Ferrari Cracks Down on Outrageous Customization Requests
Concern over Brand Image:
Ferrari is implementing measures to prevent customers from selecting flamboyant color schemes that may damage the brand's reputation. CEO Benedetto Vigna is considering simplifying the color catalog to limit excessive personalization.
Historical Significance:
Despite their popularity, outlandish colors are becoming a concern. While the iconic rosso corsa once dominated, only a minority of new Ferraris now feature the classic shade. Pink remains a forbidden hue.
Protecting Resale Value:
Ferrari also seeks to protect the value of its vehicles in the secondhand market. Excessive customization may diminish appeal, akin to a football shirt with another player's name.
Balancing Personalization and Brand Identity:
Ferrari acknowledges the value of personalization, which contributed to 20% of its revenue last year. However, the company faces the challenge of balancing customer desires with the preservation of its brand image.
Electric Future and Market Dynamics:
The company plans to introduce its first fully electric car in October. Meanwhile, concerns over battery lifespan have led to the introduction of a warranty system. Ferrari is closely monitoring tariffs and will adjust its strategy accordingly.