ferrari: the state ofthe art · scuderia ferrari is the most valuable brand in europe among all...
TRANSCRIPT
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FERRARI: the State of the Art
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ONE COMPANY…
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… TWO SOULS
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FERRARI HISTORY
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ENZO FERRARITHE FOUNDER, IN THE 20s
RACING IS FERRARI’S DNA
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OVER 60 YEARS HISTORY
1947s: Maranello The first Ferrari
1960s: Production of GT cars begins alongsideracing cars
1970s: The Company takes form
1970s: Commercial success continues
1980s: Very fewvictories
1990s: A new company, a new product line
2000s: 8 World Titles in 10 years
2000s: A new way of conceiving the company (Formula Uomo)
2000s: Ferrari FF
2000s: Ferrari California
with HELE system
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FERRARI TODAY
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OUR VALUES
Tradition and Innovation
Person and Team
Passion and Sport Challenge
Local and International
Excellence and Rapidity
Ethics and Profitability
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FACTS AND FIGURES
� € 1,919 billion turnover
� € 302.7 million trading profit (ROS 15.8%)
� Over 15 % R&D
� Around 3000 employees
� Shareholders: Fiat Group, Ferrari Family
� Commercial presence in 58 countries
As at the end of 2010
FACTS AND FIGURES
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PEOPLE MAKE THE DIFFERENCE
PEOPLERacing Road Cars
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SCUDERIA FERRARI
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THE APPROACH
� Teamwork
� Quick response to contingencies
� Commitment to success
� Competitive spirit
� Excellence in every detail
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A WINNING RACING TEAM
Since 1950 Scuderia Ferrari has
always been at the peak of F1
andis the most successful team in
the history of Formula One:
� 812 Gran Prix run
� 215 Gran Prix won
� 16 Constructors World titles
� 15 Drivers World titles
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VIDEO VITTORIE EPICHE
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OUR FANS
Ferrari is the most supported team of the world. Formula 1 racing is the
discipline most followed on television, with around 600 million spectators per
year.
“Winning is hard work. The fans are the most wonderful thing in our work and they’ve always
been there even in difficult times.”
Luca di Montezemolo, Ferrari Chairman.
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FERRARI ROAD CARS
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TECHNOLOGICAL TRANSFERIn the history of Ferrari, there’s a constant technological transfer from F1 to road cars.
Some examples:
�F1 gearbox
�Aerodynamics efficiency
�Electronic controls Ediff and F1 trac
�Manettino and HumanMachine Interface
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THE PORTFOLIOP
RIC
E P
OS
IT
IO
NIN
G
>2
00
K€
<2
00
K€
>450 CV >500 CV >550 CV >600 CV
V8 V12
GRAN TURISMO
PRODUCT POSITIONING
SPORTS CAR
458 ITALIA
FERRARI CALIFORNIA
FERRARI FFFF
599 GTBThe strategy : “A different Ferrari for different Ferraristi”
Luca di Montezemolo
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ADDITIONAL MARKET NICHES
FXX Programme
12- cylinder not homologated laboratory, 29 cars at 1.5mln €
12- cylinder not homologated laboratory, at 1.3mln €
599XX Programme
Limited Special Series
Special series models built in limited number
458 CHALLENGE: the fifth model used in Ferrari monobrand championship for Italy, Europe, APAC and American series
Monobrand Challenge
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FERRARI NETWORK
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THE DEALERSHIP PRESENCEFerrari is present in 58 markets with over 200 pos
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COMMERCIAL EXPANSION
� Maintain exclusivity: selling less cars than the market demands
� Increase the presence in different markets
1993 30 markets and 90% of the production sold in USA, Germany and Italy
201058 markets, export of 95% of the production, 25% only
in the USA
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HIGH GROWTH RATE EMERGING MARKETS
The approach:
� Select the best partner
� Transfer to the market the brand values
Some results:
� CHINA: 300 cars sold in 2010, 999 clients reached since 2004
� INDIA: solely the announcement of the opening generated around 200 media stories
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FORMULA UOMO
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PEOPLE MAKE THE DIFFERENCE
� The person and his needs at the center
� Unique working environment: natural lighting, green areas, thermal and acoustic control.
