I have discussed before about how automotive companies nowadays develop extremely complex customer journeys to promote brand loyalty as the competition in the market gets fiercer and just building beautiful and fast cars is not sufficient anymore.

Customer-centricity is crucial in the modern luxury market where brands are not just setting trends for their customer base to follow but are expected to offer a deeper and well-rounded brand experience coming along with the product. Every company becomes a services company too, and this is especially true in the Luxury Automotive Industry. The complementary services are conceived almost as a ‘reward’ for entering that brand’s family.

In luxury automotive, this translates into extensive marketing mixes that include higher levels of personalisation with virtually endless possibilities, events, and increasingly sophisticated and immersive digital services.

But there is something new coming to enrich the entire supercar (or hypercar, or classic car) ownership experience, and this time it does not come from an automaker, but from an architecture and design company.

SUPERCAR CAPSULE

Supercar Capsule is the latest venture born from the mind of Andrea Sensoli and his partners. Already the founder of two successful architecture firms ASZ Architetti and Superfuture Design, Andrea has brought his expertise in the luxury market into a new and very specialised niche.  Garages and Boxes for supercars.

However, these two terms, do not make justice to what Supercar Capsule realises and might look almost offensive because what these Italian Designers realise is closer to a proper art gallery or a stylish lounge than a simple storage area for cars.

At Supercar Capsule these spaces become highly bespoke display areas that do not serve just to showcase the parked car but can be whatever the client wants. A place to spend some leisure time with friends, to have fun, or indulge in some personal passion along with the one for fast and expensive cars of course.

The Supercar Capsule concept adds a completely new dimension to the Luxury Car ownership experience.

And there is more.

The level of refinement, research, and technology packed into this project are seriously remarkable, and I was lucky enough to have a chat with Andrea about his project, his experience so far, and his projects for the future. Check the full video of our interview below:

SOME CONSIDERATIONS   

The automotive industry is at a crossroads and in the span of a few years is changing like it never has for almost 100. Electrification, autonomous driving, and digitalisation are the most important trends right now, and the overall direction of the market is clear by looking at the amount and industry of provenance of the companies trying to enter the renewed automotive businessor have at least teased an upcoming electric vehicle. I am talking about Apple, Baidu, Foxconn, Huawei, LG, Sony, and Xiaomi to name a few.

Tech companies are taking over the automotive business, and there is a clear indication that very soon, software and connectivity could be the most relevant factors in the purchase decision.

According to a report by Bloomberg, three Chinese companies alone Baidu, Huawei, and Xiaomi are investing $19 billion in R&D on electrification and self-driving technology. Also, with a government extremely determined to dominate this new wave, at least in the domestic region, literally hundreds of companies are competing for a position in the largest car market in the world.

However, the luxury industry has and will continue to have some core differences from the wider market. The first-hand experience is surely one. So, despite the focus on the Internet of Things, and tech in general, a high degree of attention to a more personal experience will most likely remain of primary importance in luxury automotive. And here comes Supercar Capsule with its unique project.

BUSINESS AND POTENTIAL

*Tables bySupercar Capsule

Just a few days ago we witnessed the presentation of an exciting new project in the luxury automotive landscape. The fully electric hypercar Fulminea, already teased a few months back by Automobili Estrema, a new company established near Modena at the heart of the Italian Motor Valley. This week I had the pleasure to interview its Founder and CEO, Gianfranco Pizzuto.

Mr. Pizzuto is a pioneer in the field of electric mobility, and through his years of experience in this industry, he focused his attention on sustainability and the huge potential that comes with this automotive revolution.

We touched on many topics, including its past experience as an entrepreneur in electric mobility with the investment in Fisker, in an EV sector still in its infancy only a little over 10 years ago, the current development stage of Fulminea, and the vision for the future of the company. And there is a lot to be excited about! 

Here is the video of the interview and below you can find some more information about the car, the event, and the company’s future.

But now a little bit of background…

THE FULMINEA PRESENTATION

The event was focused on the presentation of the first full-scale model of the car, its styling, aesthetic, and aerodynamic solutions. The design already shows quite evidently the forward-looking approach used by the team at Automobili Estrema.

Not only the futuristic lines recalling the lightning-shaped company logo, as the headlights to create a stronger personality, but also the taillights which are the first of their kind. Estrema designers in fact used clear recycled methacrylate that works as a projector for the LED lights creating a unique aesthetic solution and also an aerodynamic feature.

Stand out of course also the massive use of carbon fibre, which includes even the wheels (developed by partner OZ Racing), the active aerodynamic elements, and finally some lines in the overall shape of the car that take inspiration from the best Italian automotive design tradition.

