The In Crowd and the Out Crowd

In mulling over why Ferrari (and Lambo) chose not to be at the Los Angeles Auto Show with a booth, I read in F-Chat that they didn't need to have a booth because Ferrari at least had a private party. Where was that? Was it true that you had to own a Ferrari (or five Ferraris?) to even get invited? Was that to show the FF?

I wonder if the Ferrari market in America and maybe other countries to is being fragmented as far as the reaching out to the public via these private invitation-only events? I know they had one at Pebble Beach, too, probably also for the FF.

Is it only me, or is this showing contempt for those who don't currently own Ferraris? Maybe they did market research and figure those who already own one are half conquered customers already so why not restrict it to them?

Also I wonder how many of those on these invite lists own classic pre-'74 Ferraris (from Daytona back) or are they all owners of "present day" Ferraris, 308s,. 328s, 599s, etc.?

Where is the Wikileaks of the Ferrari world so we can read the memo that describes their by-invitation-only marketing plan in America?

 

I own a Ferrari and I did NOT get an invite.


Feelings hurt? NOPE. Could not care less.

 

Ferrari is an elitist, expensive brand. They DON'T care about the average consumer. They don't have to.

 

WRONG.

The reason they don't go to the LA Auto show (along with a lot of other premium brands BTW) is because it's expensive and they get nothing from it. Everyone who is interested in buying one knows exactly what they are and where to inquire.

I asked the BEST salesmen at an LA dealer (I won't say his name but he's highly respected by the Fchat crowd) and he said he sells more cars to people who walk in with jeans, sneakers, and a t-shirt than he does with guys walking in with suits and Italian leather shoes.

It's the guys with suits who are the pretenders or trying to impress. The jeans wearer is the guy who is serious. This is an elitist attitude?

Yes, they do have occasional parties and previews for their existing customers. Somehow, there's something wrong about that?

They are expensive and exclusive. Don't try to make them into a Honda dealer because I can assure you, other owners won't like the change.

Want to be part of the "in crowd"? Walk into a dealer and buy a new or used car. Seems pretty logical.

 

In the September of 2008, Ferrari threw a blowout party to launch the California in Santa Monica. I happened to be on a business trip and so got to go. If memory serves, Ferrari of Denver was able to give out about 30 invitations though only a few actually used them. Plenty of trophy women showing off the latest plastic surgery results. Scwarzenegger was there along with Piero. After the unveiling, there were a number of cars available for pawing and sitting in.

Dave

 

There is a lot to be said for qualified new Ferrari buyers, of which most Americans are not. I'm not saying Ferrari was right or wrong in not participating, but how many Ferraris do you think dealers would sell based on Ferrari making an appearance up at the LA auto show? My guess is none - and that's why they don't show.

If I were Ferrari, I would cater to existing owners who purchased new cars from a dealer. They are definitely qualified buyers and all they need us a little "encouragement" to buy a new one - ala an exclusive showing.

I've always been under the impression that non-owners come to Ferrari to buy a new car, not the other way around. So why worry about marketing to the masses for a very low rate of return?

But what do I know? I don't sell cars for a living. LOL

 

Well said. You beat me to the submit button.

 

I was there! I was also at the event and auction for the first US delivery 458. I think it went for like 500 grand (all to charity). Several hundred people were there. John Mayer played. Piero spoke about the car. Michael Bay announced the 458 was going to be in the next Transformers.

I took Jim 348 as my guest (I made him drive!). It was fun. Good food, some drinks, you could sit in the cars, and some entertainment. A lot of press and celeb people too.

I got an autographed drawing of the 458 with Piero's signature in a nice 458 folder. I still have it!

 

The business reasons for their use of exclusive parties and "invite only" events seem sound. There's no need for presence at expensive car shows catering to the mass market (though LA may or may not be a cost-effective exception). With long wait lists even in a down economy, they've grown comfy with customers "coming to us."

