Filed under: Marketing/Advertising, Ferrari
Moving Fast: Ferrari accelerates retail merchandise expansion with 40 new stores
Ferrari's global branding efforts are accelerating as fast as its race and road cars, to the point where a third division was established just to manage it all. Heck, they've even got a Ferrari edition Segway scooter now. Next on the agenda: an aggressive expansion of Ferrari Store retail outlets, the locations that peddle all manner of scarlet wares with the Prancing Horse badge.
Ferrari's new global branding division, under the direction of former Red Bull lieutenant Dany Bahar, is planning to open no less than 40 new stores around the world over the next five years. The latest location just opened at Barcelona's El Prat International airport in Spain, soon to be joined by locations in Abu Dhabi and Moscow in the next few months, followed by Singapore, Macao and Honolulu next year. (Maybe Cleveland will get one soon! - JN)
Is this all getting to be too much? Many would say so, among them a good portion of the Autoblog writing staff. But as a counterpoint, if the added income ends up financing ever-faster road cars and further dominance on the race track, maybe there's something to it.
[Source: Inside Line, photo by Noah Joseph]
_opt_thumbnail.jpg)
Reader Comments (Page 1 of 1)
Vivek 6:42PM (10/23/2007)
hey maybe next they will finally build a long overdue dollar store!!
Reply
Brett- BMW Advocate 7:02PM (10/23/2007)
haha, well done.
finally i can get a bed cover and maybe some cologne, OH and maybe some paper plates... and it'll cost me $500.
John 6:50PM (10/23/2007)
Heh, you thought the cars were expensive, wait 'til you see the price for a t-shirt!
Reply
paul34 7:26PM (10/23/2007)
What's that rustling I hear?
Oh, it must be Enzo rolling in his grave.
Reply
TEM 7:34PM (10/23/2007)
No doubt. At this stage though, I think he must be spinning so fast that I don't think that even the car that bears his name could match him in RPMs.
Chris 8:35PM (10/23/2007)
I don't know the reason why I'd buy a Ferrari shirt. To act like I have a Ferrari perhaps? I haven't seen an actual Ferrari owner with a Ferrari shirt on before (except on the internet (pictures of club members and Ferrari Experience students)). Also with the cheapest shirt going for $59.21 and the most expensive one going for $142.10, (Women's Scuderia Ferrari Polo. White, and Ferrari Italian G.P. Polo, ferraristore.com) I don't think I'll be willing to spend that amount of money to convey to everyone else that I'm broke and wish I had a Ferrari.
Hopefully one day I'll have enough money to buy one. (I doubt that everyone with $250,000 to spare would go out and buy one though).
I want something that goes killer fast and doesn't make any noise about it though. (Bentley continental GT Speed Anybody?)
Reply