The year is 2023, and it will mark Ferrari’s return to the top class of endurance racing. Its last entry was in 1973, and after that Ferrari only participated in the GT class where it collected numerous successes. The last one in 2019 with the 488 GTE in the LMGTE Pro class.

But what is exactly the Le Mans Hypercar (LMH), and what does this series mean for Ferrari and other luxury car manufacturers?

SOME BACKGROUND INFO

The LMP1 category in the Le Mans Prototype races represents the top of closed-wheel endurance racing, and, in terms of speed around the track, second only to Formula 1. The new LMH is set to replace LMP1 from this year in the FIA World Endurance Championship.

The new series will maintain some similarities with the predecessor. Both hybrid and ICE cars will be allowed. But it will be also built on a different philosophy that promises to bring not only more interest for the audience but also more benefits to automakers for brand exposure.

While the LMP is heavily regulated in terms of design requirements to limit and align performance between teams (which is ultimately the reason why the prototypes end up looking remarkably similar to one another), the new LMH will be structured around so-called ‘Performance Windows’.

New technologies in performance measurement and analysis made this approach possible. So, each car is analysed and required to fit specific performance brackets for their power units, aerodynamic packs, weight, and so on. A series of best practices defined Balance of Performance (BoP), coming from expertise in other series, is applied to LMH. According to the FIA WEC website, the latest technical solution is the Torque Meter. A sensor measuring and limiting the power and in turn limiting the development costs.

After the unprecedented events of 2020, cost reduction is another important topic that has even impacted Formula 1. The budget cap is not just applied as an effort to uniform the field, but also as a measure for sustainability both for the business and the manufacturers. The same goes for the FIA WEC, where cost reduction is achieved through limitations to the materials and development for internal and aerodynamic components.

*Source:FIA WEC LMH

The automotive industry sales have been decreasing for 3 years now. The drop in fact has begun in 2018, way before the impact of Covid-19, mainly due to stagnation in the Chinese market. The same cannot be said for the luxury automotive segment though. Both 2018, and 2019 were positive years for the sector overall, and in 2020 despite the virus, it experienced a minor drop compared to the mass market.

*Mass market data source:OICA
*Luxury market data include Aston Martin, Bentley, Bugatti, Ferrari, Lamborghini, McLaren, Rolls Royce, Porsche (including only sales figures of 911 and limited series). Source: Annual Reports

With a sector in good health and several new millionaires every year the sales figures of luxury cars have grown. But this brings two relevant consequences.

First, it is crucial for manufacturers to maintain highly controlled numbers in order to preserve brand exclusivity. Second, “regular” luxury is not sufficient anymore. A while back, I touched on how the Customer Journey has become a necessary component of pretty much any luxury good, and this is especially true when it comes to luxury cars.

But along with extremely detailed customer services, there is another dynamic developing in the industry. Tailor-made one-off or few-off supercars.

Luxury car manufacturers are raising the bar with an increasing release frequency of these exclusive models. This time though, it is not about having the best performance of all (considering that all these cars are already capable of extreme performances) or being personalised in a unique way. This time there is more, and it is, as of now, the highest level of service imaginable by a luxury automaker.

In the early days of the automotive industry, it was common for wealthy clients to have a vehicle especially made for them by an OEM. Then it came mass production with concepts like economies of scale, so everything changed.

Now, instead, oftentimes luxury appears almost “too common” and having a car specified in a very original and creative way is not quite enough for some clients. So, luxury car companies are implementing programs and improving their capabilities, to take their clients on an even more unique journey by working together to design and manufacture their very own car.

*Includes only one-off or few-off projects developed working closely with clients or projects that started a similar wider program

THE TREND

From the graph above it is evident how Ferrari has been developing unique models for their clients for a while. From the first P4/5, it followed the 2008 SP1, with the name indicating the first model of the Ferrari Special Projects or Portfolio Coachbuilding Program. The Program has been started to bring back the experience of old days coachbuilding.

It is not surprising to see Ferrari being the first to embrace this kind of strategy. Not only they are one of the oldest companies in the space, but they have also been developing an extremely complex marketing mix whose example is being followed by other automakers in various instances.

The second trend observable in the graph is the overall increasing number of one-off or few-off projects. Much like bespoke personalisation programs, in the last decade, many companies claimed the intention to introduce their own highly bespoke division to produce unique models regularly.

*In order Ferrari SP1, Ferrari SP38, Ferrari Omologata, Pagani Zonda Zun, Bugatti La Voiture Noire, Bentley Bacalar Mulliner, Aston Martin Victor, Lamborghini SC20, McLaren Sabre

McLaren’s MSO before Sabre had stated the will to move in this direction. Pagani too, which already produced an extremely low volume of cars, started introducing unique highly modified models for their wealthiest clients.

Additionally, over the last three years, more companies joined this exclusive club. Lamborghini released its second one-off SC20 again developed by a client working with Squadra Corse, after the SC18 Alston. In Aston Martin, the Victor could only be the firstborn of a project called Prototype Operations teased by Andy Palmer in 2017 during an interview for Road & Track. The then CEO claimed their intention to ramp this production up to two cars per year. Bentley too withMulliner and the super limited Bacalar (only 12 units scheduled) reintroduced its concept of bespoke coachbuilding.

SOME OBSERVATIONS

It will be interesting to see if this dynamic turns into a proper trend. As of now, it does seem the direction these automakers are moving toward. If so, it would represent an entirely new competition stage that could, in time, even change how “regular” luxury performance cars are perceived and how wealthy clients approach these brands.

If these projects become more frequent, it can be expected to see more and more clients requesting this kind of service. In turn, some OEMs could either decide to partially lower their production volumes to focus more on limited series (following Bugatti, Pagani, or Koenigsegg business model), or sell their “slots” for even higher prices, considering that these one-off cars already sell for several million each.

In this respect, market regulations and restrictions evolving in the coming years might play an important role too.

An interesting point of view comes from Mate Rimac.

In a recent interview, he draws a parallelism between the future of car ownership and horse ownership before the advent of modern vehicles. According to Rimac’s CEO, like horses were once the main mean of transportation and were substituted by tractors and cars, the same is bound to happen to cars leaving space to electric and autonomously driven ones.

As governments ban the sales of ICEs and, especially in big cities, the ownership of a vehicle becomes increasingly inconvenient, cars will eventually become a luxury for the few.

The ownership of the vehicle ‘to go from A to B’ will cease to exist. In his hypothesis, when cars will not be allowed to drive on the road anymore as it happens for horses even today, they will survive thanks to enthusiasts who will keep driving them on tracks or other designated locations.

