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Marketing Division, Research and Development division and designers are the main players in the "concept" phase, which translates into the conceptual definition of the product in terms of positioning, technical characteristics and style. The ideas begin to take shape and become a first aesthetic prototype resulting from the combination of advanced computerized design techniques with the most traditional manual modeling methods. Then follows the actual design of the helmet: in this phase, advanced computer-aided design techniques allow the realization of the first functional prototype, as well as the simulation of the fluid-dynamic and aero-acoustic behavior of the product. Testing on the road, on the racetrack and in the wind tunnel allow, finally, to collect useful data for the final product tuning and sampling phase before industrial production.