Why isn't Ferrari at LA Auto Show?

Well, if it's quite obvious, then why did you feel the need to point your particular finances out?

Or were you just targeting those without a bit of sense?

There are billionaires on this forum - no one is impressed with you living in "x-percenter"-ville.

 

I'm confused about the backlash against Dave, as I think he was making a valid point and not trying to impress anyone.

When I was a kid in the 80s a highlight every year was my dad taking me to the Chicago Auto Show and getting a chance to see these amazing cars in the flesh.

Of course Ferrari doesn't NEED to attend these shows as they will have virtually no impact on sales for decades, maybe ever. We all understand that. But surely there's *some* value in giving a thrilling Ferrari *experience* to millions of kids who read about these cars religiously and download videos on their mobile devices.

 

Wow is all I can say. Ferrari dealers may treat their customers like dirt, but a presence at the auto show is more than just an extension of the showroom and sales network.

Most auto show attendees are brochure collectors and dreamers... especially the kids. Auto shows are a great family outing for everyone..... especially the regular folks. Back in the day, I waited all year for the NY show. I would collect all the brochures (especially Lambo, Ferrari and Maserati) and read them over and over again and dream of ...... "one day".

One year in particular a well dressed rep at the Ferrari stand let me behind the ropes and plopped this 10 year old in the driver's seat of a Daytona. Many years later and many Ferraris later, that rep stirred and cemented the passion that has lasted a lifetime. He also sold allot of cars that day.

Don't be so ready to pee on the power of the auto show. Families have fewer and fewer things that they can do together. They are buried in their iphones, Facebook, etc. A bonding/dreaming experience at an auto show is one of the few things left.

 

Thank you to some of the recent posters who get what I was trying to say.

Why would I try to impress people here? I admit that I look at used Ferraris, not new, and I am not wealthy (though a high earner now). I come from a modest background and despite my parents not being car enthusiasts, my father would always be willing to take me to car shows and it was a great bonding experience. Seeing the cars I would otherwise see only in magazines (Ferraris...) was an amazing experience. It influenced my future appreciation of these cars and now I'm in a position to purchase these cars for myself...

I speak both to the altruistic piece but also the long-term business sense of continuing to have a presence at these shows. When someone is at their peak (Ferrari's brand) it is hard to see how they may fall. But it happens, as history tells us time and time again. The arrogance of the strong allow them to fall. I try to remember my past and, unlike many who climb the ladder without help, I don't look down of those born into money, so long as there is mutual respect to those with less than them by virtue of luck of birth.

Again, I really do appreciate the last couple of posters who really got the core of what I was saying. To "DesertDawg"... I think you missed my point. I have billionaire friends, but I associate with people who have some humility and understand the joy that their cars bring to others. When I was a kid, someone with a Dino allowed me to sit in their car in a gas station after they saw me, jaw dropped, staring at it. I appreciate returning the favor with my own cars, when I see kids (or adults) who enjoy seeing and exploring nice cars.

I don't mean to hijack this thread (though I think my posts are relevant). I just am disappointed when people with so much, are so shortsighted. Again, this isn't directed at the community as a whole, just some.

 

I don't think you said anything wrong and I don't think you are bragging. You mentioned the word humility in your post. I think there needs to be more humility on this site and respect for other people's thoughts.

 

I understand your point but I think you are reading into it too much emotionally.

I grew up in working class Ohio where seeing a Ferrari was a rare occurrence. Still grew up with Rossa Corsa blood but I can understand from a business standpoint why they don't do auto shows. Emotionally I think it's great but financially it's a waste. I'd rather have them invest the money into F1 or future designs.

Let the local dealers decide if they want to display a few cars at the local events.

When I worked for Shelton Ferrari I helped out one year at the Miami Auto Show and it taught me why car shows are a complete waste of time for Ferrari. Zero buyers on hand and you have to rope everything off from the throngs of knuckleheads that could care less if they scratch it. Heck even the small time manufactures remove the shift knobs because the attendees steal them. If it can be payed off they take it!