While some assumptions might be debatable, and the role of modern cars in our society, as well as their intrinsic and symbolic values, are probably quite different from those of horses, Mate Rimac’s vision is worth mentioning as it could tie in with the one-off cars trend. If luxury sports cars become objects for an even smaller customer base, one-offs could become even more relevant within the brand strategy and this could be the beginning of something bigger for the future of the industry.

*Cover Image byLamborghini Media

To properly understand the workings of the luxury automotive niche, one has to understand how the client’s preferences evolve, how trends pick up, and what are the needs of a restricted and highly selective group of customers. This time I was lucky enough to realise an interview with a Ferrari collector based in the USA who accepted to take part in this idea that I hope will gradually transform into a proper series. It is an invaluable opportunity to understand how a company and its products are perceived by someone with first-hand experience.

This Ferrari collector has a long history of passion for supercars and luxury vehicles, with experience of different brands and some incredibly special and rare models, among which Ferrari 488 Pista Spider and Ferrari Monza SP2 of the Icona Series. The 488 Pista Spider production is known to be limited to a few units, but Ferrari did not release an official figure. On the other hand, Monza SP1 and SP2 are limited below 500, making it one of the rarest cars in production today.

*Ferrari 488 Pista Spider and Monza SP2

R: Where does your passion for luxury cars comes from?

T: The passion for Ferrari started soon after I immigrated to the US.  At that time, somewhere, someone gave me a poster of a Ferrari F50 with a hot model laying on the hood. So, I had that poster pinned to my ceiling since, and the rest is history.

R: What do you look for when buying a supercar? (design, performance, tech features, unique customer journey, all of these together, other)

T: Primarily brand and dealership reputation. Ferrari is the one and only brand that speaks to me, and their dealerships’ reputation is much better than Lamborghini, Mclaren, or others. I have owned Lamborghini and McLaren, but I don't anymore because we don't have reputable dealerships in my area.

R: How does Ferrari satisfy these expectations and needs as a client?

T: Ferrari does not design and release many "special or limited" production cars as often as Lamborghini and Mclaren. The process Ferrari goes through to make sure all of the customers are taken care of is much more refined and consistent than their competitors’. For example, Ferrari dealers are not allowed to charge more than the MSRP as it happens with other companies that call them Market Adjustments.

R: Do you have any particular experience or curious anecdote regarding your Ferrari ownership experience?

T: It takes true passion and patience to become a top-tier Ferrari customer. A true and passionate Ferrari fan does not just buy the sexy cars that everyone wants, like the 488, but also the less popular ones such as the GTC4Lusso (in the pictures below). I have owned three.

R: Do you own other luxury brands besides Ferrari? (if so which and why?)

T: I have owned Lamborghinis and McLarens in the past but due to dealership’s issues, I no longer do. Also, other companies’ designs do not suit my taste as Ferrari does. Especially with the latest models on the market such as the Monza SP2 direct competitors.

 

R: Is there a new model you’d like to see from Ferrari? For example, a small light V6-powered car like the Dino was, or a new EV or hybrid?

T: I’m very excited to get my SF90 Stradale. Hybrid is going to be the futureand I can't wait to see how the SF90 performs. The ICONA Series, with Monza SP1/SP2 being the first, has to be the most exciting series from Ferrari.

R: What’s your thought on the upcoming Ferrari SUV?

T: I haven't seen any definitive design. Hopefully, the Ferrari SUV will look more radical than the muted Lamborghini Urus.

R: Do you also participate in track days? Or use your cars mainly for daily driving?

T: Yes, but not as much in 2020 due to Covid-19. I will resume as soon as the 2021 season starts after winter. As a Daily driver, I use a GTC4Lusso V12.

R: What’s your opinion on electric supercars or the future of supercars in general (i.e. e-fuels)?

T: There’s nothing like the sound of a Ferrari V12. Hybrids are a good addition to the product line. But I can't imagine a day when Ferrari no longer offers V12s.

OBSERVATIONS

Some really interesting conclusions can be drawn from this Q&A.

First, the importance of a high-level customer service, which confirms the value of a detailed and refined customer journey, as discussed before. Secondly, if anyone still doubted it, the fact that in today’s automotive sector, service is almost as important as the product itself, further justifying the application of a more extensive model for marketing and strategy analysis such as the Marketing Mix 7 or 8 Ps. Additionally, the service has to be delivered through a trusted dealership network which maintains the best standard and practices at every step of the process. These replies and the general trend of the industry are also indications of an exciting future for the competition on the service side of the business (more to come soon).

Other opinions expressed reinforce the evidence that appeared in the Ferrari Market Potential Analysis. The brand itself is a crucial component of Ferrari’s success which sparks a deep passion and loyalty in its clients. Being part of the Ferrari family means taking part in its history and the numerous initiatives and events promoted by the company and its dealerships.

Finally, there is the question of sports cars and supercars’ future with electrification gaining momentum. While now hybrids are widely accepted and most automakers are already moving in that direction, the same cannot be said for EVs. The internal combustion engine and what it entails for driving dynamics and emotions are still an integral part of the Ferrari ownership experience (as it is for several competitors). The transition is arguably still far away, and unless some sudden (but quite unlikely) advancement in E-Fuels development happens, it will eventually come and it will be interesting to see how Ferrari will turn it into a Ferrari driving experience.

As this strange 2020 draws to a close, I thought it would be fun and fitting to review the best social media marketing campaigns and different approaches used by the luxury automakers over the Christmas period to either celebrate the holidays or give an outlook on their 2020.

1. THE CHRISTMAS GIFT – LAMBORGHINI

As usual, by now, Lamborghini publishes the most successful Christmas-themed video of all. It is called The Christmas Gift, quickly approaching 6 million views in around two weeks on YouTube and over 14 million on Instagram.

The ad perfectly captures the spirit of this year’s holidays spent, in the majority of cases, away from friends and loved ones. Even so, and almost without showing the car Lamborghini manages to convey the most important values of its brand. Passion and love for the thrill of driving.

Much like the two campaigns released in previous years, this one has been received enthusiastically.

The same video, in fact, is already the second most-watched on the recently created Lamborghini official Tik Tok Channel with over 3 million views. Lamborghini being the second company in the space after Mercedes Benz to enter the platform and shortly followed by Porsche, while all the others

2. BENTLEY TAKES ON A VERY SPECIAL COMMISSION – BENTLEY MOTORS

This is in my opinion the smartest and funnier Christmas ad published by a brand in the luxury performance niche this year.

Bentley receives a commission for its flagship Flying Spur by Santa Claus himself. The video featured in the latest article about Bentley Marketing Strategy involves not only Product and Design managers, and a Mulliner’s specialist (Bentley’s personalisation division), but also showcases some high-end bespoke features and craftsmanship capabilities. 

