Luigi Storero was born in October, 1868 in Turin, Italy. He joined his father’s workshop in 1884 which became a producer of bicycles. The young Storero became a bicycle racer, then turned his attention to motor vehicles: he first used a DeDion-Bouton tricycle, then built a similar vehicle of his own design, called the Phénix. From 1901 he raced Fiat cars and in 1908 he set up a garage to sell Fiat cars as well. The garage was later taken over by the company. Storero left them in 1910 and set up his own automobile company.
There are conflicting reports on when he died: some sources claim November, 1955, others claim October, 1956.