-cylinder, which competed in the 1961 and 1962 seasons.

Despite a brief period where the team was acquired by the Centro Sud racing team, the cars lacked the competitiveness of the dominant Ferrari and Lotus machines. The financial strain was immense. De Tomaso was burning through capital with little return on investment. The resolution to this crisis came not from the racetrack, but from the showroom.

The Maserati Acquisition (1975)

In a turn of events that is now a legendary piece of automotive lore, Alejandro De Tomaso managed to acquire the struggling rival brand Maserati in 1975. By this time, De Tomaso had found success with his road cars, particularly the Pantera. Maserati, however, was on the brink of collapse under the ownership of Citroën, the French automaker.

The acquisition was a masterstroke of financial maneuvering. De Tomaso utilized the assets and cash flow of his own company to buy Maserati from the Orsi family (who had retained the rights to the brand name even after selling the company to Citroën). This move made De Tomaso the owner of two historic marques, a rare feat for an independent Italian manufacturer. For nearly two decades, De Tomaso would manage both brands, using Maserati’s engineering prowess to enhance his own models (such as the Maserati Biturbo) while leveraging the production capabilities of both factories.

The Pantera Era and the American Market (1970–1990s)

The defining moment for De Tomaso in the United States came with the launch of the De Tomaso Pantera in 1970. The Pantera (Italian for “Panther”) was a mid-engine sports car that featured a lightweight fiberglass body mounted on a steel backbone chassis. Crucially, it was powered by a Ford 351 Windsor V8 engine, an arrangement facilitated by De Tomaso’s close relationship with the Ford Motor Company.

This “Italian body, American heart” formula resonated with U.S. buyers. While Ferrari and Lamborghini were utilizing high-strung, complex V12 engines that required meticulous maintenance, the Pantera offered reliability (thanks to the Ford 351) and brutal acceleration.

Factory Operations: The De Tomaso factory in Modena was a blend of artisan craftsmanship and industrial pragmatism. Unlike the high-tech facilities of German manufacturers, De Tomaso’s operation was smaller and more hands-on. The steel backbone chassis was built in-house, while the fiberglass bodies were often sourced from specialized carrozzerias like Ghia, with whom De Tomaso had a close working relationship. The final assembly took place in Modena, where the American V8 engines were mated to the chassis. This trans-continental supply chain—Italian engineering married to American mass-production powertrains—was De Tomaso’s key operational differentiator.

U.S. Consumer Reception: In the United States, the Pantera was initially sold through Lincoln-Mercury dealerships starting in 1972. The reception was mixed but passionate. It was a “halo” car for Mercury showrooms, sitting next to sedans and wagons. American consumers loved the styling and the performance (0-60 mph in roughly 5.5 seconds), but they struggled with the Italian quirks. The ride was stiff, the cabin was hot (due to the location of the V8 right behind the driver’s head), and the electronics were finicky. However, for the price—roughly $10,000 to $12,000 in the early 1970s, significantly less than a Ferrari—it was a performance bargain.

The King of the Hill: The De Tomaso Pantera GTS

The single most popular and notable vehicle De Tomaso produced was the De Tomaso Pantera, specifically the later GTS (Gran Turismo Sport) model introduced in 1972.

Why it was popular: The Pantera GTS offered a raw, visceral driving experience that appealed to the American muscle car enthusiast who craved European style. It was loud, fast, and unpretentious. The GTS model featured widened wheels, improved suspension, and cosmetic updates that made it more aggressive. It became a fixture in the pop culture of the 1970s, famously appearing in music videos (such as Elton John’s “Don’t Go Breaking My Heart”) and becoming a favorite of celebrities like Jerry Seinfeld and Rod Stewart.

Sales Figures:

• Total Pantera Production (1970–1992): Approximately 7,260 units.
• U.S. Sales: It is estimated that over 5,000 of these vehicles were sold in the United States, making it the primary market for De Tomaso.
• Global Sales: While sold in Europe and Japan, the U.S. accounted for the vast majority of volume.

Hardships, Struggles, and the Split with Ford

De Tomaso’s relationship with Ford was vital, but it was not without friction.

The Issue (1971–1974): In the early 1970s, the United States introduced stringent new safety and emissions regulations (specifically the Clean Air Act of 1970). De Tomaso, an independent car manufacturer, lacked the resources to independently engineer the Pantera to meet these new standards. Ford provided the financial backing and engineering support to adapt the 351 Cleveland V8 for emission control. However, Ford also began to exert more control over quality standards.

The relationship soured in 1974 when a dispute over pricing and quality control led to a breakdown in negotiations. Ford demanded higher build quality and lower costs; De Tomaso refused to compromise on his vision. Ford ceased importing the Pantera to the United States in 1975.

The Resolution: De Tomaso refused to let the Pantera die. He continued production for the European and Australian markets, refining the car into the Pantera Si and later the Pantera GT5. While the car was no longer officially sold in the U.S. after 1975, a thriving grey market importation business emerged, with enthusiasts importing European-spec models. De Tomaso eventually found new engine partners, including Chrysler in the late 1980s (for the Pantera GT5-S), but the glory days of the 1970s were over.