The ad got a good reception on other platforms as well. On Instagram instead, Bentley has started a series of holiday-related posts under different hashtags both through @bentleynewsroom and the official page @bentleymotors to promote winter initiatives like #BentleyFestiveTour, #12DaysofBentley, and the challenge #BentleyFestiveLights.

3. A MESSAGE FROM AN F1 TEAM TO THE OTHER - MCLAREN

McLaren’s initiative has also been received with praise on every online platform even though it was not through its automotive company channel but via the official McLaren one. The company from Woking used its most powerful channel right now, the Formula 1 team.

Building on the 2020 season’s success and the extreme popularity of its drivers among the sport’s enthusiasts, the Formula 1 team published a video sending Scuderia Ferrari the Christmas wishes along with a gift. Formula 1 driver Carlos Sainz, who will be joining the Scuderia next year after two successful years in McLaren.

This has been one of the most captivating social media initiatives not only in the automotive space but also in Formula 1 as a great example of the values that move and shape the sport. So despite not being dedicated to fans or enthusiasts but specifically to a Formula 1 team, I thought it definitely deserved to be mentioned here.

Another interesting campaign is the 25 Days of McLaren published on Instagram and Twitter under the hashtag #25DaysofMcLaren. A series of short videos published once per day and leading to the 25th of December inspired by the Christmas Carol 12 Days of Christmas. Each one is a throwback to an important moment of the company’s year, remembering achievements and important successes in this difficult year.

4. DRIVE DEFINES HER AND THE 12 DAYS - PORSCHE

Porsche has published the first episode of what will likely be a series celebrating gender diversity(and maybe more) not just among automotive professionals but also its customer base through different professional paths. Drive Defines Her.

This first video features Nayla Al Khaja. She is the first female director and producer in the UAE, who also manages a production company a film Club in Dubai. Al Khaja is also active on social media and events as an influencer.

This is a sensitive topic that will resonate differently from more conventional automotive ads with its audience. However, it is an important statement on this topic.

Finally, much like McLaren and Bentley Porsche too had its own 12 Days of Porsche published on Twitter. A video each day featuring real music and Porsche-related lyrics.

5. A LOOK BACK AT 2020 - FERRARI

On December 23rd Ferrari released a video revisiting the main events of its 2020. It is an interesting piece of content to appreciate the variety of activities within the Ferrari Business and Marketing Strategy as well as the help offered to the community during the pandemic. E-sports, GT competitions, new models, merchandising, museums, the respirator valves, Formula 1, and more.

AN HONORABLE MENTION - MERCEDES

This is not listed among the others because along with a few ‘more traditional’ posts on social media, the piece of content in question has not been published on the major platforms and is dedicated to a specific demographic. The people working in the media.

After this difficult year, Mercedes with this short and “light-hearted” video published on its website celebrates the effort of the professionals involved in the industry who kept working to bring news and information about their products during these times.

Definitely an interesting point of view that no one else expressed.

Which ad or campaign was the best this year? Share your thoughts and comments below or on social media!
In the meantime, I hope this was a light and fun read.
Best Wishes of a Happy New Year!

Luxury today is about uniqueness. Automakers constantly enrich their services and offer a range to satisfy every client’s desire. Luxury automotive nowadays cannot be anymore just about producing beautiful, insanely fast, or extremely luxurious cars. The Customer journey has to be richer and involve the client in every step of the ownership.

The way to uniqueness begins with Tailor-made or bespoke programmes which allow each client to choose the car’s specification down to the smallest detail, making it effectively unique, as long as enough money is spent on it. Over the last decade, all the major luxury automotive manufacturers have significantly expanded their respective personalisation programmes including bespoke colours,  materials, and even car components along with dedicated experts that will help clients get their own perfect specifications.

There is a further step to all this though, during which really unique products, or one-off, are developed and it is not just down to specifications.

The concept of one-off vehicles commissioned by a wealthy client to a manufacturer is not new but dates back to about the beginning of the last century. At the time though, automotive was not about mass-production, economies of scale, and standardisation as it is today, so modern one-off are treated differently.

In this article, I listed 6 of the most interesting modern one-off cars ever produced in the luxury segment, either for their significance, or their history. The list could easily be much longer, but this time I decided to synthesise bringing only one example (almost) from each manufacturer considered.

1. ASTON MARTIN VICTOR

First in alphabetical order is the Aston Martin Victor. Presented in September at the Concours of Elegance at Hampton Court Palace. It is a bespoke car commissioned to and developed by Aston Martin’s Q (any James Bond fan here?). It is valued at around £2 million.

*Source:Aston Martin

It utilises the carbon monocoque of another iconic and rare One-77. The engine, 7.3 litre V12 is also taken from the One-77 but completely reworked by Cosworth and produces now 836 bhp. It takes interior and exterior elements from the expertise acquired from Aston Martin Vulcan and Valkyrie.

This car is extremely special, not only because just only one exists, but because it is Aston Martin's tribute to the 70s and 80s. A period when Aston Martin introduced a boxier look with the V8 Vantage.

The name Victor, instead, is a tribute to Victor Gauntlett, executive chairman of the company from 1981 to 1991. Under his guidance, the automaker embraced this particular styling but also cancelled the production of another special and now unique model, as only one exists today, the Aston Martin Bulldog.

2. BUGATTI LA VOITURE NOIRE

One of the most expensive cars in the world, priced at over £14 million, La Voiture Noire was presented at the Geneva Auto Show in 2019.

Built on the chassis of a Chiron heavily revised, with longer wheelbase, the same 8 Litre W16 producing 1500 bhp. The design by Etienne Salomé features some exclusive elements like 3D printed taillight bar, black-hued carbon fibre, six exhaust tips as well as advanced innovation like the wheels internal structure developed by AI.

*Source:Bugatti

This car too has an interesting story. The concept is based on the 1930s Type 57 Atlantic of which Bugatti built only 4 units. One, completely black and owned by founder Ettore Bugatti’s son Jean, went missing during World War II and was never found. The stunning modern interpretation pays tribute to the original La Voiture Noire.

3. FERRARI P80/C (SP36)

Ferrari has produced a considerable number of one-off cars throughout the years, with a program started over 10 years ago now, and vehicles’ styling varying to different degrees from their original platforms.

While all of them are noteworthy just for being unique Ferraris, the P80/C or SP36 is, if possible, even more special for two main reasons. First of all, because it is a race car. Differently from the other one-offs, it is not road legal. The platform is a 488 GT3, and the engine is the 3.9L Twin-turbo V8, not limited and producing 660 bhp, but at least externally it does not preserve any aesthetic element of it. Secondly, it is inspired by what are undoubtedly some of the most beautiful cars ever produced by the company, the Sports Prototypes such as 330 P4.

