“The Italian consumer fully appreciates it when Japanese technology and Italian style transform complicated gadgets into smoothly integral parts of people’s lives,” says Alesi. “This is where Sony succeeds.”

“Sony’s philosophy has always been that the most important goal of our business is to help people enjoy life,” he explains. “The consumer is the protagonist – he is at the center of all our products. Our products are designed to empower our clients, hence our logo: ‘Go create’.”

In order to achieve this, the company is aware of the constant need to innovate and improve design and technology. “Sony must make and sell revolutionary products,” Alesi comments. “That is what we do best.”

The synergies between creative genius and technological prowess present in Northern Italy since the Renaissance therefore works to further reinforce Sony’s business strategy in its Italian subsidiaries. “Design and style are as important to Italians as superb technology,” he notes.

Finally, Alesi credits Sony Italia’s staff with a key part of its success in the country. “Everyone who works at Sony knows it is successful because of them,” he concludes.