Ferrari is better served by small, tasteful showings at events like Pebble Beach, Amelia, concours, etc. The dealer network is large enough now that most people can see them in the showroom. I've been looking at exotic car dealers since I was a kid and I have yet to experience any snobbery even though it's clear as day I'm not a buyer.

 

Most Ferrari enthusiasts find this place an incredibly welcoming and friendly place where people bend over backwards to help them find the right car and help out with car questions, etc. (I wonder why a small percentage do not have that experience at all… hmmmm… must ponder).

Like the issue at hand… if someone asked where they could see a particular car in person, there would be plenty of posts directing to the local section, and then plenty of posts offering information (or even rides).

Car shows are the favorite of boys from 10-14. Many people have nostalgia from going to them. Many people who own exotics still shout and holler when they see another one like a shark among fish out on the roads.

But it's easier than ever to go see any car you want to see in person in such a better and more intimate way than a roped-off display at some convention center. Forums like this didn't exist in the time about which people are getting all nostalgic.

My daughter liked seeing an aventador at C&C, but she liked a cobra replica better (until it started. then too loud and smelled of fuel… She's 8). perhaps my enthusiasm will wear off or perhaps not, but it will have nothing to do with a collection at a convention center.

 

Fair enough, to the other recent posts, and I know times change. I just hope that people don't lose perspective.

Personally, I would like to think that the exotic cars will still be shown at shows, even if it doesn't translate to immediate sales.

Maybe my reaction was a bit too much of a knee-j3rk... and I do appreciate the forum members, who share their experiences on here. I do think there is a risk that car enthusiasts fade away -- once it becomes to impersonal and just people looking at cars on apps, etc, it will likely become more and more utilitarian.

 

I don't think anyone on this board can accurately assess the *long-term* financial impact of Ferrari attending car shows. I mean over 20-40 years building and encouraging enthusiasm and passion for their cars. Clearly many of us had experiences at car shows that at least *contributed* to our passion for these cars, and *maybe* some of us were more likely to buy our cars because of those experiences.

The executives making these decisions have to spend money *today* and justify those expenses, and doing that for some immeasurable financial gain (maybe) many decades from now is probably not a wise decision. But that doesn't mean it won't have a negative impact at some point when those same execs are off the clock, if they're even alive.

Having said that, I have to imagine that the cost of dragging 2-3 show cars around the country to a dozen shows a year is a rounding error for Ferrari, and I would assert that a long-term, forward thinking executive would be wise to continue making that relatively immaterial investment to sustain/build passion in new generations.

I think asking local dealers to participate is the most senseless idea because they truly have the most to lose (damaged cars, employees time, expenses) with almost nothing to gain.

 

In Seattle, most of the "exotic" manufacturers (Ferrari, McLaren, Rolls, Bentley, etc) were behind stanchions and ropes to prevent this sort of thing. And I should clarify, at least Aston and Caterham were there due to their dealers--I know that for sure. Not sure about the others.

 

Absolutely they were dealer displays.

 

Pagani showed up at the DFW auto show. We win everyone else lost!
Just Kidding, but has anyone else had Pagani at their car shows?

 

I guess it depends on how you run your business. If it's return customer sales and getting their old cars back to resell as you up sell them on a new one, customer rewards and loyalty can be a part of a successful business culture. If it's in strategic relationships with ancillary providers like detailing, painting, time shares, credit card companies, racing schools, hotels, racing simulators, restaurants whatever then a gathering of a exotic car owning people can be of great value. I guess where I am coming from is that if you are unable to find a way to get anything out of a gathering of captive exotic car owners perhaps you have lost the will to succeed.

Ferrari not pursuing lookie loos I get. Local Ferrari dealers not grabbing the easy to reach opportunities I do not.

FWIW cars buff out, cars arrive damaged at the dealer everyday and need TLC.

