10/24/2007 07:46:41 AM 
(5) 
(5) Marketing experts will tell you that brand extensions are fine as long as they remain true to the brand’s DNA. There’s also another theory based on credits and debits, which states brands can do what they like as long as they continue to out perform on the positive aspects of their core DNA. In the case of Ferrari, this means winning drivers and constructors titles in Formula One, which they achieved in Brazil last weekend and the continued production of head-turning automobiles.
However, their latest extension may suggest that madness is creeping into the system, or the team invited the editor of The Onion to make a pick. A 7,000 Euro Ferrari-branded Segway isn’t something that one would naturally expect from Ferrari, it’s as far from the brand’s DNA as it could possibly be and its dangerously touching the point of ridicule.
Perhaps I am completely missing the point and this is the first signal of a new “electric powered” Ferrari brand.
Posted by Ed Cotton
Share / Bookmark:
Power tool aisle at your local luxury car dealer?!?
It seems like they are jumping on the same bandwagon as Porsche. If you dont believe me check out the Porsche Grand Piano, Porsche Power Drill and Porsche Pressure Cooker on www.porsche-design.com
Posted by Kelly on 10/24/2007 08:00 PM
It seems like they are jumping on the same bandwagon as Porsche. If you dont believe me check out the Porsche Grand Piano, Porsche Power Drill and Porsche Pressure Cooker on www.porsche-design.com
Posted by Kelly on 10/24/2007 08:00 PM
Re:
I agree Kelly. But Porsche Design is a subsidiary of Dr. Ing. h. c. F. Porsche AG (The company that makes the cars). In the Ferrari case, everything is sold and marketed under the same name which I can feel is a wrong way to go.
Posted by MG on 10/25/2007 04:25 AM
I agree Kelly. But Porsche Design is a subsidiary of Dr. Ing. h. c. F. Porsche AG (The company that makes the cars). In the Ferrari case, everything is sold and marketed under the same name which I can feel is a wrong way to go.
Posted by MG on 10/25/2007 04:25 AM
Ferrari brand
I've always thought of Ferrari as a cheesy brand too. Not classy like Jaguar or Bentley. Isn't this kind of diluting of the brand what almost ruined Gucci in the 70s?
Posted by Cathy Baradell on 10/25/2007 05:07 PM
I've always thought of Ferrari as a cheesy brand too. Not classy like Jaguar or Bentley. Isn't this kind of diluting of the brand what almost ruined Gucci in the 70s?
Posted by Cathy Baradell on 10/25/2007 05:07 PM
The farther the better
I don't think Ferrari needs to worry. No one could possibly connect this bizarre joke with the real Ferrari. They'll assume it's a prank.
Posted by rob on 10/29/2007 03:12 PM
I don't think Ferrari needs to worry. No one could possibly connect this bizarre joke with the real Ferrari. They'll assume it's a prank.
Posted by rob on 10/29/2007 03:12 PM
It appears you don't have Flash installed.
In my world, Ferrari is a really silly brand. It´s for hairdressers, exhibitionists and other show-offs. This seems just like the kind of crap they would venture into to work out some more revenues. Sad, really sad.