• Dec 20, 2007
From its headquarters in Maranello, Ferrari has traditionally operated two divisions: one that makes exquisite road cars, and another that competes in motorsports. More recently, however, a third division has emerged, with the responsibility of conducting the company's ever-increasing marketing enterprise. The Global Branding Division itself seems to be following two tracks: licensing products as exclusive as the road cars and targeted towards their owners, and marketing merchandise to the Scuderia's enormous fan base.
Take for example the ever-popular Ferrari wrist watches: the company teamed up with Swiss watchmakers Panerai to offer a line of exquisite timepieces at big prices, all the while offering the common racing fan a less complicated, lower-cost wristwatch. Ferrari appears to be offering branded mobile phones along the same strategy: the company teams up with Vertu to offer exclusive four-figure devices to Ferrari owners, and with Motorola for more cost-effective (but assuredly still plenty pricey) cell phones.

The latest to fit into the strategy is this Ferrari-edition Motorola Z8, complete with red accents and Ferrari logos, and loaded with special content, including videos, ring-tones and wallpapers. For some reason it even comes loaded with "The Bourne Identity" in mobile format.

Prices haven't yet been released, but while the Vertu sells for thousands, the previous Motorola RAZR Maxx V6 Ferrari Challenge retailed for a more manageable $524. The Motorola Z8 Ferrari will be available from Ferrari Stores and select Motorola retailers. Unfortunately for anyone reading this and thinking it would make a great Christmas gift for a certain special someone, it won't be available until after the new year, so consider putting a personal voucher in with the card instead.

[Source: Kataweb via Unwired View, Motorpasion and CarScoop]


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    • 1 Second Ago
  • 14 Comments
      • 7 Years Ago
      So odd...

      You say this article is via CarScoop and two other sites...I would expect this article to derive from one of your sister sites - engadget mobile.


      • 7 Years Ago
      whoa, I swear, in Italy you DON'T see anyone sporting such expensive Ferrari tagged items...you just see shirts (which is perfectly ok...) or ocasionaly backpacks. And of course giant flags when the GP is on...

      I guess Ferrari needs Porsche-money to keep staying ahead of Porsche, but since they don't have a cash-cow like the Cayenne, they go for heavy marketing.

      ...which IS better than selling an uglier-than-sin SUV, if you ask me.
      • 7 Years Ago
      All I can say is the Vertu Ferrari 1967 looks so much better than this plastic piece of junk.

      http://www.sybarites.org/2007/03/28/vertu-ferrari-launch-limited-edition-phone/
      • 7 Years Ago
      That's the best new(-ish) design I've seen in awhile.
      • 7 Years Ago
      aren't they going to get a lawsuit from BMW for the Z8 name? I mean, yeah its a phone, but its branded by an automotive manufacturer (i kno, its Ferrari, but still)

      Unless the phone has like 4 GB of ram, 20 GB of memory etc. this shouldn't have been branded with the Ferrari name. And they think reviving the Dino will dilute the brand...
        • 7 Years Ago
        Yeah, that's quite the stretch.
      • 7 Years Ago
      I have only one question, and it isn't "why?". It's "Would Enzo approve of his name being put on an ugly phone, timepieces, and underperforming Acer laptops?"
      • 7 Years Ago
      I think I should start marketing Saturn gear. A guitar, laptop, personal jets, cell phones, what else????? Maybe a workout jacket and pant set? It would be so cool if people carried this stuff with them and actually had the car to match!
      • 7 Years Ago
      Panerai is an Italian watch maker not Swiss... I thought Autoblog was better than that.
      • 7 Years Ago
      It has a mobile format of "The Bourne Idenity" because it was a plug/used in The Bourne Ultimatium. It's a very very sleek and good phone. For more of the non-ferrari Z8 check out
      http://www.mobile-review.com/review/motorola-z8-en.shtml
      • 7 Years Ago
      Another piece of garbage for those who have everything except self-esteem.
      • 7 Years Ago
      Hmm, no marketing or advertising folks here based on the comments.
      • 7 Years Ago
      Great, more Eurotrashy goods for the American consumer. I can see all the yuppies at Starbucks sporting this phone, talking about how the the sales going on at J.CREW and Banana Republic.
        • 7 Years Ago
        Heh, yeah, Starbucks, J Crew, yuppies, heh.....ahh......*whistles*

        I agree about the phone though. Really tacky.
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