Ferrari is a myth and a legend in the automotive industry.
The Ferrari tale is one of an astounding and unique worldwide
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 and is not even listed in any stock
Ferrari success has to be measured only in terms of Brand Value
and Product Value.
Probably, as a brand, Ferrari is worth more than Apple, or Nike,
GE, IBM, BMW, Mercedes.
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 advertisement.
The Ferrari case is of great interest in marketing strategy.
To understand how Ferrari achieved this stunning result, we must
the beginning of Ferrari, and its development.
Enzo Ferrari founded Ferrari back in 1943, during WW II.
The first Ferrari premises were bombed and heavily damaged.
Enzo Ferrari was not an Engineer, nor he was an enterpreneur.
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 its only marketing tool.
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, the Moma of Car
You feel the thrill, 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 was not even existing at that time.
Since the beginning Ferrari was doing both things it still does
Car Racing and constructing extraordinary sports cars for exacting
car and speed lovers.
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
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
458, in each Ferrari 360 Modena,
in each Ferrari Enzo, in each 575 Maranello, in each F430 you
drive or simply encounter in the streets.
Winning races, losing races, fiercely fighting in car racing has
built the brand.
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