*Source:Ferrari

The car, in fact, is conceived to be presented without the rear wing too, in order to preserve a more elegant look. Price is said to be around £5 million.

Ferrari also published an interesting video featuring Flavio Manzoni himself, along with other Ferrari executives, discussing the P80/C development project.

4. LAMBORGHINI MARZAL

This is a very special, yet not well-known Lamborghini. The Marzal was initially conceived to be just a display car for international auto shows and add a more practical 4-seater to the Lamborghini lineup. It does preserve numerous Lamborghini typical design cues, such as hexagon shapes and rear window louvers. To that, many other elements like the large glass doors, the futuristic interior, and silver colour interior trim, make this design even more unique

The overall styling, realised, as many other Lamborghini designs by Marcello Gandini for Bertone, was then used for the Espada which has since become a classic Lamborghini. The engine is a 2 litre 6-cylinder engine designed by Mr. Dallara and producing 175 bhp.

What makes the Marzal even more interesting is the story of its first appearance. Monaco's Prince Ranieri III was so impressed with it that in 1967 chose this car for the lap of honour along with his wife Grace Kelly, then Princess Grace, before the F1 Grand Prix.

Value stands around €1.5 million.

5. MCLAREN X-1

McLaren presented its first one-off in 2012, the X-1. It did not produce other one-offs since, but according to a 2017 interview of McLaren Special Operations (MSO) Managing Director Ansar Ali with Autocar, the division had at that time the necessary facility to realise up to two or three similar projects per year.

The X-1 was modelled over the chassis, components, and 617 bhp twin-turbo V8 of the first McLaren Automotive model MP4-12C. According to Top Gear, discussions for this project began three years before its release between an undisclosed client and the then CEO Ron Dennis, and its price would sit at around £7 million.

*Source:McLaren

Overall, despite its polarising look, it is definitely a significant and interesting project from the Woking manufacturer as its first venture in the one-off development.

6. ROLLS-ROYCE SWEPTAIL

Last but not least, a look at the pure luxury of Rolls-Royce with the Phantom VII derived 2-seater Sweptail. Presented at Concorso D’Eleganza Villa D’Este in 2017 and priced around £9.5 million.

The Sweptail features numerous luxury options available within the Rolls-Royce range like the champagne bottle cooler, umbrella stored in the car side panel, as well as some more unique ones like the side drawer containing a bespoke laptop bag.

*Source:Rolls-Royce

The development process between client and company lasted four years and took inspiration from Rolls-Royce coachbuilding swept tails models of the 1930s. What makes this car more interesting is the mix of design cues from automotive and aeronautics, with clear inspiration from classic and modern yachts styling evident in exterior and interior elements such as the back deck behind the seats.

It is known that in the luxury automotive world Ferrari has such a unique history that very few come close. This strong identity reflects as well on its business model and its marketing mix. So, let’s dive in and see what and how many are the characteristics that make Ferrari one of, if not the most powerful brand in the world.

ABOUT THE METHOD

Marketing Mix is defined as a set of controllable marketing factors that a firm blends to produce the response it wants in a target market (Kotler & Armstrong, 1989). This article adopts the Booms and Bitner’s 7Ps (1981) instead of the classic McCarthy’s 4Ps (considered too simplistic) through Rafiq and Ahmed (1995) Marketing Intelligence & Planning approach. The model defines the marketing mix as Product, Price, Place, Promotion, Participants, Physical Evidence, and Process. Their research elevates the analysis method from its initial specification for service-based businesses to a generic marketing mix model. Levitt (1972) also supports the approach by claiming the 7Ps framework is adopted because to some extent everybody sells intangibles, so everybody delivers services. Ferrari's business model reflects perfectly these claims as well as Rafiq & Ahmed's thesis. First as automotive is a sector that requires a high degree of service. Second, a luxury brand such as Ferrari, has a short distribution channel which is strictly under control and following specific guidelines ensuring that the service and its quality are on-brand. The immediate recognisability of its Ateliers is one example.

Finally, for the same reasons, Goldsmith’s 8th P (1999) is also applied to this article, as the factor outlining market segmentation and product Personalisation that is increasingly important today, especially in the luxury segment. And automotive is no exception.

PRODUCT

Ferrari has a strong and varied product line that has been expanding at an unprecedented level in the last few years. During the last decade alone four products for different market segments were added. First the 4-seater luxury shooting-brakeFF substituted by the GTC4 Lusso in 2017. Then the hybrid SF90 Stradalethat applies the electric component in a different way from what the LaFerrari used to do, but most of all is a proper production model, not a limited series, and is sold for less than half the price of the LaFerrari. A completely new line called Icona and aimed at celebrating the classic beauty of older Ferrari models reinterpreted in a modern way introduced the speedster Monza SP1 and SP2. Finally, the new, understated and elegant 2+ GT Roma competes with a different range of Grand Tourers from those against Portofino and GTC4 Lusso.

FERRARI LINEUP CUSTOMER PROPOSITION VALUE

*This chart does not include the track-only models like 488 GTE, 488 Challenge Evo, and FXX program ones
**SF90 Stradale, Portofino M, 488 Pista, 812 Superfast all have a convertible version not represented here

All the models are high-performance, and with this range, Ferrari reaches a significant market coverage that extends its competition to every company in this segment. Additionally, new Limited Series, an SUV (Purosangue)that will likely substitute the GTC4 Lusso covering and possibly extending that market segment, and a new V6 powered line have been announced too.

The features are several and mainly found on the luxury-oriented models more than on the pure sporty ones. Options are plentiful on every single vehicle of the range in terms of specifications. Quality, of course, needs to be the best possible considered the market segment and to support this a 7-year warranty is includedwith every new car.

Along with its car range, Ferrari also sells luggage sets matching the cars’ specifications and an increasing number of lifestyle and apparel items in partnership with luxury brands.

Finally, the three most important features to include in this analysis: Design, Performance, and Brand, as shown in my more extensive Research and reported in my previous article McLaren and Ferrari: matching product diversification strategies?

Design is a matter of pride for Italian manufacturing and automotive which have historically been a distinctive feature, and still are. Beauty is another factor that cannot be overlooked in the slightest and always distinguishes Ferrari. The same goes for the performance, which is always at the top of its segment for every model, right beside its competitors. As for the brand, Ferrari has been declared byBrand Finance the strongest one in the world for two consecutive years, and it is confirmed by the survey among luxury and supercar owners I conducted for the research linked above.

PRICE

The price positioning is always at the very top of the market with rates varying, in the UK, between £164,000 and £376,000 for the production models before options that can bring that price up by well over £50,000 as discussed in the in-depth on Tailor-made services. The highly limited series like the Icona Monza SP1 and SP2 sell easily for over £1 million.

