Korva is a scroll of the internet’s best ideas.
Never let customers feel finished
Building the Ladder
A brand the whole world lusts after for decades needs a lot of infrastructure for fans to hang their fandom on. The common illusion is that shipping very few units means simplicity. In fact, it takes ever more rare models, programs, and events so that every owner and future owner has a next step.
Ferrari intends to launch about four new models a year on average and retires each one within four to five years, which keeps every model feeling exclusive. A buyer can start with a used Ferrari, move to a new one, and eventually be invited to buy an Icona or a supercar. Those invitations go to people who own at least 10 new Ferraris, maybe 20 or more.
The Top and Base
The top of the pyramid includes former Formula 1 cars. The most extreme clients can buy one, and Ferrari stores it in Maranello, staffs it with engineers and mechanics, and builds programs around it: a day at the private racetrack, or flying the whole team and the car to a race somewhere else.
The base of the pyramid matters as much as the top. The hundreds of millions of Ferrari fans around the world are the layer people enter from before they graduate upward, and everybody needs a place in it.
Why do Icona cars look like old racers?
Ferrari's Icona line takes design cues from its historic racing cars. The Monza SP1 and SP2, launched in 2018, drew on the open-top barchetta racers of the 1950s. The Daytona SP3, launched in 2021, recalls the 1960s sports prototypes including the 330 P3 and 412 P.
How can clients own a Formula 1 car?
Ferrari's Corse Clienti department runs the F1 Clienti program, which lets clients buy retired Formula 1 cars. The cars stay in Maranello, where Ferrari maintains and runs them. Clients drive them at circuits including Fiorano, Ferrari's private test track, which opened in 1972.
More from Acquired
