Ferrari announced a change in marketing strategy for the next few years. It is a new course for the world’s most famous luxury sports car brand that could determine the path that the rest of the segment takes.
Benedetto Vigna, the new executive director of Ferrari, said this Monday, January 10, that there are internal changes in the organization and new leadership strategies with the aim of focusing the Italian brand towards a 100% technological profile, 100% based on data and with an eye on electrification.
Vigna is a long-time leader of the tech industry. After leaving chipmaker ST-Microelectronics, he became CEO of Ferrari in September 2021 with the mission of placing the brand in a new context of clean, quiet and interconnected mobility.
One of the changes that Ferrari opens in 2022 is that the departments of product development and research, digital and data and technology and infrastructure now report directly to the CEO.
In addition, it was known that the company appointed Gianmaria Fulgenzi, who has been with the firm since 2003 and until now was the head of supply chain, as the new director of product development.
Ernesto Lasalandra, also a former ST-Micro, will be the director of research and development.
Silvia Gabrielli, for its part, comes from Microsoft to direct the data and digital area. The expert will seek to promote the digital transformation process in the company with data-based technology.
In parallel, Ferrari confirmed Mattia Binotto as head of the Formula 1 racing team.
Ferrari’s strategy: data and innovation
According to Ferrari, the renewed organizational structure “will foster innovation”, will “optimize processes” and “will generate greater internal collaboration and with suppliers and sponsors.”
Another former STMicro, Angelo Pesci, was appointed director of purchasing and quality for the Italian company.
All the details of the changes in Ferrari.
Several historical leaders left the company, such as CTO Michael Leiters and director of brand diversification Nicola Boari.
The Boari story is surprising because he was the one who oversaw the momentum of Ferrari beyond its luxury sports car business, with the presentation, for example, of the first fashion collection.
During the launch of the clothing collection, Boari said that the idea was to access new customers, both in age and social stratum.
Ferrari was looking to generate interest in the brand beyond auto racing fans who already buy the red shirts or caps.
Now, with the changes, will Ferrari continue to focus on deepening this business diversification?
The brand’s goal, until last year, was for this brand extension strategy to account for around 10 percent of its profits by 2030.