Maik Hahn for Bonnet Magazine - Jan 09 2025

Where Art Meets Automotive: A Conversation with Aloisa Ruf on RUF’s Legacy, Innovation, and Cultural Fusion

Aloisa Ruf stands at the crossroads of automotive heritage and modern cultural expression. Growing up surrounded by the iconic legacy of RUF Automobile, she has cultivated a unique vision that bridges the worlds of cars, art, lifestyle, and fashion. Her journey from an early passion for photography to becoming a key figure in shaping RUF's cultural identity reflects her belief that cars are more than just machines—they are functional sculptures that embody emotion and innovation.

In this exclusive interview, Aloisa shares her thoughts on how RUF stays true to its heritage while embracing cutting-edge innovation, the inspirations behind groundbreaking projects like the RODEO off-road vehicle, and the brand's collaborations with cultural powerhouses such as Ralph Lauren and Highsnobiety. She also opens up about her role in promoting women in the automotive industry and her vision for blending RUF’s automotive legacy with broader lifestyle and artistic endeavors. Join us as we explore Aloisa Ruf’s extraordinary journey in redefining RUF as a cultural icon.

Maik: Your recent collaborations blend automotive culture with art and lifestyle, such as with Ralph Lauren and Highsnobiety. How do you see this interdisciplinary approach influencing RUF’s brand identity?

Aloisa: RUF’s brand identity is deeply rooted in craftsmanship, innovation, and authenticity, but collaborations with brands like Highsnobiety, Period Correct, Sony, and Polo Ralph Lauren allow us to expand our story. These partnerships bring automotive culture and lifestyle together, introducing new audiences to our world. It’s important to move with what’s en vogue while simultaneously staying true to our essence.

Maik: In your exhibitions, like the one with Café INTEGRALE, how do you engage audiences to connect with RUF’s legacy and future?

Aloisa: My exhibitions, like the one at Café INTEGRALE earlier this year during the Bahrain F1, are designed to evoke curiosity for the brand and bring car enthusiasts closer to us. That event was truly special for me, as I am very fond of Bahrain, its people, and its car culture. It was a dream come true to work with a local brand to exhibit my artwork and host RUF enthusiasts. It was a true celebration!

Maik: You’ve showcased innovative projects like the RODEO off-road vehicle. Can you discuss the inspiration behind these models and their significance for RUF?

Aloisa: The RODEO was inspired by our history at Pikes Peak and our admiration for Ralph Lauren. We love merging different worlds – German engineering combined with my mother’s history in Oklahoma. The car itself is incredibly fun, beyond the design. It features an adjustable all-wheel drive system and is the first carbon-fiber monocoque off-road car in the world! Its dual wishbone, push-rod suspension on all four corners, designed for all-terrain driving, is avant-garde in the off-road world.

Maik: As the first female juror at Passione Engadina, how do you perceive women’s evolving roles in the automotive sector?

Aloisa: It’s encouraging to see the automotive industry embracing diversity. As the first female judge at Passione Engadina, I felt honored to contribute to such a unique event. I judged the elegance of cars as they drove by, which really makes all the difference! I believe the automotive world is one of the most inclusive and open-minded industries. Anyone with a genuine interest in learning can absolutely be a part of it, regardless of gender. It’s always about the people and their passions, and I’m optimistic about what the future holds for women in this field.

Maik: Your collaborations with artists and brands like Motul and Mauro Bergonzoli show that art holds a significant place in the RUF world. How important is the connection between automotive design and art for you personally, and what creative projects do you envision for the future?

Aloisa: One of my personal passions, besides cars, is definitely the arts. I started my photography in high school and launched my own business during the COVID pandemic. For me, cars are functional sculptures, so the connection between automotive design and art feels natural. I’m excited to explore ways to merge these worlds even further in the future.

Maik: How do you balance maintaining RUF’s traditional aesthetic with the demands for modern innovation, such as with the 993 light system presented at Pebble Beach?

Aloisa: Balancing heritage and innovation is what makes RUF stand out. We say that a tree can’t grow without its roots, and this manifests in all our models. Our designs remain classic, and we want the trained eye to feel their heart jump when they see or hear a RUF car. At the same time, we combine our engineering expertise with state-of-the-art technology, creating cars that are timeless yet contemporary.

Maik: Can you share any insights or upcoming projects where you aim to further merge automotive design with broader lifestyle and fashion elements?

Aloisa: We’re exploring exciting projects that push the boundaries of automotive culture, including partnerships with fashion designers and lifestyle brands. Our goal is to position RUF not just as a car manufacturer, but as a cultural icon that resonates across multiple domains, from the runway to the racetrack.