In 1947, the year in which Ferrari became a carmaker, Europe was a vastly different place – a continent still rebuilding after the ravages of the Second World War.
In Italy, a new constitution was being drafted, which would in part help to wipe away the bitter memories of Benito Mussolini’s fascist regime. And into this brave new world, Enzo Ferrari launched the 125 S, powered by a 1.5L V12 engine. While the car was a formidable two-seater racer, Ferrari’s commercial beginnings were actually somewhat inauspicious – the 125 S was ostensibly only first put on sale to fund the company’s motorsport endeavours.
Fast-forward 70 years, and the Prancing Horse has become one of the most-recognisable brands on the planet, with a glittering garage of cars past and present that continues to excite everybody from enthusiastic children to billionaire collectors. It speaks volumes that seven of the most-expensive cars ever sold at auction are Ferraris.
But as it celebrates moving into its eighth decade, Ferrari isn’t content to sit on its laurels and bask in the glory of its unrivalled history.
Its 70th anniversary this year, indeed, is set to be a forward-looking 12 months full of special editions, taking in more than 60 countries for surprise events, many of which will be in the UAE and wider Middle East, long a cornerstone in the Ferrari sales book.
For Ferrari’s regional general manager Giulio Zauner, the celebration isn’t about chest-puffing or self-congratulatory fluff, however, with his focus firmly on the company’s customers.
“As Ferrari, we really want to do something with clients, not just show off – this is not Ferrari,” he says. “And I tell you, we will surprise. We cannot tell you more, but we will do something, let me say, outstanding.”
There’s no denying, however, that the limited-run special editions are eye-catching. Several were launched at last year’s Paris Motor Show, including an F12Berlinetta called The Stirling, inspired by the 250 GT Berlinetta SWB driven by Stirling Moss; The Schumacher, a 488 GTB that draws on the F2003-GA Formula One car that Michael Schumacher drove to the World Championship in 2003, part of a run of six constructors’ titles for Ferrari; and The Steve McQueen California T, evoking the spirit of the 1963 250 GT Berlinetta Lusso, a car once driven by the late, great American actor.
Zauner recalls that while he was talking to colleagues announcing the special editions, “we had already sold the cars”.
“It is a celebration, because I really love to [say that Ferrari is] not like a carmaker, but like a family. It’s like when you are celebrating the 70th [birthday] of your grandfather,” he says.
“It’s something that touches your heart. We sold the cars in seconds, which is something that I’m super-happy [about] for Ferrari, but we’re more than that. We are not [only] selling cars. We are giving emotions.
“We will be doing something amazing [in the UAE]. In Abu Dhabi, we will launch something very interesting, and then for the Dubai motor show, we will have a special event.”
In two years, Ferrari will also reach a significant milestone in the region.
“In 2019, we will celebrate the 25th anniversary of Ferrari in the Gulf,” Zauner says. “We will do again another surprise.
“If you look at the history, Ferrari was I think the only brand that invested in the Middle East not just to push volumes or to sell a pink car or a striped car. Our mission [is] to give a dream; to say you are the owner of a Ferrari. This is the big difference. The others, for me, just try to oversell or put out strange colours. If Ferrari is selling a car, it’s selling first a Ferrari. Second, substance.”
Customer discretion dictates that Zauner won’t divulge the name of the owner of the first Ferrari in the UAE – although his smile seems to suggest he knows very well – saying only: “If you ask me: ‘Giulio, do you know some clients who bought a Ferrari?’, I say: ‘No’.”
With predictions that car dealers in the UAE expect slower sales during the coming year because of the economic slowdown, job cuts and a glut of unsold vehicles, Ferrari is formulating an approach. “Myself, my company and all my organisation are thinking about the future,” Zauner says.
“That means innovation. Companies speak all the time about the past; it’s something I think is not really correct. Innovation means to capitalise on the history, but to give for the future.
“With LaFerrari, we started to apply the hybrid reality and Ferrari’s DNA. For sure, we will do the next chapter of innovation, but respecting our DNA. Ferrari was famous because we didn’t used to launch many new models. Now we are totally on the opposite page: you will see innovation and new models.”
Befitting of Ferrari and its history, Zauner is unmistakably Italian, peppering conversation in English with his native-tongue expression “allora” (which roughly translates as “so”, “then” or “therefore”).
And he can’t resist a sly dig at one compatriot company when asked if Ferrari will steadfastly continue to refuse to join the SUV race, unlike many luxury rivals.
“In an arrogant, very cheeky way, we are Ferrari. Finish,” he says. “I know that Lamborghini used to do tractors. We are Ferrari. We do what is for us the top level of what we are: simply to be Ferrari.”
And he applies a similar logic when pushed on the most-significant moment in Ferrari’s history.
“In the 70 years, I think that the top [moment] was 1947 once [Enzo] Ferrari decides to just be Ferrari. To be himself. And we’re still here, speaking about him. Magic.”
aworkman@thenational.ae