Ferrari Shields Luxury Heritage by Rejecting Unworthy Customization Requests
Ferrari’s Customization Conundrum: Balancing Art and Commerce
Ferrari’s in-house customization program has become a delicate balancing act. On one hand, allowing customers to personalize their cars generates significant revenue. On the other hand, the brand is concerned that some of the more…unusual requests it’s accommodating are tarnishing its image. Ferrari CEO Benedetto Vigna believes the solution lies in defining what’s acceptable and what’s not.
The Struggle is Real
In a recent interview, Vigna revealed that only about 40% of customers choose the iconic Rosso Corsa color. Many opt for unique paint jobs to stand out from the crowd. However, it’s the "bling," "strange," and "garish" requests that are keeping executives up at night.
What’s Too Far?
So, what constitutes a "strange" car in Ferrari’s eyes? Is an aftermarket exhaust system a no-go? Can you still install a widebody kit on your SF90? The answers are unclear, but one thing is certain: Ferrari is taking a harder stance on customization.
A Lesson from the Past
This isn’t a new issue. In 2014, Canadian DJ Deadmau5 received a cease-and-desist letter from Ferrari after posting pictures of a 458 called Purrari, featuring a colorful cat-themed wrap and prancing cat emblems.
The Concerns
Vigna is worried that a car with the wrong kind of modifications will negatively impact Ferrari’s image and ultimately become a less-desirable part of its heritage. He’s also concerned about what happens when a heavily modified vehicle is traded in. Who do you sell it to? "There are some combinations that are not liked or loved by the second potential buyer," he told The Telegraph.
The Future of Customization
Ferrari is exploring ways to pre-define color combinations to ensure that the brand’s image remains intact. While this may limit creativity, it’s a necessary step to maintain the value of its vehicles. The question remains: how far is too far? Will Ferrari’s new stance on customization change the way enthusiasts approach their cars? Only time will tell.
Stay Tuned
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