Ferrari Essay

1573 words - 7 pages

Ferrari in my opinion is a company that right from the beginning was "build to last"(1), it was built to be the best in Europe. It's founder Enzo Ferrari was driven to develop the best (fastest) sports car possible not the most profitable. He was a clock builder, not a time teller so he developed traditions, he always wanted to be in the leading edge of automotive development; being a pioneer. That is why "so much of what Ferrari established and where it was begun continues"(2) today in Modena, Italy. He developed an internal drive that is crucial for company's success throughout the test of time and competition from other companies. Like all the visionary companies that I know, Ferrari also ...view middle of the document...

Ferrari is still today the best in the Industry of sport car racing; they dominate the Formula 1 car racing for the past 50 years. This has really stimulated the Italian economy. Formula 1 is known to be one of the sports that raises the most capital, from advertising to ticket sales I fell that Ferrari is really helping the country's economy. Also I need to bring up the point that a lot of the research and development introduced in the racecars has helped the domestic market also. For example, ABS and Traction Control were all developed in the track and now are a success in the domestic industry thanks in part to Ferrari."The beauty of the company's tradition is that so much of what Ferrari established and where it was begun continues"(5). The roots are in Modena, Italy, and if you walk the streets of its central district today, you will see that remarkably little has changed. All this is as it has been for many years, and you can see the tradition in the newest Ferraris. The Pininfarina styling that simultaneously appeals to your highest sense of art and design, and to the fire that glows inside you. Look at the gauges, grip the shift lever in its metal gate, smell the leather upholstery...its all part of that Ferrari history of the tradition, commitment and energy of one man Enzo Ferrari. The man with a lifelong passion for wining European races, and from the thousands of races Ferrari has won, they have developed the knowledge and expertise to build cars that not only out-perform any others on the grid, but also excite and attract. This does not happen with competition. Companies such as Maserati, Lamborghini, Acura and McLaren have yet to show the staying power and attraction of Ferrari. And Porsche, the one company that approaches Ferrari's commitment, will always fall one year short of matching Maranello's record. Most of these companies just ignored their past roots, their "core ideology"(6).But that's only part of the story. I think that automakers that spend too much time honoring history tend to become history. Ferrari is a company and company's need to be profitable to survive. Ferrari was a company stuck in the 1980's. "The mentality, the way work was organized all needed to be changed."(7) While much of what has made Ferrari great is unchanged, I believe that restructuring of the company would be essential to keep Ferrari alive in the 1990's. Back in 1990 Ferrari, which is now "90 percent controlled by another European auto giant called Fiat"(8), was losing millions of dollars a year. At it's low point in 1993, "it sold only 2,289"(9) of the very costly roadsters, just half the cars it produced annually during the 1980s. "A Ferrari is like a beautiful girl that makes you fall in love at first sight."(10) These are the words of Di montezemolo, but I think that this beauty has always been more pleasing to look at than it was to possess, because Ferrari's founder and racing pioneer Enzo Ferrari, engineered his sports cars with a...

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