Benvenuti amici!
As mentioned in our last blog entry, FIAT S.p.A. has officially gone global. Every move the company, led by John Elkann & Sergio Marchionne, makes causes shockwaves through the automotive community and is covered by every news outlet. The latest move to rock the FIAT world is the resignation of Ferrari Chairman, don Luca di Montezemolo. His resignation comes only five months after the resignation of Stefano Domenicali, Ferrari's former Formula One (F1) Chief. Domenicali resigned as a direct result the failure of Team Ferrari to secure a title since 2007 as well as struggling to keep up with Mercedes powered competitors… steadily losing ground for four seasons. He was replaced by president & CEO of Ferrari North America, Marco Mattiacci. As unnerving as that news was, nothing could prepare Prancing Pony fans for Montezemolo's exit.
Standing on the Shoulder of a Giant
I could regurgitate everything you have, no doubt, read one hundred times in as many different places. But I prefer to tackle a statement made by don Montezemolo… namely regarding his fear Ferrari will become an American company (under the leadership of Sergio Marchionne). Is he referring to future possibilities of Ferrari creating estate coaches/station wagons? He couldn't be. The FF was introduced under the guidance of don Montezemolo.
An AWD, utilitarian performance Italian beauty
Is he referring to Ferrari merchandise stores and Ferrari (German multinational) sneakers & other brand apparel appearing on the racks of shoe stores in USAmerican cities? No… we've had those for years. Is he referring to affordable, not exclusive, timepieces available to the general public… rather than a short list of individuals owning no fewer than five Ferraris (two of which must have been purchased new)? Of course not, Movado has been creating/selling Scuderia Ferrari sport watches for two years. I am a proud owner of one and look forward to purchasing at least one more.
Ferrari Boutique
So, to what is Montezemolo referring when he communicates a fear his beloved Ferrari... a company he's devoted most of his adult life to successfully growing… may become American? My guess has been mentioned in the same articles reporting the resignation news. Don Montezemolo is concerned with the FIATCHRYSLER New York Stock Exchange (NYSE) move. Many executives have amassed indecent mounds of currency from the vision/s of Vincenzo Lancia, Nicola Romeo, the brothers Maserati & Enzo Ferrari. All of these great men made their dreams reality.
Maserati, Romeo & Ferrari: Last Dreams Standing
As times and fortunes changed, the Agnelli family 'rescued' these coach builders from foreign clutches… allowing space for future dream-like Italian realities. Ferraris, like the other heavyweights under the FIAT S.p.A. umbrella, are the stuff of petrol head fantasy. I can understand a bit of fear & loathing at the thought of their favorite glorious brand becoming little more than a faded memory. But one would need to be blind to miss the truth… Ferrari could never lose its Italian-ness.
Consider, for a moment, Marchionne's failed attempt at keeping Lancia on life support by rebadging Chryslers. Lancia began life as an innovative force and continued it, early after the FIAT takeover, as a rally dominator. At no time could Lancia have been successful as anything less. Marchionne proved this. With Lancia, the story has always been 'Go big or go home'.
Rally Legends
The Ferrari story is no different… 'Go big or go home'. No one… no one… in the automotive industry goes big like the Italians and it is perfectly exhibited with the Prancing Horse. Where they trade stock does nothing to change that historical fact. In a world that considers one million and counting runabouts sold as unconvincing success, raising Ferrari production to 10k from 7k is hardly diluting the exclusivity of those wonderful coaches. A few more Ferraris sold will allow the firm to continue pouring fortunes into F1, and fine street dreams, while contributing to the corporate account. This may not set well with tifosi. But, then again, boutiques & such may not have set well with il Commendatore. I mean, don Montezemolo was brought in by don Ferrari to win races not strut runways. Remember, friends, I own a Scuderia Ferrari watch. I am not disrespecting the former Chariman. I am proposing an alternate POV to the Soap Opera offered by agencies paid to create drama.
Times change, people change and business certainly changes. But true legends can never lose their glory… that includes Ferrari. The sky is not falling. Go back to dreaming & cheering.
Vivere.Amare.Guidare.
Ciao!
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