RE: Universo Ferrari vs. Frankfurt | PH Footnote

RE: Universo Ferrari vs. Frankfurt | PH Footnote

Wednesday 11th September

Universo Ferrari vs. Frankfurt | PH Footnote

Ferrari wasn't the only brand missing from the motor show. But it was the only one with something better to do



The unveiling of not one but two new models - and on the same day, no less - might seem like an occasion tailor-made for an event like Geneva, Paris or LA. But as the motor show merry-go-round swung back into gear this week, and the automotive world fixed its gaze on Frankfurt, there wasn’t a single Ferrari representative to be seen on the overly-lit floor.

Instead, the Maranello-based marque was busy putting on a show of its own, flying around 140 members of the world’s media to Italy to present not just its two latestcreations, but the setting, too. Dubbed ‘Universo Ferrari’, the event is housed within an 8,000-square-metre pavilion, erected alongside the brand’s famous Fiorano test track. Here it has the space to not only exhibit examples of every model in its current line up, but also showcase its heritage, restoration and racing programmes. And, crucially, to do it the Ferrari way.


Speaking at the opening of Universo, Ferrari’s Chief Marketing & Commercial Officer, Enrico Galliera, told journalists that the traditional motor show format doesn’t offer the brand the opportunity to display so many of its cars, or to create a backdrop which can last for such a long period of time. The stands themselves are also often too crowded to accommodate the kind of experience which a marque like Ferrari prides itself on, and which its customers have come to expect. 

The solution seems like an obvious one, but while Ferrari is not alone in shunning the traditional shows - the likes of Aston Martin, Bentley, Toyota and Volvo all giving Frankfurt a pass this year - don’t expect to see any of them following suit anytime soon. While the shift has been on the cards for some time - as marques increasingly favour events such as the Goodwood Festival of Speed, which place an emphasis on customer and fan engagement and dynamic vehicle displays - there aren’t many companies which can boast the same draw as Ferrari. Whether you’re a fan of its cars or not, the passion and dedication of both its clients and supporters remains unmatched, even amongst the most celebrated of rivals.


To that end, Universo Ferrari will not only cater to customers during its one-month run, but to the company’s employees and fans as well. Tickets for the two open weekends of September 21-22 and September 28-29 can be booked on the Ferrari Museum website, allowing an immersive insight into the workings of its Classiche, FXX, series production and limited-run offerings. From a 1962 250 GTO to a 2017 FXX-K Evo, and a Portofino to a Monza SP1, Ferraris of all shapes and sizes are on display; not forgetting the company’s motorsport cars, represented by current-gen SF90 F1 car and Le Mans class-winning 488 GTE. All of this is on display just a stone’s throw from the existing factory and museum set-ups, which fans can access separately, as well as the Fiorano test track, upon which they can see some of their favourite models stretching their legs. 

Galliera remained tight-lipped on the firm’s future plans, saying only that it took a “step by step” approach to determining each show’s relevance. Should Universo be a success, though, there seems little reason for Ferrari to return to any but the biggest of gatherings. And in an age when fans can connect with their chosen brands via everything from YouTube influencers to online configurators, organisers are more reliant on marquee names to draw crowds than ever. With mainstream manufacturer budgets shrinking and luxury brands opting for more personal events, the death of the traditional motor show may be even closer than we thought.






Author
Discussion

Miserablegit

Original Poster:

739 posts

54 months

Wednesday 11th September
quotequote all
Who can blame them? Why pay the extortionate rates for trade shows when the brand is big enough to justify its own.Of course it helps to have something of a back catalogue to roll out to fill the space...something Ferrari doesn't have a problem with.

Ares

8,705 posts

65 months

Wednesday 11th September
quotequote all
Very smart move from Ferrari.

GranCab

1,543 posts

91 months

Wednesday 11th September
quotequote all
It's well worth a visit. I was there on Monday 2nd to see the launch of the new 812 GTs and the F8 Spider.

All the other displays make it very special ... far better than going to a traditional show to see your favourite marque.


















Edited by GranCab on Wednesday 11th September 15:58

ZX10R NIN

15,103 posts

70 months

Wednesday 11th September
quotequote all
That looks like a very interesting place to visit.