The 1980s and 1990s: Decline and Innovation

Despite the Pantera’s longevity (it was produced for 22 years), De Tomaso needed a successor. In the 1980s, the company launched the De Tomaso Deauville, a luxury sedan intended to compete with the Maserati Quattroporte and the Mercedes-Benz S-Class. It featured a spacious leather interior and a 5.0-liter Ford V8. While mechanically sound, it was criticized for its dated styling and lack of brand prestige compared to its German rivals.

In 1996, De Tomaso attempted a comeback with the De Tomaso Guara. This was a unique vehicle that utilized a spaceframe chassis and a BMW V8 or a Ford V6 engine. It was offered as both a coupe and a spyder. The Guara was technologically interesting, featuring a modular design, but it failed to capture the market’s imagination in the way the Pantera had.

Racing Programs

De Tomaso never fully abandoned racing. While the Pantera was the road-going star, the company supported various racing efforts.

• Pantera Racing: The Pantera was highly successful in sports car racing, particularly in SCCA (Sports Car Club of America) events in the U.S. The lightweight chassis and powerful V8 made it a formidable competitor against Porsche 911s and Chevrolet Corvettes.
• The 1990s Le Mans Attempt: In the early 1990s, De Tomaso, in partnership with the French team DAMS, developed the ECR 90 (also known as the De Tomaso Spazzaneve) for Group C sports car racing. The car was powered by a Judd V8 engine. However, the project was plagued by financial issues and failed to qualify for the 24 Hours of Le Mans in 1992, marking a final, failed attempt at top-tier motorsport.

The Buyouts and Final Years (2000s–2012)

The early 2000s brought the most significant hardships for De Tomaso. Alejandro De Tomaso, now elderly and in poor health, was forced to sell the company he had built from scratch.

The Sale (2004): In 2004, De Tomaso was sold to an American investment group, Tony Ricciardello, via a holding company called Italian Motor Sport Ltd. Ricciardello planned to revitalize the brand with a new supercar, the De Tomaso Pantera 2000, but the project never materialized due to lack of funding.

The Pardi Era (2008–2011): In 2008, the company was acquired by the Spanish entrepreneur José Manuel Moreno (under the company AutoNova) and later by Yielding (led by Gian Mario Rossignolo). These ownership changes were chaotic. The factory in Modena was effectively shut down, and the rights to the brand were fractured.

The Final Nail in the Coffin (2012): In 2012, the company attempted a final revival with the De Tomaso New Pantera (later renamed the De Tomaso P72 after a corporate restructuring). This was a planned production run of 500 units. However, the financial backing evaporated. The company was declared bankrupt in 2012. The factory in Modena was padlocked, and the assets were seized by creditors.

Current Status and Outlook

Today, De Tomaso is technically defunct as a manufacturer. The brand name has passed through several hands, including the Chinese company Wuhan Guanlong (which bought the rights in 2014 but faced legal battles). The original factory in Modena, located on Via Ciro Menotti, now houses a different automotive entity (specifically the operations of other niche manufacturers like GTO Engineering).

However, the legacy of De Tomaso is kept alive by a dedicated community of owners and restorers. The Pantera remains a highly collectible classic, with well-maintained examples fetching prices between $100,000 and $200,000 in the U.S. market.

What Made De Tomaso Different?

De Tomaso stood apart from Ferrari, Lamborghini, and Maserati for one primary reason: Accessibility through pragmatism.

While Ferrari treated the internal combustion engine as a piece of art, De Tomaso treated it as a tool. By utilizing American V8 engines, he stripped away the exotic mystique of the supercar and replaced it with usable, affordable horsepower. The Pantera was a car you could drive across Europe or America, service at a local Ford dealer, and repair without bankrupting yourself.

Furthermore, Alejandro De Tomaso was a true industrialist, not just a designer. While Enzo Ferrari sold cars to fund his racing team, De Tomaso sold cars to build an automotive empire, eventually owning not just his own brand and Maserati, but also Ghia (a legendary design house) and Vignale. He understood the business of cars—the supply chains, the factory efficiencies, and the marketing—in a way that few of his peers in Modena ever did.

Summary of Key Data

• Years of Operation: 1959 – 2012 (Manufacturing ceased in 2012)
• Founder: Alejandro De Tomaso
• First Model: De Tomaso 8-cylinder (F1, 1961); First Road Car: De Tomaso Vallelunga (1964)
• Last Model: De Tomaso P72 (Concept/Prototype, 2011)
• Most Popular Model: De Tomaso Pantera (1970–1992)
  • Total Production: ~7,260
  • Primary Market: United States
• Major Buyouts:
  • Maserati acquired by De Tomaso (1975)
  • De Tomaso sold to Tony Ricciardello (2004)
  • De Tomaso sold to AutoNova/Yielding (2008)
  • De Tomaso declared Bankrupt (2012)

De Tomaso’s history is a testament to the volatility of the auto industry. It rose from the ashes of failed Formula One ambitions to build a legend, only to eventually crumble under the weight of financial instability and changing regulations. Yet, the name remains etched in automotive history, representing a time when Italian style and American muscle could coexist in a single, perfect package.