The F512M debuted in October 1994 at the Paris Auto Show and hit markets early in 1995 with an MSRP of $195,780 U.S. dollars. Like its two predecessor the F512M looks strikingly similar in design with the most noticeable changes in the front and rear of the car as well as a softening of the cars edges. The sides of the car remained nearly untouched from the previous two models and kept the instantly recognizable lateral air scoops located just in front of the rear wheels.
A masterpiece from the famous Italian coachbuilder Pininfarina
Designed by Sergio Pininfarina himself, the Testarossa will always remain in Ferrari history.
The F512M's interior improved driving conditions and comfort over the previous models. Ferrari offered an adjustable driving position and adjustable pedals (pedals were only adjustable by the dealer). Owners also had the option to have installed carbon-fiber Recaro seats.
Field of Marketing (Ferrari)
What makes the FXX series special is the participation of the consumers in its development. Or should we say “evolution”? Just over twenty loyal Ferrari customers where chosen to come and test-drive the FXX at Ferrari’s racetrack in 14 groups test sessions and 14 private sessions. Among them was the legend him self, the ultimate Ferrari driver, Michael Schumacher. So not only did those customers get to test and comment on the design of the next Ferrari, but they get to be a part of the same group as Michael Schumacher.
Now if that doesn’t make those customers evangelists for the brand, I don’t think anything will.
This cooperation between Ferraris’s engineering team, customers and race drivers resulted in several improvements of the car resulting in the new FXX Evoluzione. The car will be a track car only and selected customers will be invited to test drive it on twelve test track events in three continents in 2008 and 2009.
Ferrari Marketing Strategy
Ferrari is a myth and a legend in the automotive industry.
The Ferrari tale is one of an astounding and unique worldwide success.
An unparalleled one
Ferrari success cannot be measured in terms of revenues and sales, or in terms of market capitalization. Ferrari never made an IPO ans is not even quoted in any stock exchange market. Ferrari success has to be measured only in terms of Brand Value and Product Value.
Probably the Ferrari brand is worth more than the Google brand, the Apple brand, Nike, GE, IBM, BMW, Mercedes, Exxon, Shell, or any other brand.
No other brand has the allure of the Ferrari Brand.
Ferrari is known and is highly valued everywhere in the world.
From the US to Japan, from Germany and Switzerland to India, to France, Australia, New Zealand, Russia, Brazil and Argentina
Yet, Ferrari never spent a penny in communications or in advertisement.
Ferrari Achievement
The Ferrari case is of maximum interest in marketing strategy. To understand how Ferrari achieved this stunning result, we must review the beginning of Ferrari, and its development.
Enzo Ferrari founded Ferrari back in 1943, during WW II. The first Ferrari premises were bombarded and heavily damaged.
Enzo Ferrari was not an Engineer, nor was he an entrepreneur. Enzo Ferrari never went to college, not even high school, no PhD, never made and MBA.
Enzo Ferrari was "just" a mechanic at Alfa Romeo, with a strong passion for engines, speed and racing. He was a tough guy, and he had his own ideas on engines and cars.
Passion has always been the "drive" of Ferrari. And it’s only marketing tool.
Ferrari Passion
The first Ferrari car was the 125 S. It was built in1947. Only 3 of them were produced. None survived to our days, yet a 125 S engine is on display in Galleria Ferrari in Maranello, Ferrari dynamic museum. Galleria Ferrari is the Louvre, the Guggenheim, and the Moma of Car Racing. You feel an overwhelming excitement and admiration when you are inside.
A unique, amazing experience After the 125 S, the Ferrari 166 came, and the races Formula 1 did not even exist at that time
Since the beginning Ferrari was doing both things it still does today: Car Racing and constructing extraordinary sports cars for exacting car and speed lovers. How can you call them just clients?
This has been the marketing strategy of Ferrari.
The unaware, unstudied, unplanned marketing strategy of Ferrari
The Passion for speed, the Passion for engines, the Passion for Car Racing and this Passion and excitement goes through to every racing sport lover all around the world.
And this Passion and excitement goes through in each Ferrari 360 Modena, in each Ferrari Enzo, in each 575 Maranello, in each F430 you drive or simply encounter in your streets. Winning races, losing races, fiercely fighting in car racing has built the brand.
Ferrari Distribution
In 2007 Ferrari sold 6400 sports cars. 88% of the production is exported.
This is the Ferrari geographic market distribution
US and Canada 28%
Germany 12%
Italy 12%
UK 11%
France 5%
Switzerland 5%
Japan 5%
China 2%
Australia 2%
Russia 1%
In 2003 Ferrari had sold 4300 sports cars. 89% of the production was exported. In 2003 the Ferrari geographic market distribution was:
US and Canada 30%
Germany 14%
UK 11%
Italy 10%
Switzerland 6%
France 5%
Japan 5%
Australia 2%
Ferrari sales worldwide
year Units
2007 6400
2006 5600
2005 5400
2004 4850
2003 4240
2002 4240
2001 4290
2000 4070
1999 3770
1998 3640
1997 3580
1996 3310
1995 3300
1994 2790
1993 2340
Summary of Ferrari Article
Intro:
Ferrari it is a name of speed, name of passion, a passion by the one man Enzo Ferrari he don a job with a few resources but with the passion its mean you can do any compromises to achieve your target, WW 2, he started his own achievements and he done one day,
(Marketing Work of Ferrari)
The marketing work of Ferrari is quit deferent; they do promises of a speed and promises of reliability by sampling its product by their history customers and consumer they believe on P2P marketing which is working for them
Enzo Ferrari the Founder of FERRARI
Enzo Ferrari First designed car.
Michael Schumacher a great racer of Ferrari and a brand Ameristar (Ferrari advertiser face)
In the field of marketing the Ferrari uses her history like catching their own targeting market which she already achieves and then she do the same way to call them and show her car to them and then she give them a trial basis which are their obvious customers of Ferrari other then this they using a great faces of race course which are the great driver and the superstars of track in the country level they using their high techniques in marketing field but after all they said we don’t need to be marketed obviously if the research can happen the Ferrari do the most less marketing and get more responds then other cars
They are doing approximately just a few advert in the market other then this Ferrari made his dynamic environment of selling is so high now a days even some other racers are also including Ferrari into their racing brands and they take to this little beast into the track
This is the new model of Ferrari FXX239
Which is attracting a generation of racing on tracks now a days Ferrari working on their new one brand Formula car for Ferrari which can be for fire track racing…
This is not it the Ferrari make her self on the way and now its on matuarity a man who didn’t have any thing but a passion, he make a engine and design with the way of millions and billions people now it’s a dream of every to have one Ferrari in life this he impact by his way and by marketing which is the passion marketing he arose the feeling of luxury into the hearts of people and realize them that, is you and your way (Ferrari) and the way is speed, looks, luxury, attitude, living life, a speedy life, the way he is doing her adverts and all,
In the field of marketing the Ferrari makes her self a realy high now day’s and make a huge dynamic environment but the makers of Ferrari still doing a lot and give concept of future for Ferrari a lot this period takes along time due to they do very strong marketing strategies for life of Ferrari. (Ferrari Concept Cars)
