I have written previously about Ferrari restricting Ferrari owners from personalising their cars.
Ferrari doesn’t want to be seen as promoting something that is deemed contrary to the values or norms of the company.
So, they are pretty selective in maintaining the good name of their goods and company.
Ferrari doesn’t just sell cars; they also sell a lifestyle, so they must keep people willing to buy their products without lowering their self-esteem.
Ferrari imposes certain restrictions on owners, preventing customising or personalising their cars.
Particularly if they feel the alterations may be detrimental to the image of Ferrari.
They have taken legal action.
A case in point: in 2017, fashion designer Phillip Plein had several Ferraris wrapped in his livery and driven around Milan.
Ferrari thought Plein had ‘distastefully exploited their brand.’ The case went to court.
Ferrari won. Mr Plein was ordered to pay €300,000 in damages.
This restrictive rule does not apply to Mr. Lapo Elkann, who has decorated his Ferrari Purosangue in what can only be described as a blocky, three-dimensional design.
Me thinks Minecraft.
Lapo Elkann operates in the luxury market and feels unique customised items are one way of luring the rich.
I’m surprised Ferrari has yet to jump on this.
By pure coincidence, Lapo’s brother is John Elkann, executive chairman of Ferrari!