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5th period

1950
1950

The great rebuilding

The Ina Housing Project begins and continues until 1963, providing homes for 350,000 workers. A true social initiative and a unique building project.

1951
1951

First at hand in emergencies

The flooding of the River Po delta was one of the most devastating natural disasters in Italian history. Generali helps those affected with significant financial aid as well as donations from workers, while the company’s agricultural estate, Ca’ Corniari, houses 100 displaced children.

1953
1953

Driven by hope

Generali begins to campaign for better road safety - and compensation for accidental damage. Only 18 years later, vehicle insurance becomes compulsory.

1954
1954

Trieste is Italian again

After the tragedy of the war and subsequent allied occupation, Trieste finally becomes part of Italy once more. A new chapter in history begins for the city that Generali proudly calls its birthplace.

1956
1956

The presidents

In 1953 Mario Abbiate steps down as Generali president, choosing not to run for re-election. He is succeeded until 1956 by Mario Tripcovich and then by Camillo Giussani (pictured), who sadly passes away in 1960 before seeing out his term.

1960
1960

A president for the 1960s

Gino Baroncini, a company man all his life, takes the role of president at the dawn of one of the most important decades in the history of Italy and of Generali - the boom years.

1961
1961

A decade of expansion

Premium income grows at a rate of 15% a year in Europe, while the new markets of Japan, Australia and Latin America are also firing on all cylinders.

1962
1962

Great projects, big risks

Soaring industrial and commercial development brings ever greater risks. One of the first major projects covered by Generali is the construction of Italy’s first ever satellite launch pad - part of the 1962 San Marco Project. Generali becomes one of the first insurers in space.

1963
1963

A new type of cover

In conjunction with partners Concorde, the Group launches Europ Assistance, designed to help the beleaguered traveller in times of difficulty far from home. An innovative new type of policy designed for both tourists and business travellers.

1966
1966

A transatlantic partnership

Generali forms an international partnership with Aetna Life & Casualty, America’s biggest multi-line insurance group.

1968
1968

A man of honour

While 1968 is a year of revolution for many, Generali is particularly well organized like never before. The new president is Cesare Merzagora, former president of the Italian senate, having recently resigned his post in protest of political corruption creating an atmosphere of renewal for the company.

1970
1970

An open book

The new decade is ushered in with an important award for Generali for the best annual report, for the transparency and administrative fairness implemented by the new management.

1971
1971

Together we stand

Generali increases its capital assets with massive investment in real estate and agriculture. Within just three years property capital has doubled in value.

1971
1971

Moving with the times

Generali opens its new Data Processing Centre in Mestre, utilising state-of-the-art technology. From now on, all of the company’s accounting and administrative operations will be based here.

1971
1971

A modern company

‘Assicurazioni’ is dropped from the new logo - from now on the company will be known to the world simply as ‘Generali’. The winged lion also gets a facelift.

1974
1974

Down to earth

The subsidiary Genagricola is formed, charged with the task of acquiring land holdings in abundance. By 1980 the company will control all of Generali’s agricultural interests.

1979
1979

Cellist, sculptor, honorary president

On his 80th birthday, cellist, passionate sculptor and historic president of Generali Cesare Merzagora retires. The man who led the company through crises and recession to the tower of strength it is today is made honorary president. In his place today is Enrico Randone.

Credits

The images that appear in this timeline are reproduced from and also appear in ‘The Time of the Lion’ (Generali, 2015) or from public domain. Generali would like to thank once again all those who have contributed to the wealth of imagery in this book. The images that appear in this timeline are from the following sources:

1950 - The great rebuilding

INA Casa Ceramic plaques from L’INA Casa, il cantiere e la costruzione, Dipartimento di Ingegneria Civile, Università di Roma Tor Vergata, Gangemi Editore, 2002 Archivio INA

1962 - Great projects, big risks

The Saint Mark launching platform Photograph - NASA, Houston (Texas)