The Ferrari 488 Spider uses technology to set new benchmarks but petrolheads might complain that raw power is missing.
I won’t lie... writing any story on Ferrari is intimidating. Ferrari drivers don’t own a car, they find a passion. Their blood is not Springbok green – it is pure Maranello red.
They feel the spirit of Enzo Ferrari, the famed driver who founded the auto maker and the Scuderia racing team, every time they slide behind the steering wheel.
Although red was the color originally assigned to all Italian Formula One (F1) cars by the International Automobile Federation, nearly half of all Ferrari’s sold today are that distinctive color.
What I admire most about the people of the Prancing Horse – an emblem which was handed down by the aristocratic family of a First World War flying ace – is that they hold their heads high despite dark times on the F1 circuits.
Just pass your eyes over these names... Alberto Ascari, Juan Manuel Fangio, Mike Hawthorn, Phil Hill, John Surtees, Niki Lauda, South Africa’s Jody Scheckter, Michael Schumacher and Kimi Räikkönen. They have won a record 15 drivers’ champion- ships for the team.
Now, unless their luck has changed since writing this story, the fans are surviving on memories of the 2015 Singapore Grand Prix.
Ferrari chairman and newly appointed CEO Sergio Marchioness expected the Scuderia to start winning races some time back.
The Ferrari boss said: “I’m very satisfied with both [Sebastian] Vettel and Raikkonen. The only thing that hasn’t worked well is luck.”
So, if the Scuderia aren’t exactly scorching the circuits, how is this reflecting on sales and profits?
Well, ironically, 2015 was their best year ever. Total sales are up 6% to 7,664 and profits up 9% to €290 million ($324 million). This year they’re gunning for 7,900 units, including supercars. Modest growth yes, but there just aren’t that many new Ferrari customers each year.
Denne historien er fra September 2016-utgaven av Forbes Africa.
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Denne historien er fra September 2016-utgaven av Forbes Africa.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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