Comment by tcp_handshaker
3 hours ago
This is a disaster for Ferrari. You buy the brand, the car and its lack of reliability is well known and the difficult handling also well known. But its La Ferrari.
This is the type of car that will be seen in the hands of people buying Cybertruck or the UK chavs that now buy Rolex. The moment that happens your brand is dead. Your customers will flock away back to Buggati and Aston Martin.
Massive Ferrari mistake.
The clientele for the lower trim Ferrari is not the same pool as Bugatti purchasers.
The actual correctness of your statement, and that I agree with, is irrelevant to the point I was making.
I agree on the aesthetics drastically breaking from legacy but I very much doubt charvers will afford this car.
IMO this is a risk worth taking. The Ferrari brand is rather stagnant and not innovative. They need to do something like this to drive more attention and sales. Even if this particular model does not sell well they can refine and make better selling EVs down the line.
>> They need to do something like this to drive more attention and sales.
The objective of a luxury brand is not volume sales.
There is the well known anecdote of somebody asking André Heiniger, then chairman/president of Rolex: "How is the watch business?" and he answering something along the lines of: "I have no idea. Rolex is not in the watch business..."
According to one of the recent Acquired (podcast) episodes, they could ramp up production to increase sales at any time, they just don't in order to keep brand value and desire high, so I'm not sure it's that.
> The Ferrari brand is rather stagnant and not innovative. They need to do something like this to drive more attention and sales.
Wild assertion. Ferrari is currently #8 largest market cap for a car manufacturer. They're valued above Mercedes, BMW, Volkswagen and every other Euro car brand.
They couldn't be more successful as a small automaker if they tried. But you think they need to do something like this to drive attention and sales?
the world is shifting to EVs and Ferrari doesn't want to get left behind. It's making a bold statement with this model
4 replies →