*In order the cheapest Ferrari Portofino, the most expensive production car SF90 Stradale, and the Icona Monza SP1

Perceived value is clearly a crucial component of this market for collectors, investors, and the brands themselves. Ferrari, in fact, leads the market by maintaining a strict production number control to avoid overproduction that would dilute the brand and the pre-owned market value.

Avoiding depreciation is paramount for these brands to maintain their appeal (Aston Martin's de-stocking effort is emblematic in this respect) and the cars' resell value. The whole niche is worth millions.

Payments are usually received 30 to 60 days after the new car delivery, but limited series and special editions are handled differently. Invitations to get a purchase slot are sent only to the highly valued clients which usually happen to pay in advance for the most sought-after limited edition models.

PLACE

Ferrari sells through a network of 166 authorized dealers. They are carefully located either in areas with a higher density of high-net-worth individuals or in ‘cluster areas’ where other luxury automotive dealerships are located. London’s H.R. Owen in Mayfair is a prime example.

LONDON MAYFAIR LUXURY DEALERSHIPS AREA

Along with the dealership network, special access and services are granted to Ferrari clients at the Headquarter in Maranello too.

PROMOTION

Ferrari has a unique mix of promotion channels and a high level of diversification. This is arguably the aspect that distinguishes it the most from any other brand in the market segment.

First comes motorsport and above all, Formula 1. Ferrari was born as a motorsport manufacturer which only later expanded into luxury road cars. So, while owning a Formula 1 team translates into important developments and new technologies that can be trickled down to the automotive business, it is most of all an outstanding marketing channel. Especially if it is the most winning team in the sport’s history, in these years in which Formula 1 popularity increases and E-sports are booming attracting countless new enthusiasts.

Ferrari organises a range of eventstargeted to enrich the experience of clients who enter the brand and improve the loyalty of the existing ones. It offers a wide range of exclusive activities from gala presentations and driving experiences, to driving courses to proper racing championships and track days.

Among the motorsport-related events there are the single-marque championship Ferrari Challenge, the Corso Pilota offering owners professional driving lessons divided by increasing level of skills, and finally, the Corse Clienti project divided into the XX and the F1 Clienti programmes. The XX is organised throughout a series of track days in the most iconic racetracks in the world for which Ferrari sells extreme and highly limited track versions of its most iconic models. It then ships the cars (which are not directly held by the clients) to the designed location and provides engineers, mechanics, and physiotherapists to manage everything from the setup to the drivers’ well-being.

*Ferrari 488 GTE, Ferrari FXX-K Evo, Formula 1 2019 SF90

The F1 Clienti allows Ferrari's clients to directly buy previous seasons' Formula 1 cars from the Scuderia and drive them in proper track days organised by the company. Along with the track activities Ferrari also arranges gala dinners and cocktail parties for all the participants.

Moving into digital marketing, Ferrari applies also a really comprehensive strategy across all the major platforms available, and some more experimental solutions such as the ‘We Race’ digital comic.

Finally, Museums(in Modena and Maranello) and Amusement Parks (in Abu Dhabi and Spain) serve as brand promotion that similarly to digital marketing, not only strengthen the company’s image but also involve the audience of enthusiasts that do not necessarily have access to the luxury market segment.

PARTICIPANTS

The services offered by the brand are numerous and direct contact with the customer happens in various ways. It begins before the purchase. Specialised employees guide the clients through the countless options to specify their own car, giving advice on the best combinations. The customer is then kept in the loop with successive communications on the car assembly work. These and other activities as a whole, define the customer journey in a very unique way.

After-sales expert members of the dealership network take care of car servicing and in some cases of organising exclusive events as mentioned above. Direct contact with owners is maintained through other initiatives too, like Ferrari Classiche, the specialised program to preserve the beauty and integrity of classic models.

Also, as it should be in 2020, Ferrari clients have access to the MyFerrari app which is a further exclusive connection with the brand to enrich the ownership experience. The app includes a configurator, information about the owner’s cars, Ferrari specialised events and presentations as well as direct contacts with dealerships and assistance.

At all times, dealerships employees receive training according to the company’s standard and are committed to promoting and marketing Ferrari in a manner intended to preserve the brand integrity and to ensure the highest level of client satisfaction.

PHYSICAL EVIDENCE

Ferrari’s presence has a strong and recognizable corporate identity. As of now, the dealership network is not owned by the firm but managed through licensing and franchising agreements with clear guidelines in terms of employees’ appearance standards, facilities, layout, and interior design finishes.

The three photos below are from dealerships in different cities but clearly present a very coherent and uniform image.

*DealershipsFerrari Salt Lake City, H.R. Owen Ferrari London,Ferrari of Miami

Dealerships are also equipped with lounge rooms for clients to physically spend time during the purchase process and experience some relaxing time in a refined environment. Every facility is maintained to the highest standard in order to reflect the brand identity.

PROCESS

The process description partially overlaps with that of the Participants outlining how the customer is guided through the purchasing journey and followed after it.

Overall, the production process alone can take between 30 and 45 days as the cars production rate is relatively low and, as said, the overall production number is strictly controlled. The main reason though is that the manufacturing process is mainly carried out by hand by expert artisans and engineers. This part of the process itself adds significant value to the finished product.

This is also the reason why, in the pandemic period, potential supply chain disruption, discussed here How Covid-19 will affect the luxury automotive industry, could become even riskier for low-volume luxury manufacturers. Also, with the lockdown periods during 2020, different measures have been put in place for clients and prospects to get in touch with the brand. Video content is an important component for instance with pre-owned cars as often customers cannot be shown the car in person.

PERSONALISATION

Last but not least, the defining feature of luxury spending in many different industries, personalisation. Introduced already in the 50s and expanded throughout the years, it reached the pinnacle in 2011 with the introduction of the Tailor-Made Program.

The personalisation service is now divided into three levels, ‘Personalisation Program’, ‘Special Equipment’ and the mentioned ‘Tailor-Made’which offer an increasing level of detail and variety of choices, along with higher care by Ferrari designers. Additionally, Tailor-made also offers three distinct collection guidelines named Scuderia, Classica, and Inedita that take inspiration respectively from the racing heritage of the brand, from the more classic GT combinations, and from new and innovative solutions.

Last but not least, the defining feature of luxury spending in many different industries, personalisation. Introduced already in the 50s and expanded throughout the years, it reached the pinnacle in 2011 with the introduction of the Tailor-Made Program.

The personalisation service is now divided into three levels, ‘Personalisation Program’, ‘Special Equipment’ and the mentioned ‘Tailor-Made’which offer an increasing level of detail and variety of choices, along with higher care by Ferrari designers. Additionally, Tailor-made also offers three distinct collection guidelines named Scuderia, Classica, and Inedita that take inspiration respectively from the racing heritage of the brand, from the more classic GT combinations, and from new and innovative solutions. 

