Thought on Ferrari, colors and FChat | FerrariChat

Thought on Ferrari, colors and FChat

Discussion in 'Ferrari Discussion (not model specific)' started by C50, Aug 25, 2019.

This site may earn a commission from merchant affiliate links, including eBay, Amazon, Skimlinks, and others.

  1. C50

    C50 Formula 3
    Silver Subscribed

    Aug 19, 2016
    1,732
    808
    The “which Rosso for Pista thread” got me thinking about the Ferrari brand, colors and the role of FChat.
    I thought I’d share and ask for your own opinions on the subject.

    Ferrari’s brand genius is greater than I’d appreciated with respect to creating increased desire among established customers by offering tiers of rare/exclusive/custom colors.
    The general public knows the brand. (Look at the white Ferrari.)
    The kid with the poster on the wall (is that even still a thing?) knows the models. (I want a white testarossa)
    The curious buyer knows something of the range of colors. (I may get bianco avus but what’s this Fuji I’ve read about?)
    The established client knows they want a custom creation. (Like Bianco tartan but cooler and with a different midcoat.)
    As one ascends the pyramid, the driver of desire shifts to these nuances. Once one can get a Ferrari, it’s no longer enough to just get a Ferrari. But the Head Office doesn’t open all the doors to you at once.
    Sorry, that color you haven’t even seen in real life but so desperately desire is only available to TM clients.
    And the desire continues. On my next Ferrari...

    Apart from special new car releases where the color may get mentioned (Rosso TRS, Rosso Vero), unless one is at the dealer, on the configurator or actually looking at a car, one will not be exposed to range of colors on offer.
    FChat has thousands of images continuously posted, prompting much discussion of what is the color and how does it compare. I can only presume this influences buyers habits. Look at the members who have shared their Rosso Coburn cars, ordered sight (apart from online images) unseen. It’s a testament to the influence and trustworthiness of the forum that people will take such a costly gamble.
    I know (based on postings here) that Ferrari monitors the forum. No surprise. I’m sure they have people monitoring multiple sites and apps.
    But I wonder if the influence of FChat on buyer behavior is enough to move the needle so that Ferrari notices it. For example, in the library of reds, is Rosso Coburn a disproportionately frequent selection attributable to FChat post activity?
    I believe yes, FChat influences buyers, but I have no clue if there is ultimately any influence from FChat on Ferrari. On that question, I think it unlikely, an understandable business decision.

    What do you think?
     

Share This Page