OPERATIONS
CUSTODIAN
We are here to lead awareness, and to deliver unique emotion to our client
Benedetto Vigna CEO
Ferrari
ACCORDING TO Benedetto Vigna, CEO of Ferrari, the company is not interested in making products that put function and utility first. Instead, the brand looks to deliver an emotive experience for its customers, which it achieves by embedding its close to 80-year heritage in its brand storytelling and maintaining exclusivity for clients. While much of the customer journey takes place before a sale, Ferrari invests significantly in the long-term experience of customers by creating a sense of belonging through its Ferrari Owners’ Club Membership and by producing fewer cars than the market demands. This philosophy began with Enzo Ferarri, the company’ s founder, and is designed to promote a feeling of exclusivity within clients.
Ferrari has maintained these brand standards and messaging as it develops its luxury EV offering, with Benedetto telling Top Gear:“ We are here to lead awareness, and to deliver unique emotion to our client. I also talk to them and you can see the pressure that is coming from their sons and daughters. We need to worry about the next generation, and act rather than just use words.”
BRAND PHILOSOPHY
Delivering an emotive experience that builds long-term customer relationships through the brand’ s history and storytelling.
CREDIT: GETTY IMAGES