Ferrari threatens to put in “forbidden list” who exaggerates the customization of the car
Ferrari is supposed to study in a “forbidden list” drivers who exaggerate the customization of its cars after purchase, while the luxury car manufacturer tries to find a balance between the protection of its exclusivity aura and meet the lucrative customization market .
The Italian automaker is getting tired of the increasingly flashy customization requests from her drivers, and her CEO is eager to take action to restrict the scope of her own color offer as a result.
Ferrari CEO Benedetto Vigna warned about the prospect of a growing number of ‘strange’ Ferraris walking on the streets, devaluing the brand.
‘We have thought internally perhaps to predict the (color) combinations. We have to pay attention because we need to defend the values and identity of the brand. We won’t make a strange car, for sure, ‘Vigna told Telegraph.
Ferrari raised about € 1.3 billion ($ 1.35 billion) with personalization last year, representing about one fifth of total recipes. However, the automaker prefers customizations to be done in their terms and has struggled to convince some customers.
‘There are some places in the world where they like to have a fixed menu. There are other places where they want to live and be free to select what they want, ‘said Vigna.
In Ferrari’s results teleconference on Tuesday (4), Vigna said that carbon finishes were also an increasingly attractive customization.
And the manufacturer does not plan to stop his Ferraris style inspection as they leave the dealership. In addition to protecting the brand, Vigna said she wanted to preserve the value of the second -hand Ferraris, which are often exchanged for owners for new models.
Reports that this may include banning customers from ordering new cars from the company again if they exaggerate post-compraint customizations.
“There are some combinations that are not appreciated or loved by the second potential buyer,” said Vigna.
A Ferrari representative did not immediately respond to a comment request.
Automakers reinforce personalization
More than 90% of the Ferraris already manufactured are still on the road, according to Ferrari’s semi -new director, Andrea Scioletti, so any personalization that is not aligned with the automaker’s view will likely leave lasting scars.
The Ferrari Approved program involves detailed inspection and foolish renewal before being sold to a new buyer, including external and interior preparations.
Ferrari’s reluctance to give Carta Branca customers to modify their cars as they want to raise a dilemma for a luxury sector that has invested to improve their customization capabilities.
Bentley had revenues of nearly € 3 billion ($ 3.1 billion), crediting ‘customization levels we’ve never seen before’ as customers spent hundreds of thousands of dollars each modifying their cars.
Luxury automakers have pledged to reinforce their ability to meet the peculiar and expensive preferences of their super-rich buyers, bringing more of this extravagant spending into the house and away from third parties.
Jaguar Land Rover announced in January an investment of £ 65 million in two of its places to expand their painting capacity, which would allow drivers to paint their car the same color as their private jet or yacht.
In the same month, Rolls-Royce announced an investment of £ 300 million ($ 376 million) in its UK Goodwood factory, focused on tailored models, allowing its global customers to ‘create a totally original car.’
