Ferrari. What comes to mind other than the obvious. Luxury? Exclusivity? Formula 1? Art? Engineering? History? Passion and Soul? You can add your own to the list. For as long as I can remember, I’ve felt that many things designed and made in Italy were objects in possession of a soul. From appliances, cuisine and fashion to industrial design, mechanical engineering and art, Italy’s portfolio of world-renowned brands are the stuff of dreams and much more. However, there is one brand that has an aura all its own, one that’s genuinely global in scale and scope.
Between the poles and across the hemispheres, no other brand stirs as much passion, approval, loyalty and emotional ownership. When Enzo Ferrari created his eponymous company, he put into motion more than a company. Ambition, passion, problem-solving and yes, art, were made manifest in his cars, first in racing, then in street-legal sports and GT cars.
What factors played into the creation of Ferrari, the brand?
Passion This is a must-have, a non-negotiable intangible that’s expressed in determination, faith in oneself, desire and ambition.
History There are no overnight successes. Powerful brands have a narrative. Properly framed [read: small beginnings to small victories to world-wide success], Ferrari took to heart his mission to produce race cars that were designed to win AND deliver an aesthetic unlike others on the track. Certainly this mission carried over to street cars. Ferrari’s history is important to the brand’s mystique and attractiveness; the company smartly uses history to enhance its position in the exotic car market.
Standing Out Powerful brands deliver consistency and a promise on quality. Not to be flip, but early on, Ferraris weren’t consistent with quality and reliability. However that has changed. In just the past 20 years, they’ve produced products that are wholly different from other sports cars. One thing is certain, when you see a Ferrari, it does stand out. If you’re fortunate to drive one, its performance also stands out across a variety of areas [acceleration, braking, steering, sounds from the engine bay and exhaust pipes and so on]. Proper positioning is part of standing out and the company manages this extremely well.
Value You can successfully argue that no one needs a Ferrari [or anything that speaks of luxury, for that matter]. The brand’s real value goes beyond the sticker. Emotional ownership and exclusivity fuels value; the sticker price reinforces limited production quantities as well. Ferrari markets its brand through careful licensing, merchandising, events and affiliations. Put another way, mortals like us can still feel part of the Ferrari brand, mystic and experience. Their online store demonstrates this because it promotes a sense of inclusion: we can’t afford the cars, but we can feel and show our admiration for the brand via jackets, bas, mugs, watches, caps, T-shirts, office accessories and more.
Carlo Centeno 