A few weeks ago my boyfriend told me about an article he read in an EVO magazine around the Ferrari brand and how it is painting everything red and placing the company’s logo on it! I instantly thought – what a way to dilute your brand and begin to devalue it. But after reading the article, my opinion changed! Instead, I think this is a great way to continue to feed the aspiration for the brand!
Ferrari is about performance and the passion for racing! Ferrari has been designing some of the most sought after vehicles for close to 60 years – engineering cars that give people the chance to experience what racing feels like!
This experience doesn’t come easy. Not only must you have the financial means to buy one of its cars, but, in some cases, you also have to go through an interview process to be deemed Ferrari worthy! So, it’s clear to see that only a fraction of an already small percentage of people have the pleasure of obtaining the true Ferrari experience, which leaves the rest of us in awe and wonder craving to know what a glimpse of that experience is like.
Ferrari knows that the majority of its biggest fans will never be able to own one of its cars. So, the brand satisfies its fans' desire to feel a part of the Ferrari tradition of performance and racing with branded T-shirts, watches, coffee mugs, etc. There is even a museum next to the factory, in Maranello, Italy, where people can soak in some of the Ferrari culture and history!
The Ferrari merchandise does not dilute the brand like it may for others, because it’s not taking away from its core business (designing and building high performance vehicles). Ferrari does not manufacture the merchandise, rather it licenses the brand or co-brands with other more accessible brands like Puma. Ferrari simply wants to continue to excite and inspire those who admire the brand and can only dream of owning one of its cars.
If Ferrari were to focus its energy on creating trinkets and trash, rather than creating world-class performance vehicles, killing Enzo’s founding purpose for the organization, then I would resort to my initial instinct that the Ferrari branded merchandise is a distraction. But until then, I feel it’s a great way to foster love and passion for the brand!
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