This allows clients to create virtually endless bespoke combinations of materials, colours, and finishes. Specifications include also interior functional components such as sound systems and sports exhausts as well as the aforementioned accessories like luggage sets.

*Tailor-made Ferrari Portofino

Overall, when it comes to the marketing mix and diversification strategy, Ferrari represents probably the most impressive example within the luxury segment. So much could be added that twice the length of this already long article would most likely not be enough. In the meantime then, if you are interested in going more in-depth contact me via social or email at riccardo.delbello@rccdbcars.com to request a copy of my Ferrari Brand Market Potential Analysis.

 

Sources:

Goldsmith R., 1999, The Personalised Marketplace: Beyond the 4Ps, Marketing Intelligence and Planning, availableHere

Rafiq M. & Ahmed P., 1995, Using the 7Ps as a generic marketing mix an exploratory survey of UK and European marketing academics, Marketing Intelligence and Planning, availableHere

Here is a new article of my ‘Marketing Racing’ series, where I look closely and discuss the most interesting and innovative new and old marketing campaigns launched by luxury car manufacturers. Last month I looked at Lamborghini’s Huracán EVO RWD Spyder. This week is Ferrari’s turn, with a really fresh idea launched back in 2018. A webcomic. Despite being likely overlooked by many it is still worth mentioning as an example of creative thinking and how diverse marketing can become to appeal to a new target audience.

FERRARI’S MARKETING

Ferrari as a company has a wide variety of unique channels and marketing resources thanks to its history and standing reputation, as well as its unique nature. The main pillars of its marketing mix are its racing heritage, which includes its Formula 1 history and team, its brand, named more than once ‘Most Powerful Brand in the World’ by Brand Finance, which brings numerous important sponsorships and several merchandising lines and collectors’ items.

For brand enthusiasts museums and limited-time exhibitions, such as Michael 50 and Universo Ferrari, are a great way to experience the brand. For clients instead, specialised events and activities, such as presentations and the FXX Programmes or F1 Clienti.

All these activities and marketing channels are analysed more in-depth in my Brand Market Potential Analysis.

ART FOR FERRARI

After the Grand Prix Posters introduced a year earlier, in 2018 Ferrari added a new art wave to its portfolio to celebrate its racing DNA. It launched a daring but definitely original initiative through a really unexpected mean this time. The Ferrari-branded webcomic ‘We Race’. It has been written by Giulio Antonio Gualtieri and drawn by Riccardo Burchielli. Here below is the official trailer published online by Ferrari.

The comic is a sci-fi set in a dystopian future where the earth has become a wasteland, but a futuristic version of Formula 1 is still practiced. The storytelling naturally revolves around motorsport and its possible future. The story arc is divided into three different periods, 2057, 2058, and 2095 and deals with different themes such as teamwork, competition in sports, gender inequality, the relationships of humans with machines in a highly technological environment, and, of course, the passion for motorsport. As the quote ending the introduction of the comic reminds us: ‘Because the world may change, but certain thrills never do’.    

References to Ferrari’s tradition, apart from the protagonists’ red car, even in this far future are subtle. In the panel below, the background shows what resembles a 1959 Ferrari 250 SWB and the Scuderia Ferrari badge, even if it is never mentioned in the actual story.

The mean itself is well suited for this kind of product. Set between a traditional art form and new technology, much like Ferrari itself, We Race has the capacity to really immerse the reader thanks to parallax scrolling effect, music, and sound effects accompanying the panels that unfold scrolling the page.

THE WEBCOMIC EXPERIENCE AND ITS MEANING

The webcomic was an interesting experiment directed at a potentially different demographic. Not only that of comics enthusiasts (not necessarily mutually exclusive with motorsport) but definitely a younger one.

The stories in the two time periods connect and conclude at the end of the third series. Considering the rather limited nature of the comic there is not much space for the writer to go in-depth with the character development and the unfolding events. This eventually ends up feeling a somewhat superficial reading experience, which also suggests this was more of an attempt than a proper fully developed long-term project.

What it achieves though, apart from being a technically impeccable and original product, is creating brand awareness and showing Ferrari’s willingness to try different things, celebrate motorsport and connect with its fans at many different levels. And this is one of the most important factors that contribute to creating a well-rounded marketing strategy for the most powerful brand in the world.

A few weeks back it was reported online how Ferrari had surpassed both General Motors and Ford in market capitalisation. With its shares jumping up by 7% after the positive report of Q1 2020 which I discussed in last week’s article, its market cap reached almost $30 billion. Since then, the situation adjusted slightly with GM going back over $30 billion and Ferrari stabilising at 29.

In 2019, Ferrari and McLaren both launched two new models that expanded their respective lineup and market coverage. The Roma and the GT, which especially for McLaren Automotive represents a totally new segment, aim at competing with models such as 911, Vantage, or DB11 looking at the pricing, and generally more luxurious grand tourers. It is no coincidence then that as of now (I doubt it will last long), when searching for ‘Ferrari Roma’ on Google it is actually the Bentley Continental GT that comes up at the top of the ranking (image below). The house of Maranello, in fact, quotes Bentley along with BMW, Mercedes, Aston Martin, and Rolls-Royce among its competitors for the new model.

Also, GT and Roma preserve a strong component of sportiness, confirmed not only by the early reviews but well-highlighted by the manufacturers themselves in their marketing strategies. While the other brands’ models despite having a similar power output market their models more as pure luxury cars. Such a difference is also evident in the interiors where Bentley, Mercedes, and Rolls-Royce focus much more on the super-luxury in every small detail. This does not mean that Ferrari or McLaren display an inferior quality level, but once again the sporty heritage is still present and visible in both these new models. Their competition with these will arguably be mainly against Aston Martin (as well as with each other of course), but it is still a new niche for both the brands.

SIMILAR STRATEGIES, DIFFERENT OBJECTIVES

If the target looks similar though, the objective might not be the same. Both the brands have registered a continued growth for quite a few years in a market that differently from the mass automotive market experienced consistent growth as well for the majority of the low-volume luxury performance car manufacturers.