� The green approach: photovoltaic and trigeneration plant for creating the best eco friendly environment and building the best sportcars in the world constantly increasing their efficiencies
� Company Welfare: services dedicated to all employees and their families (medical care, fitness, bank services, Maranello Village, Summer Camp for the children and school books for free, …)
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FORMULA UOMO
� BEST PLACE TO WORK IN EUROPE AWARD
� RANDSTAD AWARD for most attractive company
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FERRARI BRAND
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THE ICON
XXX
Ferrari is an icon known for its values and exclusive approach
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VIDEO FERRARI E IL CINEMA
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THE VALUE
� The Ferrari brand value is 3,562
billion dollars*
� Scuderia Ferrari is the most
valuable brand in Europe among
all sports brands, more valuable
of the Formula 1 brand
*Source Interbrand research 2010
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SCUDERIA FERRARI: Brand Value“The Ferrari Formula One team is the most valuable sport team property on the
planet”Sports Pro Research
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STRATEGY
� Sustain and increase the brand exclusivity
� Be excellent in everything
� Select only the best international partners to develop unique projects
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� The Ferrari Store retail concept has been created to make the Ferrari Experience cross the lines of the roads and circuits and reach the Ferrari passionate around the World.
� It offers, in a unique environment characterized by premium materials and red lacquered furniture, a full range of original and exclusive products that express the Ferrari soul and DNA.
FERRARI STORE
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FERRARI STORES
NEW YORK
LONDON
JOHANNESBURG
An Exclusive Network in the Top Locations Worldwide
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LICENSING STRATEGY
� Work only with the best international Partners in each product category
� Develop products and projects that can transfer the uniqueness of the Ferrari DNA
� Differentiate with coherence the Sport Product Lines from the Luxury and Lifestyle Collections
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FERRARI WORLD ABU DHABI
� 1st Ferrari theme park in the world
� World’s largest indoor theme park: 200,000 m² under one roof
� Largest Ferrari logo ever realized, visible from airplanes landing in Abu Dhabi
� 24 major rides & attractions with the fastest roller coaster in the world
� Best performer Ferrari Store
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VIDEO FERRARI WORLD ABU DHABI
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FERRARI ON THE WEB
� Ferrari is the most loved brand on the Internet by surfers worldwide (Act Value’s Reputation Manager research)
� www.ferrari.com is available in 7 languages: Italian, English, French, Spanish, German, Chinese and Japanese.
� The Ferrari Facebook page has over 3.6 million fans, and is 3rd in ranking after Google and Coca Cola
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FUTURE
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The world around us is changing more and more quickly .
What about the future?
� The social and macroeconomic picture is getting extremely complex and
dynamic:
�Emerging countries (China, India)
�Stable courtiers (USA)
�Stagnant economies (Europe)
� People culture is steering towards green and responsible behaviour
� exclusivity and luxury have different meanings compared to the past.
� exclusivity and luxury have different meanings in different culture.
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We have the honour of attending a never lasting
race that began the day of the foundation.
WHAT ABOUT TOMORROW’S CHALLANGES?GT CARS: feed the dream of the best car in the world blending wisely history, design &
innovation (keeping in mind new customers’ needs. Hybrid and “low” emission is just an example). We need to be aggressive on targets, innovative, flexible and open to changing scenarios.
BRAND: clever use of brand always increasing its value and avoiding inflation and over exposure.
FORMULA 1: win, win, win is our only advertisement and best “weapon” to stay out of the
market’s fray
In the end; we want to preserve our identity of car manufacturer evolving into a luxury brand able
to inspire and evoke unforgettable emotions and preserve exclusivity and imperishable value.
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ONE MORE
THING !
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Inspired by perfection!
“The best Ferrari ever made is the one we’re
thinking to for the future”Enzo Ferrari
“we do exceptional things thanks to exceptional
women and exceptional men, they are the centre
of our world together with our customers”Luca di Montezemolo
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… IT’S CONSTANT PROJECTION INTO THE FUTURE …
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