Wednesday 21st July 2010

Ferrari World Attractions Revealed

Abu Dhabi theme park unveiled in cartoon form

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These bizarre cartoon images might just represent the final nail in the coffin of Ferrari's brand credibility amongst genuine petrolheads. They are 'rendered' images of the new Ferrari World, which is due to open its (presumably red) doors to the world on 28 October.

Beneath the 200,000m² of red roof (quite a lot of red, that), there are more than 20 rides to tempt Ferrari-philes and families alike. Most curious of these has to be the 'Speed of Magic' attraction, where 'Nello', a "mischievous racing driver," (we quote Ferrari here), "leads guests on a fantastic 4-D adventure through deep green jungles to icy caves and ravines."

We always thought that four-dimensional space was 'an abstract concept, obtained by taking the rules of our three-dimensional space and generalizing them to a space with one more dimension' (ta, Wikipedia), but you live and learn.

Other than rewriting the rules of physics, Ferrari World also offers such delights as an aerial tour of Italy's most iconic sights (including a Ferrari California, naturally) and, for kids, a chance to drive scaled-down versions of Ferrari F1 cars and F430 Spiders.

The star attraction, however, is likely to be the Formula Rossa rollercoaster, which accelerates riders to a heady 150mph in less than five seconds.

Still, despite the admittedly impressive 'coaster it all sounds a bit, well, gauche to us, and further proof that the Ferrari brand is inexorably becoming a merchandising operation with a car company tagged on to the side. Having said that, if we found ourselves in the UAE we would probably be tempted to go and have a look... we do like rollercoasters, after all.

[LukeBird]

Oh god.

That place will be all class.

[Daggsy]

Could this inspire Blackpool to build a TVR World Theme Park? After all they now have a Premiership football team !

[frosted]

Are they not bankrupt yet , one can only hope

[BBS-LM]

Look at that, How to dilute a Brand in one easy step.

[tim milne]

Doesn't anyone realise making a theme-park out of the brand is the quickest step to brand-suicide? I guess not.

[k-ink]

Corporate wh0res

[mrmr96]

BBS-LM said:

Look at that, How to dilute a Brand in one easy step.

Is this worse that the "Porsche Design" gear knocking about?

[Nick_Johnson]

Hmm a trip to Mercedes Benz Classic to understand the brands Road Car and Motorsport heritage or a trip to the Ferrari World to ride on a roller-coster and to understand why a manufacture would want to erect a large tent full of rides and errm not much else.

[mkn1ght]

The 4th Dimension could be Time. The 'ride' could just be a walk through the History of Ferrari with scale or actual cars in chronological order.

[peteA]

The star attraction, however, is likely to be the Formula Rossa rollercoaster, which accelerates riders to a heady 150mph in less than five seconds.

Hmmmm...

[leon9191]

We live an a 4D world with time being the fourth dimension.

That looks a bit tacky, I would have loved a go in a scaled down F430 when I was a boy though.

[mgv8]

Who even did the art work need shoting. Looks like a 1970's ladybird book!

[Mr Gear]

mrmr96 said:

BBS-LM said:

Look at that, How to dilute a Brand in one easy step.

Is this worse that the "Porsche Design" gear knocking about?

Porsche toaster LOL

[GPT]

mrmr96 said:

BBS-LM said:

Look at that, How to dilute a Brand in one easy step.

Is this worse that the "Porsche Design" gear knocking about?

This winter's snow brought out one particular dad and child with their Porsche Design toboggan. It did make me smile when all the other kids/dads were whizzing past them at twice the speed on old bits of lino etc

[MX7]

I guess this means that the Abu Dhabi Grand Prix will be a permanent fixture. Oh well.

[Dodgey_Rog]

Pistonheads said:

Still, despite the admittedly impressive 'coaster it all sounds a bit, well, gauche to us......

Don't you mean "gash" ?

After seeing various previews of this monstrosity over the past months, one has to wonder Ferrari's sanity and i think its definitely brand suicide!

[The Wookie]

I had heard from a mates Dad (I know, I know, it already sounds credible) who was involved in the initial planning of the park that the project was originally outside of Ferrari. This was back in around 2003-2004.

At the time Ferrari were a bit unhappy about this and were causing a fuss.

Subsequently, Abu Dhabi have since bought a (reputedly quite overpriced) share in Ferrari, and all of a sudden everyone seems happy about the whole thing.

In summary, my theory is that Ferrari know it's a crap idea, but it's some Sheik's wet dream and they've been paid enough to keep their mouths shut

[M Powered]

Mr Gear said:

mrmr96 said:

BBS-LM said:

Look at that, How to dilute a Brand in one easy step.

Is this worse that the "Porsche Design" gear knocking about?

Porsche toaster LOL

IMHO, the Cygnet is a much better example of (direct) brand dilution.

[BUG4LIFE]

As long as their still making amazing cars, does it really matter? I'm always going to want an F40 and 355 Spider no matter what

[MX7]

M Powered said:

Mr Gear said:

mrmr96 said:

BBS-LM said:

Look at that, How to dilute a Brand in one easy step.

Is this worse that the "Porsche Design" gear knocking about?

Porsche toaster LOL

IMHO, the Cygnet is a much better example of (direct) brand dilution.

They have to comply to the emissions somehow.