 

Ferrari sells more cars in this state than any other and here in most countries. More importantly, Ferrari sells huge amounts of trademarked products. Given the brand, I would think they would make some effort, however small, to be in the LA Auto Show. Now that they are owned in part by Fiat/Chrysler, you'd think it would not be a big deal to arrange. There's plenty of room for them to have a small, but effective presence in the central hall. I think it is an inconvenient oversight by the manufacturer to not be here, regardless of how easy it is to peddle their wares in the state. They are opening a new facility in Torrance, near my office and house. You'd think they'd want to use the show to call attention to this. Missed opportunity, if you ask me.

 

Went to the Miami show last weekend. Pagani was there and I figured that will be as close as I ever get to one.

Was a Huayra not my fav Pagani, but it was an amazing vehicle. So much so that the Ferrari,Lambo, Aston, Mclaren displays were clearly visible from anywhere in the auditorium. People of all ages and income were God smacked at the Pagani everything else seemed mediocre.

I go every year just to see what's new and enjoy the experience. Whether or not I buy or am a customer it is a good thing for the community and the city.

 

Hey Dakota...Also saw Huayra @ DFW show. It was pretty ostentatious car, no doubt. Around the corner from Jag, Ferrari, Bentley, etc. as I recall...T

 

Not a car show, but Pagani spent the week in Savannah, Ga years back, at Savannah College of Art and Design. He brought a Zonda and spent a lot of time with the students. His kind and humble demeanor was very welcoming and inclusive. Now that made an impact.

This is where Ferrari could really make an impact, as well, on the ground level by connecting with large bodies of students in controlled and on economically feasible scales. These professionals in training are potential future buyers and employees. Between this and Concours type shows, Ferrari would spend far less money then on the LA Auto Show. That said, if Ferrari was to display at the Auto Show this week, I would have probably attended with my 9 year old daughter who dreams of being a Ferrari designer. Just for a family outing and not to buy a car.

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http://www.nytimes.com/2012/12/02/fashion/bah-humblebrag-the-unfortunate-rise-of-false-humility.html?pagewanted=all&_r=0


There is a term for this you realize.

Warren.

 

Great, another personality flaw I have to guard against.
Seriously though, interesting article. Thanks for posting...T

 

Couldn't agree more.

The two big shows I attend, Geneva and Frankfurt, are not run directly by the factory, but by the importer / local dealers who coordinate with the factory to receive the stand material and cars. Just ask the stand staff were they work; the vast majority are local. The only factory employed people I've ever encountered at those shows have been the agents in the Tailor Made enclosure. If Ferrari's presence is wanted at a local show, the dealer / FNA should be contacted and they should be left to arrange it, if they find it worthwile.

It is true, shows open and catering for the general public attract a huge amount of punters and very few (if any) meetings that on their own lead to sales. I wonder what the Champagne bill is for LVMH after one of these events...

 

That is really cool. I don't know if you are aware but Ferrari sponsors a design assignment at CCS under our very own Fchat member and all around awesome guy JM2. See the car design thread in the Creative section for more info.

 

I would guess that not nearly as many youth attend the really big car shows as in the past... Everything is available so quickly on the internet, that the shows are likely far less interesting... My bet is that C&C attendance by non-owners is higher than ever though...

I always attended the Miami and Ft. L shows growing up, and still remember seeing a Viper there for the first time, but I would bet my 2yr old won't want to attend Chicago in a few years.... Don't know if that's bad or good, but it is... Wall posters replaced by screen savers...

 

don't assume your son won't want to attend. I went last year to Chicago with my then 5-year old and he had an amazing time. He still talks about it.

 

I think the car shows are important in immeasurable ways. That's why Porsche make a big presence at LA, even though they have to work a little harder. F still hold private parties in LA during the show, to cannibalize on customer attendees. It's about attracting younger buyers and that's what shows do or maybe F doesn't care, just like Bernie, "I don't care about attracting the younger crowd, they don't have any money." Under F's current leadership and direction my guess is they'll wind up in a bit of trouble and you'll see them back in LA within a couple of years, to try and woo customers back that are getting too old and younger ones that will buy another brand that already caught their attention.