ManyMotors

23 posts

43 months

Wednesday 11th September
quotequote all
GranCab said:
It's well worth a visit. I was there on Monday 2nd to see the launch of the new 812 GTs and the F8 Spider.

All the other displays make it very special ... far better than going to a traditional show to see your favourite marque.


















Edited by GranCab on Wednesday 11th September 15:58
Did you sit in an SF90? And do you have a deposit on one?

GranCab

1,543 posts

91 months

Wednesday 11th September
quotequote all
Yep ... sat in an SF90, its cockpit looks 2 generations ahead of any current Ferrari.

I am hovering over ordering one ... not sure if I'm comfortable with turbos and electrical assistance yet in a Ferrari but it does look the bogs dollocks - especially that metallic grey one with all the carbon in the engine bay....


saxy

174 posts

69 months

Thursday 12th September
quotequote all
Damn, I thought that was just a normal F8... just shows how lackluster that car is compared to say, any of the previous halo cars

Ares

8,705 posts

65 months

Thursday 12th September
quotequote all
saxy said:
Damn, I thought that was just a normal F8... just shows how lackluster that car is compared to say, any of the previous halo cars
Not touted as a halo car though, the replacement for the LaFerrari is set for 2021, this is a 'normal' production car, and a 'loose change' mere $400k.

For me, as someone that could never reach the ability to buy such a car, it's subtle and attractive rather than lacklustre....and that is part of the appeal.

GranCab

1,543 posts

91 months

Thursday 12th September
quotequote all
saxy said:
Damn, I thought that was just a normal F8... just shows how lackluster that car is compared to say, any of the previous halo cars
If you had seen it for real you would not call it lacklustre.

Maldini35

2,158 posts

133 months

Friday 13th September
quotequote all
It’s been a while since my last visit to Maranello - looks like time for a refresh.

The SF90 looks great but those open top things do nothing for me. They look very clumsy but I guess that’s because they had to use existing architecture. A real missed opportunity in terms of their legacy. I’m sure they all found owners though (and helped fill the coffers).




Ares

8,705 posts

65 months

Friday 13th September
quotequote all
Maldini35 said:
It’s been a while since my last visit to Maranello - looks like time for a refresh.

The SF90 looks great but those open top things do nothing for me. They look very clumsy but I guess that’s because they had to use existing architecture. A real missed opportunity in terms of their legacy. I’m sure they all found owners though (and helped fill the coffers).
Aren't they one-off bespoke orders though?

Maldini35

2,158 posts

133 months

Friday 13th September
quotequote all
Ares said:
Aren't they one-off bespoke orders though?
They will have had a production plan and sales target before giving it the green light.
Standard procedure would be to speak to their best customers discreetly and secure deposits long before any commitment to production.
Essentially it’s a limited edition.
I don’t think it’s a true one off bespoke commission like the Clapton car.
Could be wrong though.

isaldiri

4,843 posts

113 months

Friday 13th September
quotequote all
Ares said:
Aren't they one-off bespoke orders though?
not so one off as there are supposed to be 499 of them iirc....

Ares

8,705 posts

65 months

Tuesday
quotequote all
isaldiri said:
Ares said:
Aren't they one-off bespoke orders though?
not so one off as there are supposed to be 499 of them iirc....
499 of those 'open top things'?

MDL111

3,759 posts

122 months

Tuesday
quotequote all
Ares said:
isaldiri said:
Ares said:
Aren't they one-off bespoke orders though?
not so one off as there are supposed to be 499 of them iirc....
499 of those 'open top things'?
If you mean the 2 Monzas, then yes I think 499 is the number - pricey too. The black one looks lovely, am sure it would make an amazing weekend car for driving around the alps or somewhere at the sea (in Southern Europe)

Ares

8,705 posts

65 months

Tuesday
quotequote all
MDL111 said:
Ares said:
isaldiri said:
Ares said:
Aren't they one-off bespoke orders though?
not so one off as there are supposed to be 499 of them iirc....
499 of those 'open top things'?
If you mean the 2 Monzas, then yes I think 499 is the number - pricey too. The black one looks lovely, am sure it would make an amazing weekend car for driving around the alps or somewhere at the sea (in Southern Europe)
Ah! Didn't know that. I stand corrected.