In 2018, Ferrari and McLaren reached record deliveries in their history with 9,251 and 4,829. Ferrari exceeded that record in 2019, surpassing the 10,000 vehicles mark at 10,131 units. Data for McLaren’s full-year are not available yet, and despite the further financial growth with 19 per cent more revenues, up to Q3 sales figures, momentum seemed to falter with a decrease of 4.5 per cent, from 3,463 to 3,306. The house of Woking is aiming with its Track25 plan at reaching 6,000 units sales by 2025, and despite the quarterly slowdown, they expect sales to be in line with 2018. So, without a huge jump in sales or even with a slight decrease, they are not far from their mark. Considering that low-volume manufacturers often deliberately limit their sales number (something that Ferrari did in the past) to maintain their status within the industry and their exclusivity, the Roma looks like a diversification aimed at offering a more understated and luxury-oriented option to surprise and retain customers more than increasing the sales figures massively. McLaren on the other hand so far has been only focused on high-performance sports and supercars. The expansion toward a more daily-drivable car could prove the trump card to reach their strategic goals like happened for other manufacturers in this space such as Ferrari itself, Aston, and Lamborghini.

WHAT ABOUT OTHER SIMILARITIES?

Ferrari and McLaren both have a unique marketing channel which is the first that comes to mind when someone mention their names, and no one else in this market has (so far). A Formula 1 team. But there are indeed a few more, strictly related to the automotive business. The first is the release of two limited edition highly exclusive speedsters. On Ferrari’s side, the Monza SP1 and SP2 (one and two-seater) on McLaren’s the Elva. Both cars are extremely limited, 499 units the Ferrari, 399 the McLaren, with similar power output around 800 bhp and similar price, £1.4 and £1.6 million respectively (before options). Both flagships also pay tribute to the classics of the two manufacturers. The Monza part of the Icona series celebrates Ferrari’s most iconic classics like 250 Testa Rossa and 750 Monza. The Elva recalls classic open-top race cars conceived by Bruce McLaren in the 60s and outsourced at the time to the British manufacturer Elva.

Ferrari Monza SP2 (left) - McLaren Elva (right)

 

The second, at least for the time being, is that both the companies do not have an SUV in their lineup. The vehicle that has completely changed the game for almost all the other players in the segment, and on which Aston Martin that just released its own is relying to save the day.

It is known by now though that Ferrari is just ‘late’ but developing a vehicle called ‘Purosangue’ that will come in 2021 and will supposedly be an SUV. While Ferrari does not explicitly call it like that, it implies a new ‘body shape’ mentioning its future technical challenges with a new architecture. McLaren instead, up until now explicitly claimed they are not going to build one. The reasons are several, from an already crowded segment to the difficulties for a ‘small’ low-volume manufacturer to develop an entirely new platform both in terms of time, due also to lack of expertise, and financial resources, up to the difficulties of remaining true to the brand values.

 

These are probably also the reasons why it took Ferrari longer than other brands to enter the segment. Company values, resources, and time. First of all, the brand is one of the most important assets that these companies have. As it demonstrates a survey conducted among luxury performance car owners about the factors affecting their purchasing decision (Table below).

Survey involving 243 Luxury Performance car owners from the US, Europe, and Asia.

In each age group, on a scale from 1 to 10, the Brand is firmly marked as the third (and second for 25-35 age group) most important factor for the purchase decision. This analysis reflects also a changing luxury market trend by highlighting how for younger generations the Brand is gaining even more importance.

Secondly, for the firms under the VW umbrella, an SUV was a much different challenge as for instance both Lamborghini and Bentley’s models were based on Audi’s platforms. Aston Martin in its marketing, instead, highlighted numerous times how long it took for them to develop a completely new platform just for the DBX, which according to them will also be one of the keys to their success. A development process that could relate to that of Ferrari’s Purosangue.

IN CONCLUSION

The two companies in this market segment that have the most in common, starting from their important Formula1 heritage, have been developing product strategies with different similarities, and both successful even though with different rates (McLaren Automotive is effectively just a 10-year-old company after all).

For the future, considering a likely high sales figure for Maranello’s SUV, if the trend continues, it will be interesting to see if Ferrari will again voluntarily limit its sales that, at the current market condition, could easily reach the 2,000 units, or adopt any strategy to preserve the brand exclusivity. As for McLaren, is not certain yet if they plan to hit their Track25 plan marks with the current lineup or further diversify, and if so, in which direction.

Finally, it must be noted that regardless of any strategy, the consistent risk for disruption caused by the Coronavirus, especially with regards to the Chinese market, is affecting and will likely keep affecting both the manufacturers’ supply chain and sales performance for 2020.

Universo Ferrari is the exhibition that, with stunning scenography and the sound of the voices that lived this passion, shows every visitor the values and history of the brand. But most of all lets them experience what only a limited number of privileged people, part of the inner circle of this iconic brand get to enjoy.

For a short period of time Ferrari offered the opportunity to guests who got hold of one of their limited tickets, to visit this unique exhibition set in a structure specifically built for the event, right beside the Fiorano racetrack. 

After a quick ride on the bus from one of the entrances of the Ferrari factory through the town of Maranello we reached the Fiorano Circuit.

The entire area is dominated by diffused red lights that make the atmosphere almost tangible. A corridor flanked by screens on both sides displaying graphics with a dominant red tone leads to a circular room. There in front of a huge curved screen on the back of the room sits the 2019 Ferrari Formula 1 car, the SF90.  

This is definitely the most powerful way to captivate the audience. A video briefly illustrates the history of the founder, and right after the audience can hear the real voice of Enzo Ferrari talking about his creations and the meaning they have for him.

Almost in contrast with what is shown in this room, the one right after is the ‘Ferrari Classiche’ area. A second side of the business showing the importance of preserving that mentioned heritage. The ‘Officine Classiche’ renovate classic Ferrari’s masterpieces through a strict process and only with original parts that ensure the car’s value preservation. The 250 GTO on display, which nowadays is officially considered an art piece and is worth several millions is a brilliant example.

After admiring some beautiful classic pieces like the engine of a 308 GTB, sitting right beside the car itself, it is time to proceed to the next area. The new space goes back to the atmosphere set at the beginning of the exhibition. The whole room is nicely styled and dominated by red lights, while solemn background music mixed with the roar of Ferrari engines set the tone. Here, a path designed on the floor leads the visitor from the road cars represented by a Portofino and a limited edition 488 Pista Spider, to a smaller circular area behind a thin curtain at the centre of the hall where the pinnacle of road and track-focused cars meet: a LaFerrari Aperta and its counterpart FXXK Evo.  

Following the same path out of the circular area where these two Ferrari souls meet, the transition goes completely on the racing side. Here are on display three aspects of Ferrari’s racing: an F310B from the 1997 Formula 1 season, a 488 Challenge for the Mono-marque championship dedicated to its clients, and the 488 GTE that won the 24 Hours of Le Mans in 2019. Sitting right behind, in fact, is the actual trophy of the race.