However, few would doubt the damage being done to the brand lately. Between the distastefulness of their F1 team orders ("we have no team orders"), their massive over-priced merchandising of anything that can fit a logo on it (Scuderia socks?), and their general attitude of elitism in the marketing process (see above, plus poor treatment of journalists, etc.), I think Ferrari's brand is becoming identified more with alienation than exclusivity. Though folks here may not hear it first-hand, the user image and brand personality have turned from "successful" to "greedy" and that's in large part due to Ferrari themselves.

It's a subtle change but, within the context of our times and cultural shifts happening beneath our feet, the "attitude" may play out poorly for Ferrari in the years ahead...

 

Those large auto shows are a waste for a niche market car maker. Those shows are full of people who will never buy one of these cars. For example a few weeks ago on a random Sunday morning in New Canaan, CT Ferrari came to this Caffeine and Carburetors event with the new FF and a 458 Challenge car to show them off. This event attracted hundreds of Ferrari cars and seemed like a great exposure event.

 

How about this angle.

Ferrari is NO LONGER A CAR.


It is a life style.


Just how much do they make buy selling Ferrai printed condoms and other stuff. Lots of STUFF that the average Joe can and does afford. I bet it is a BUNCH.


Not advertizing buy not attending MAY dry up a huge chunk of the $ stream that keeps the cars on the track as the sale of the street cars alone don't even come close to "doing it."

 

LOL!!!!! Funniest post I've read in a looooong time! F1 "team orders" effects the brand image? I'm cracking up!

Go to a Mini dealer and buy an official "Mini plush bulldog"! Everyone does merchandising. My BMW dealer's service department looks like a Toys R Us store. BMW announced this week it's goal is to be the world's biggest luxury car brand (it already owns RR). There's nothing wrong with licensing and if people didn't like it, these products wouldn't exist.

As to the elitist claim, how insulting can you get? Take a look at the people here on Fchat --- the people who are the real owners are far from Wall Street "greedy banker" types or greedy banker wannabees. Somehow, I don't think they are too interested in turning in their prized possession they worked all their lives for because of a few people camping in a park.

 

And... Rolls Royce never was a life style instead of just a car? Enzo sold his cars to the rich and famous. He went were the money is. Do you blame him? I don't. That tradition carries over today -- only more of us can actually get one today.

Good for that.

 

Ferrari condoms?

 

Well, if you're going to get screwed, you might as well be safe!

 

I assumed they'd cost ten times more, get you there sooner and break easier. Safe didn't cross my mind.

 

If you pay over MSRP for a new car, YOU GET SCREWED.

Plain and Simple.



Ferrari screws clients daily. Sad part is WE actually control THEM. WE have the power to religate Ferrari to Hugo status. EASY.

But we will NEVER stand up for our selves. Ferrari will always win.




Well, they lost at least once (now owned by Fiat) so it could happen again.

They'd suffer ANY indignaty to stay on the track. Their weak spot.

 

how long between belt services on a Ferrari condom?

 

...and catch on fire!

 

I just hope they come in sizes bigger than AAA and AA batteries.

.

 

Don't worry, you can buy the extended warranty and get a new one. If you own five of them, you can buy the uber exclusive model that doesn't break or catch fire - but you have to to wait three years to take delivery.

 

Is it because of the friction or the "fuel" inside....

Tony.............

 

+1. Many seem to think Enzo was some sort of idealistic car nut. Yet he made his cars status symbols and started the tradition of treating customers shoddily yet they accepted just for a chance to own a trophy car.

Dave

 

Even Ferrari can screw up. In the years just before Montezomolo took over, Ferrari was on the ropes. Between Enzo dying, an aging, uncompetitive product lineup and lackluster economy, they weren't selling many cars. Luca took a dying, cottage industry car maker and turned it into one of the very most recognized and inspired to brand in the world.

Dave

 

"Enzo sold his cars to the rich and famous. He went were the money is. Do you blame him? I don't. That tradition carries over today -- only more of us can actually get one today. "

Really??? This is exactly what I said, but you say "WRONG". How so???
You think "elitist" is insulting?? It is what it is, a brand that caters to a small, wealthy group. That's elitist.