It is not for bad taste, they are just business

Ferrari has been highlighting as a synonym for luxury and exclusivity. The manufacturer of “Il Cavillino Rampante” imposes on its clients a strict decalogue of rules of behavior and use of your carsunder the threat of introduce your name into a blacklist that will make them Customers ‘Non Gratos’. Being on that list prevents, no matter how much money you have, you can buy a car your brand, something very common In the luxury industry.

As reported The British The TelegraphFerrari would be studying more energetic measures against those clients who want to modify the appearance of their supercar with extravagant customizations. The reason they argue from Maranello, their intention is to protect the legacy of the brand from those modifications that remain the value of the brand.

“We have been thinking internally in defining in advance the combinations (colors). We have to pay attention because we have to defend the values ​​and identity of the brand. We will not make a strange car, sure,” explained Benedetto Vigna, CEO from Ferrari a The Telegraph.

The balance between customization and legacy

The Italian brand has a very strict policy in terms of its brand image. For example, in 2014, the brand sent an order of cessation and withdrawal to the DJ Deadmau5, which had decorated its Ferrari 458 Italia with a vinyl of Nyan Cat to create the Purrari 458. If the brand did not reverse that customization I would prevent you from buying another Ferrari.

The designer Philipp Plein also He received a Ferrari call After publishing in his social media profiles the photo of some sports shoes designed by him on the roof of his Ferrari 812 Superfast Green. In addition to forcing him to remove the photos, the brand sued him.

Ferrari is at a crossroads in which he is forced to choose between protecting the legacy that, as a luxury supercoches brand, must convey to his future, and The lucrative business in which the customization of luxury cars has become. It is true that Ferrari has always remained in a Conflict between tradition and modernitybut the figures that move the exclusive customization of its cars are infarction.

According to the official dataFerrari obtained a benefit of 1,525 million euros in 2024. Some 1.3 billion euros of these benefits were billed from units that had gone through the Ferrari Atelierdivision that the brand has created to respond to the exclusive requests of its customers.

Therefore, imposing more strict measures on “after -sales” customization outside the brand control would not only seek the goal of preserving the prestige of the brand, but also seeks to monopolize the execution and billing of these customizations, something that marks like Lamborghini are also doing.

Round trip cars

On the other hand, Ferrari’s interest in maintaining his brand identity is also oriented towards the second -hand market, where Ferrari is the priority buyer by contract.

When someone buys a Ferrari at a concessionaire, he must sign an opportunity agreement. That contract forces the client to notify the brand when want to sell your car and Ferrari will have priority to buy it. If you try sell it to a third party without warning The brand will face a judicial process and important economic sanctions.

Taking into account that priority, Marca wants to make sure that their cars are sold quickly and do not lose value in the process. Therefore, one of the measures you have prepared is to reduce the number of colors available to make them more timeless.

Ferrari’s CEO said that almost all cars that came out of Maranello’s factory looked their iconic Rossso Corsa. Today, just 40% of the new Ferrari take it. “There are places in the world in which they like to have a fixed menu. There are other places where they prefer the letter and the freedom to choose what they want. But there are some combinations that are not pleasure from the second potential buyer,” he said Benedetto Vigna.

The director of Used Vehicles of Ferrari, Andrea Scioletti, assured to Drive that more than 90% of the Ferrari who have left the Maranello factory They are still in circulationso any customization that does not align with the vision of the Italian manufacturer will leave a lasting scar.

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Image | Ferrari