Comment on Sales Process of SA APERTA

It's nice to see some of the bigger boys on the forum get angry. I too am mystified at the current marketing strategy for this car. Can anyone think of what the number 80 might represent?

I agree that the quoted production number of 80 will not represent true production. It will be interesting to see exactly how many more are produced.

 

80th anniversary of PF who's badge isn't even on the car.

 

So Mike

Is this the end of your Ferrari buying days?

 

Ferrari should absolutely change the way the marketing department does this type of stuff. I also think the dealers feed into this - big time. The "I got a secret" about new models and allocations is crazy. It's bad taste.
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"A cold wind will soon shake their windows and rattle their walls."


I've wondered why in the world Audi thinks it can sell seventeen variations of the R8. But Ferrari seems to be pushing out an awful lot of 8 cylinder cars. How deep is the market? I don't know.

By the way, when you buy an R8, someone from Audi USA calls to make sure you're warm and comfy - a nice gesture. OP, after buying more that 10 new cars from Ferrari, I got to the factory with my wife and they'd lost our tour reservation - wouldn't have let us in at all if I hadn't printed out their e-mail - an interesting, but different gesture. Overwhelmingly underwhelming.

 

Since it's Friday, call all of your customers and remind them how lucky they are to be doing business with you. It builds brand loyalty.

 

This is a very interesting read. First of all, I think that part of the issue is because the car looks great. If it was a dog, nobody would care.

What is surprising to me is how many of the big hitters seem to either have not been offered a spot, or at least sympathize with those who weren't. Have we reached a tipping point?

Was PF even aware of this "celebration?" Seems more like Ferrari is just trying to make money on the sad decline of a legend.

Peter

 

Maybe marketing and sales just felt they'd end up angering more of their loyal customer base. If they offered everyone a shot at the car first and had to disappoint so many of them later. What causes less customer damage? Preselling their entire enventory ahead of time and avoiding a feeding frenzy and huge bruised egos OR..... The factory still knee deep in bruised egos but without the accompanying chaos. There really is no win win solution. Not being chosen to even participate is painful but not unexpected. Given the number of families of incredible wealth that have been buying ferraris for generations.You can either continue to play the game by their rules or pack up and go home.

 

"You can either continue to play the game by their rules or pack up and go home."


That was my conclusion. It's their show. Waste of time to be offended.

 

I was neither offended or care. I've been making my own show for a long time. I still think they're (The guys who thought up this email) idiots and that their chickens will come home to roost.

BTW this isn't the first time I've told them what I think and I have to admit that some things I told them have gotten through.

 

True - but unfortunately, today's generation of Ferrari execs will have already collected their short term performance bonuses and headed off to the hills. If you think they consider the long term, I fear you are going to be sadly disappointed... It's all about the short term $$$.

 

I think Ferrari should do what we do in the collectibles business. Make two versions. One is limited to say 500 and the other (the Aperta edition) to 80. Figure out a valid way to make the Aperta edition spcial to those 80 customers.

Its really stupid to limit a car to 80 customers if you can get 500...and I think with how great this car looks they can do 500.

 

Of course you weren't. One has to make one's own show in life. I agree with your criticisms of Ferrari marketing.

My point is, I've never had the impression that anyone at Ferrari past the dealer level gave a **** about my business; to think otherwise is naive IMO. In Ferrari, I've always been reminded of the crass but straightforward casino system (as I understand it, I don't play), where one is "rated" based on one's level of expenditure. It's a simple game, and the rules aren't all that opaque. Spend your way into the "family."

Their attitude may ultimately reveal them to be idiots, I don't know. People keep lining up! I've moved on to the vintage street cars, and modern race cars. I'd order a 458 Challenge today, but I don't want to participate in their overpriced, silly series, and I don't want to order one in Europe and have it shipped over. They'll come to me eventually, when demand slows.

When you go to the factory, and watch the big scoreboard tick down the minutes until all the cars must move to the next assembly line station, you begin to feel like you've peeked behind the Wizard's curtain.

 

I've had multiple new Ferraris; I'm on the owners' site; but I didn't even get the morning email. I really feel low on the totem pole!

 

Very, Very True.

 

Couldn't agree more. No surprise McLaren has a customer focused strategy and could have their lunch. Besides, Ferrari has inflated the prices on all their cars to where they are like 20% to 25% overpriced.

McLaren will be way more exclusive and has way less attitude.

 

This has been a fascinating discussion to read. I don't own a FCar and don't have the means to do so; the only car manufacturers and dealers I've dealt with are considered "mass market" and furthermore don't have the customer backlog that creates such a unique situation. Most car buyers don't expect the factory to give two rats' rear ends about them; the relationship is primarily at the dealer level and even then it is somewhat transactional. The farthest up the car-buying totem pole I have witnessed are BMW M cars and Porsches; even then those cars are mass-produced in comparison and a customer either buys a new car off the lot or waits a few months for the factory to build the car. The question becomes: should one EXPECT Ferrari to treat customers differently versus more "mainstream" carmakers? Should people be able to have a direct relationship with the factory at the volume Ferrari deals in? And if that occurs, should those privileged to have such a relationship get first shot at limited-edition cars?

I for one am fine with manufacturers being choosy on who BUYS the car so long as people are given an equal shot at being CANDIDATES for the car.

 

Very funny!