If it is clear that Ferrari cares about his brand image, he will also stop offering personalization
February 6, 2025 at 20:42
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- Ferrari CEO says the company could limit its personalization program to protect its brand.
- Benedetto Vigna alluded to the combinations of predefined colors to prevent too flashy conceptions.
- The company has already restricted customer choices, but its new policy remains ambiguous.
Ferrari knows that to be one step ahead, he must respond to ultra-rich in a way that few can. Of course, some supercar buyers have more dollars than meaning. Some just have a bad taste in general. Now, a new report indicates that Ferrari could start repressing personalization requests that do not align with his brand vision.
Plus: Ferrari Dealer continues the customer for overthrowing his purosangue
According to The telegraph“The luxury car manufacturer is developing plans to potentially prevent drivers from selecting garish color schemes because bosses fear having the potential to damage the brand.” The report quotes CEO Benedetto Vigna, who suggested that Ferrari could intervene to prevent certain “garish” configurations.
In reality, his words tell us a lot about customer customers and their potential requests. “We thought internally perhaps to predefine the (color) combinations. We must be careful because we must defend the values and identity of the brand. We will not make a strange car, for sure, “he said in the interview.
In simple terms, Ferrari reserves the right to tell a no customer. Vigna did not say that the brand was considering blacklist buyers, as some have pointed out, but rather indicated that the brand could limit certain options which, as it clearly said, it already does. He also explained the brand’s thought. “There are combinations that are not loved or loved by the second potential buyer,” he said.
Ferrari’s story to say no
This does not mean that Ferrari has not been put up black before for all kinds of reasons. The brand sent a letter to stop and abstain to the DJ Joel Zimmerman (AKA Deadmau5) on its Ferrari wrapped in Nyan cat. But there is a difference between manipulating things quietly behind closed doors and admitting openly to ban buyers.
In addition, the brand is somewhat well known for its personalization program. He praises this in advertising and calls that he has always provided customers with a “enormous freedom of choice”. Will it really tell a super rich buyer that he doesn’t want to do something when this same buyer flashes seven or more figures? Only time will tell us.