This way, the team at Automobili Estrema enters a very crowded and highly competitive space bringing a product that makes of technological innovation and striking design its most powerful weapons, while also reiterating its heritage rooted in the classic cues of Italian sports car manufacturing.

But there is more…

NOT JUST NUMBERS

Fulminea will be an almost €2 million hypercar, and as such is conceived to deliver hypercar-worthy performances. It will have a power output of 2040 bhp, a weight of 1500 kg, and an expected 0-62 mph (0-100 km/h) around 2 seconds. Even more impressive is the claimed acceleration from 0 to 200 mph (320 km/h) below 10 seconds.

Despite all of this, however, Estrema COO Roberto Olivo confirmed that this is not the kind of number the team is interested in. Of course, a performance matching the price point, and the kind of product is expected, but racing for the hundreds of a second in the 0-60 time is not what they are after.

Fulminea can in fact boast a much more ambitious set of objectives.

The first is to be the first car with a hybrid battery system. Meaning that along with the battery pack, the car will feature additional ultracapacitors, to further improve its performance. The synergy between the two should ensure reduced stress on the ‘regular’ battery pack, for increased range as well.

A Battery management system operated through AI which will adapt the performance to the outside conditions and the driving style of the person behind the wheel.

Finally, its battery pack will consist of solid-state lithium-ion cells, a solution that presents countless advantages over regular lithium-ion batteries with liquid electrolytes. Not only in terms of energy density (claimed around 450 Wh/kg), but also space and weight-saving, safety, and charge/discharge cycles.

This should ensure significantly better performance over other cars within this niche thanks to better range and reliability but most of all thanks to better dynamics.

THE FUTURE OF ESTREMA

Estrema has already formed strategic partnerships and joint ventures with different companies for the development of Fulminea and future projects.

Along with the design and exterior elements developed with EPTA Design, OZ Racing, Est Mobile, Pirelli, and more, the partnerships with companies in the energy storage development could lead to much more.

Estrema’s work with IMECAR Elektronik and ABEE (Avesta Battery and Energy Engineering) is aimed at creating, after the car, the first Gigafactory in Italy (and arguably one of the first in the World, even a few years down the line) for solid-state battery cells.

Ultimately, this would realise Mr. Pizzuto’s vision of establishing Estrema not only as a car manufacturer but as a leader in innovation and a technology company. This concept cannot but remind me of a claim made a while back by Mate Rimac, another great innovator in the automotive of our days, that already established his name as a major player in this newborn space. He talked about at Rimac they were forced to be a technology company first in order to survive and be a car company too.

Technology and innovation to exploit the massive potential of an electric powertrain to the maximum are surely key factors for new players who cannot rely on a long-standing brand name. Automotive is a tough arena to compete in, but in this respect, Automobili Estrema seems geared up very well for it. The people, the project, and the vision are in place, now time will tell.

This week, I have something a bit different that I hope to replicate soon in the future. The focus is, in fact, a video. I have had the pleasure of interviewing Luca Venturi.
Luca is an experienced professional within the luxury automotive industry. He has worked for many years atPagani Automobili as a Head of Communication, Brand, and Marketing Manager. After that, along with a couple of colleagues, he decided to startIssimi, where he now holds the role of Chief Marketing Officer.

In this long interview, we touched on many topics through Mr. Venturi’s experiences and unique anecdotes. The role of Marketing Manager in a highly reputable top-end luxury automotive manufacturer such as Pagani, the relationship with co-workers and with an icon of the industry such as Horacio Pagani, the birth of an idea and its growth into a thriving company, luxury car auction houses, and the market of pre-owned luxury and classic cars. Finally, we got to new technologies both in marketing and automotive. Virtual and Augmented reality, Electric and Hybrid powertrains, and how they can or will change this industry.

I’m sure this chat will be extremely insightful for any professional or person that wishes to learn more about this industry or work within it. Without further ado, let’s proceed with the video. Enjoy!

*Video Chapters are in the description on YouTube

I would like to personally thank Luca again for accepting to talk with me and for sharing his amazing experiences, suggestions, and points of view on the sector.

If you’d like to keep following future developments, now you can subscribe to the newly created RccDB Cars YouTube Channel.

You can find both me and Luca on Instagram at: @rccdb_cars and @luca_f_venturi

Also, to check out Issimi, their work, amazing list of special cars, and other projects head over to Issimi.com, @issimiofficial

For direct contacts write me at riccardo.delbello@rccdbcars.com

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.