Several weeks ago, Fiat CEO Sergio Marchionne announced that Ferrari was in a class of its own. He elaborated by adding that he wanted Maserati to take on Bentley and Porsche, and that Ferrari would limit its annual sales to keep its exclusive status.
The Italian supercar maker has just launched a program called Tailor-Made that will ensure its cars are all the more exclusive. It enables buyers to customize just about every aspect of their new Ferrari, down to even the most minute details.
According to Ferrari, the Tailor-Made program was inspired by the brand’s early days, when customers could walk into the Ferrari factory and chat with Enzo Ferrari about their upcoming purchase.
The experience starts at the Ferrari factory in Maranello, where customers who take part in the program are greeted in a program-specific studio. They are assigned a personal designer whose job is to guide buyers through every step of the customization process.
The first step is choosing among the three collections available: Scuderia, Classica, and Inedita.
Scuderia focuses on Ferrari’s heritage in competition and makes use of race-inspired materials and features such as carbon fiber trim, matte finishes and Kevlar.
Classica is billed as a modern twist on the past. It encompasses pastel colors from the 1950s and the 1960s, vintage leather, and even wool.
The Inedita collection the most experimental of the three. It gives clients total freedom to configure their Ferrari as they see fit, and Ferrari says that the collection will create the styles that will be classics in the future. The materials involved include denim and suit fabrics.
Once everything has been ordered and finalized production begins. Buyers are regularly updated about the progress being made on their car. They of course have the option of picking it up in person at the factory, or they can get it shipped to the dealer of their choice.
Ferrari has not mentioned how much the program will cost, but it likely varies based on the collection selected and the materials chosen.
