Ferrari has been known for decades as the ultimate sports car. Its fine racing heritage and engineering has placed it at the top of the list of desirable automobiles for playboys around the world. However, Ferrari is adapting to a changing world by moving aggressively into electric power-trains and...
In a world where billionaires are being created almost daily; there's a huge opportunity for luxury brands to create new value added services to cater to the super-affluent. We've seen Ferrari do it with the FFX ( see the above image) racing program; a race car and crew available for 6 events per...
I often wonder if brands fail to use exclusivity as a marketing tactic. The idea that they can produce limited quantities of high value and high worth products and services and make them available only to a select and pre-selected audience of high rollers. The problem is, that’s the old way....
At the end of the last century, every brand was rushing to participate in a new form of commerce, e-commerce.With everyone shopping online is there now more of a value on the real shopping experience? Is the retail-shopping environment, one of the most popular pastimes of global consumers, the...
Ferrari’s marketing team is having a lot of fun extending the brand and opening up stores to celebrate and sell the brand. The progress has been relentless and broad, ranging from the obvious clothing lines and key chains to the more surprising Acer laptop. The rapid build of these extensions...
If you were fortunate enough to have $1.7 million in spare change and the skills of a race car driver, Ferrari would have sold you an FFX (race ready Enzo) sadly the program is now sold out.The car comes complete with its own pit crew and 6 races over a 2 year period. The FFXs were out in force at...
Ferrari used to be an elusive brand; the only time you used to see it was in car magazine reviews, on television winning Formula One championships and if you were lucky, you might a glimpse of a red one zooming down a city street.In the last couple of years, Ferrari seems desperate to stick its...