The last area is introduced by a famous quote from Enzo Ferrari: “La macchina migliore è quella che deve ancora essere costruita” (The best Ferrari ever is the one that has yet to be built). This hall, the largest of all, is constituted by different spaces. The main one which reproduces the structure saw at the 2019 Geneva Motor Show and, like at the show, serves to display various models. Among the well-known Portofino, GTC4 Lusso, 812 Superfast and F8 Tributo, one stands out: the SF90 Stradale, the first production series hybrid Ferrari. Displayed here in its two iterations: one in red as the standard version and one in grey equipped with the so-called Assetto Fiorano (Fiorano Setup). The latter includes various upgrades and lightweight parts (such as the carbon fibre wheels) to make it lighter and ensure a better performance.

Other points of interest are two dedicated rooms for the new models unveiled a few weeks back: the 812 GTS and the F8 Spider that bring to four the count of models unveiled in 2019 leaving just one out for this year. There is a walk in the back of the main hall that leads to a reproduction of a Tailor-Made space where clients customise their car upon ordering them with the widest range of options available.

Finally, to make the experience more exciting and closer to that of clients and people close to the brand, in a small theatre it is also possible to enjoy a live presentation of the F8 Spider and seeing it arriving on the stage from behind dark panels after a proper introduction (slightly anticlimactic if someone has already seen the new model in the previous area, thus it is highly suggested to switch these two activities since there is no pre-established order).

One last treat upon exiting the large exhibition hall is the outdoor terrace where it is possible to gaze at the Fiorano racetrack, where everyone stopped at the balcony for a moment dreaming to see a roaring red car flashing by, as well as the first two members of the Icona Series, Monza SP1 and SP2.

Universo Ferrari is the perfect synthesis of the many faces of the brand. It brings every guest into the Legend’s galaxy and lets everyone perceive the history of passion that created this brand and made it what it is today as well as feeling the excitement of being a part of it. If you are not one of the lucky Ferrari owners, there are different ways to get to know the brand and its products, but this is the best one.

On the 3rd of January, the Museo Ferrari in the Italian city of Maranello opened a special exhibition to celebrate the 50th birthday of the German driver six years after the skiing accident.

I drove from Bologna, my hometown, on a cold morning just a day after the opening ceremony and jotted down my impression on what struck me as a special moment in Ferrari’s history.

On arriving in Maranello, one can instantly feel that something is profoundly different from many other picturesque small towns in Emilia-Romagna. And not just because of the big prancing horse standing at the centre of the first roundabout leading to the city.

With a population of fewer than 20,000, the town carries the weight and memory of one of the greatest and most recognised Italian enterprises, which still inspires the entire world. Here, Ferrari’s long history of records and successes feels more real than ever. Visitors, whether they are car enthusiasts or not, are amazed by the incredible legacy forged by a group of talented and most of all passionate people.

After parking, I reach the entrance of the museum where I am greeted by the red F1 car standing on the wall. After getting my ticket, I proceed to the exhibition starting on the first floor, because 'Michael 50' is only a section of the larger permanent exhibition.

Once again, I find myself catapulted back 70-plus years, in Italy still reeling from World War II, when it all started. It starts with a beautiful 250 GT Berlinetta SWB (Short wheelbase) in the Tour de France livery, a real legend that won the race for three years straight, from ‘60 to ’62, along with Le Mans for two years and many others.

The first hall is completed by a rare Moto Scuderia Ferrari, a 166 MM, and a timeline with photos and quotes from important moments in the company's and its founder's history. This setting introduces the theme of the exhibition.

From there on, different halls show through the evolution of their cars the fascinating history of this company from different perspectives, the engineering (with engine evolution), the technology, and the design, as shown by the body shell of the light and nimble Monza 750 of 1954 which also won different races in the same year and inspired the latest models unveiled by the house of the Prancing Horse, the beautiful Monza SP1 and SP2.

Starting from old classic GTs up to modern models and to track-focused special editions like the 2018 488 Pista, the aggressive, more powerful version of the 488 GTB which already won an award as Top Gear Magazine’s “Super car of the year” and whose V8 720bhp engine won the “Engine of the year” award as well.

Then, walking through the legendary cars of Maranello you reach the entrance of the first hall dedicated to the best driver in Ferrari's history. Like for the rest of the museum, this special exhibition goes beyond just the brand success to show also Schumacher's personality, dedication to the sport, and his great achievements not only in racing but also in helping Ferrari's road-legal cars development. That is in fact the aspect highlighted in the first of the two rooms dedicated to Michael's birthday.

Here are displayed the two cars that he helped to develop, the 430 Scuderia and the California. Along with these, numerous photos showing the important moments of his career and his work in Maranello are paired with inspirational quotes from Schumi, as fans still call him, that reflected his work ethic, dedication, and determination.  

The exhibition is organised with the Keep Fighting Foundation, a non-profit initiative celebrating the attitudes to 'Keep Fighting' and 'Never Give Up' inspired by the F1 Champion organisation and operating in numerous charitable projects developed directly or through partnerships.

Continuing to the second room, you reach the main area dedicated to this great racing driver. In hindsight, I am somewhat glad to have gone there alone and would suggest others do the same to fully appreciate such a powerful atmosphere. Many are in fact the people that by entering this ‘shrine’ remain almost in religious silence.

On the wall stand his astonishing records, 7 World Championships, 91 race victories, 155 podiums, and more. On the right side, an interesting display houses all the Ferrari F1 cars in tiny and incredibly detailed models. On the other, a timeline of all Ferrari’s World Champions, from Ascari to Raikkonen, including each one’s photo, helmet, and car model. As you raise your head you find that the whole wall is completely surrounded by Grand Prix Trophies.

Finally, the circular area, the real heart of the exhibition. The Eight most significant F1 Ferraris of the Michael Schumacher era. The first one of 1996, the F399 of 1999 when Michael missed the Title because of an accident and a broken leg in Silverstone but that brought the Constructor Championship back to Maranello, then the 5 titles, F1-2000, F2001, F2002, F2003-GA, and F2004 (Schumacher and Ferrari's most winning car), and last the 248 F1 of 2006, Schumacher’s last season for Ferrari before his first retirement (cars in order in the photo below). The setting is complemented by screens showing videos of his successes and powerful music that make the whole experience even more memorable.

I must have spent at least 40 minutes just in this room, remembering the Sundays at home watching Grand Prix. After a while, I proceeded toward the last bit of the museum and then the exit, with the music still resounding in my ears. I got in my car and drove back to Bologna.

All in all, this exhibition cherishes the achievements of a great sportsman, that changed completely the approach to this discipline and the image of racing drivers, affecting deeply also the future generations. His determination and clear goals vision are among the best example and strongest inspiration that one can find in our modern society, and that is why everyone, enthusiast or not should pay a visit to Ferrari Museum’s ‘Michael 50’. You have time until April, don’t miss out!

"I've always believed that you should never, ever give up and you should always keep fighting, even when there is only the slightest chance." - Michael Schumacher