Please give us five reasons to own a Ferrari
First, I would say exclusivity. I mean there is not a volume approach to our business, so the Ferrari community remains a compact community that can enjoy the value of the brand in a more exclusive manner.
Second, the performance. We are always careful about offering the top performance in the segment. Also, we have achieved top performance in the rear-engine sports car segment, and open-top version. So I think for quality, we are a very trustworthy company. We have developed over the decade and are delivering consistent quality, thanks to our optimised production line.
Now comes tradition. Why tradition? Our company has been around for 75 years and we have always been true to our values. As I've mentioned before, the DNA of Ferrari is special. There are a lot of things we have achieved in the past, but we are mindful of that and also look to upcoming models and innovations in the future. We are a traditional company with old values but, at the same time, very innovative.
Craftsmanship. I think we can be proud of Italian engineering and what we are able to do, especially in terms of engine performance, aerodynamics, and the little details in every car that we develop or make lighter, and more aerodynamic. We can derive innovations from our 'Formula 1' experience.
Passion. Passion because we are a brand with a racing history. We've always had a passion for racing. We are the only brand in Formula 1 since its beginning.
What makes Ferrari different from the other supercars in the market?
I think there are many things we could talk about. Personally, I'd like to point out the following elements. First, I believe we manage to fulfil the expectation and dreams of our customers. They are already seeing the new models we bring to the market. We are upgrading massively, and we are very consistent in that. Customers trust us because they know what they will get with Ferrari. Even if they haven't seen the car yet or know much about it, they know that we provide a distinct design, top-notch technology at the performance edge, innovative tech support, driving ability and safety.
And the most important point is exclusivity. We are not a brand driven by sales but by value. We want to make sure that when someone buys a Ferrari, they buy a product of value that can make them happy over time and consistently deliver positive feedback. In other words, as long as we keep it exclusive, we also control the residual value of the car, which is important to clients. We are very strict about it so we are not selling always in terms of numbers.
We should also mention the Ferrari community. I think we have a very strong community and it's not only organised by us centrally but regionally by dealers. We have a strong Ferrari community in Thailand and the customers organise themselves. Like-minded people come together to share passion, stories and moments.
What is Ferrari's marketing strategy for Thailand?
To be frank with you, there's not much difference between the Thai market and the rest of the world. We follow the same concept and that is to stay true to our DNA and please loyal customers. We want to treat them right. We are also constantly involved in the organisation of events in Thailand and abroad to let customers become part of the Ferrari family, which is an exclusive community.
And then of course, we continue developing cars in line with the expectation of our clients. We always offer the best car and introduce lots of performance upgrades, new technologies, and innovation, and remain at the edge of performance. I think it is what our customers love.
The last two years have been successful for us in Thailand now we are talking about a totally different level of volume than a couple of years before. We are very happy to see that.
