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An eye-catching image of a pink Ferrari in Portland, Oregon, USA. Photo credit: Reddit. |
According to CarBuzz, citing The Telegraph, Ferrari is set to exert greater control over how customers customize their vehicles, from the Purosangue to the SF90.
This somewhat authoritarian move by the Italian sports car maker stems from a concern that some over-the-top combinations could damage the image and value of their cars.
“We will certainly not produce a strange car,” said Benedetto Vigna, Ferrari’s CEO, in an interview with The Telegraph.
The CEO’s concern revolves around the idea that giving customers free rein to choose unusual color schemes and customizations, or a combination of both, could result in unappealing designs that negatively impact the resale value of Ferraris.
The leader of the Italian carmaker believes that this could dilute the brand’s value. CarBuzz interprets this statement as an affirmation of the importance of each car and how they represent the Ferrari brand.
Allowing too much freedom in the customization process, according to the Italian supercar maker, could dilute the “Ferrari-ness” of each car.
In the near future, Ferrari plans to impose more limitations on the number of color options and how exterior colors are combined. The company also seems inclined to offer fewer high-end and unique customization services.
According to The Telegraph, this could be a challenging goal, as 20% of Ferrari’s revenue in 2024 came from customization services. This segment has also been a significant driver of profit growth for the company.
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Customization services contributed significantly to Ferrari’s revenue in 2024. Illustrative image: JRM Construction Management. |
Ferrari will also be keeping a close eye on what customers do with their vehicles.
According to CarBuzz, the company cannot prevent new owners from taking their cars to service centers for repainting, adding accessories, or other customizations. Nor can they control the actions of those who purchase pre-owned vehicles.
However, CEO Benedetto Vigna asserted that if Ferrari becomes aware of any customers customizing their cars in a way the company disapproves of, those customers will be blacklisted and unable to purchase new Ferrari products in the future.
As CarBuzz notes, Ferrari has a reputation for being strict when it comes to protecting their products and brand image.
About a decade ago, Ferrari expressed their displeasure when the artist Deadmau5 decorated his Ferrari 458 Spider with a sticker of Nyan Cat, a famous YouTube cat. The artist also renamed the car “Purrari.”
According to CarBuzz, Ferrari sent a letter threatening to void the artist’s contract. In response, Deadmau5 sold the Ferrari 458 Spider, bought a Lamborghini Huracan, and proceeded to decorate it in a similar fashion.
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The “Purrari,” formerly owned by Deadmau5, was a Ferrari 458 Spider decorated with a Nyan Cat-inspired sticker. Photo: YouTube. |
Ferrari also keeps a close watch on their past customers, especially when selecting the list of individuals eligible to own limited-edition models of newly launched vehicles.
According to a video by the YouTube channel VINWiki, prospective Ferrari owners go through multiple rounds of vetting to determine if they are qualified to own these limited-edition cars. These evaluations include the number of cars previously purchased, attendance at brand events, and more.
One of the other interesting rules Ferrari has in place is a ban on painting any of their cars pink. In his interview with The Telegraph, CEO Benedetto Vigna confirmed that this rule still stands.
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