Alexandre
As the brand prepares to launch a number of new models in 2025, Ferrari is also rethinking its customization program to preserve the brand image and avoid "weird" Ferraris devaluing the manufacturer's exclusivity. The Italian manufacturer, which has largely built its reputation on luxury and exceptionalism, is increasingly concerned by certain requests for customization deemed inappropriate by its management.
In a recent statement, Ferrari CEO Benedetto Vigna said his concern about the proliferation of extravagant customization requests. "We've been thinking internally about the possibility of pre-defining color combinations," he explained at a conference with analysts. "We have to protect the brand's values and identity. We won't be making any strange cars, that's for sure."
The idea behind this approach is to limit customization choices in order to preserve the prestige and value of Ferraris, while meeting the expectations of a wealthy clientele eager to personalize their vehicles. In 2024, Ferrari generated nearly 1.3 billion euros ($1.35 billion) from its personalization program, representing around 20 % of its total revenues. However, Ferrari wants these customizations to be done within a well-defined framework, rather than offering total freedom, which could damage the brand's image.
Ferrari's intention is also to guarantee the resale value of its cars. As Vigna points out, "Some color or finish combinations don't appeal to certain potential buyers, which can affect the resale of vehicles." This approach is aimed at avoiding overly customized models that would be difficult to resell, which could affect the brand's long-term appeal.
Ferrari remains true to its philosophy. The brand has always emphasized the rarity and exclusivity of its models, and there is growing concern about excessive customization. "We have to be careful that customers don't turn the car into something inappropriate," insisted Vigna, pointing out that customization is on Ferrari's terms, not the customer's.