Racing towards the future with LaFerrari

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Our first pitstop when we landed in Maranello used to be Schumacher’s favourite canteen – Montana. NowFernando Alonso’s preferred hang out, its walls are lined with photographs of familiar faces from the tabloids amid fan paraphernalia. My heart sank. Bombarded by so much racing red it felt like we were at the start of Ferrari Land. Before this trip, my exposure to the brand had been purely through die-hard petrol heads worshiping the F1 team or Eurotrash showing off their new wheels around the Casino Square in Monte-Carlo, trying compensate for something or another. Owning a Ferrari “is not a need, it is a self-fulfillment dream”.  But I had never actually been given the keys to a Ferrari and driven one …

Over 24 hours Glass was given access all areas into the world of Ferrari that today, after losing direction in the 1980s, channels its founding principles of “innovation, innovation, innovation”. Our arrival coincides with the launch of the first Ferrari hybrid – LaFerrari – that uses HY-KERS (Kinetic Energy Recovery System), transferring energy generated from the brakes back into the 120kW electric motor which boosts performance and reduces fuel consumption. Today’s Ferrari production car with the highest emissions produces just 360g/km of CO2 – a figure unimaginable just 10 years ago from a 660 bhp engine – proof this is a company that is taking its future sustainability seriously whilst trying to stay ahead of the race.

The head of communication Stefano Lai strode into the room just as Maître D brought us a glass of Prosecco and some pecorino with honey. Checking that we had been well looked after, there was no trace of the macho bravado I had expected from someone in this “dream job”, surely this was as good as it gets, bar being Jeremy Clarkson. “It’s tough being at the top, the only way to go is down”. Probably the most recognisable brand in the world, and certainly an emblem of national pride for the Italians, means that anything with a Prancing Horse on it never goes under the radar.

Frank words from a man in his position. On the wall next to me was a picture of JK grinning insanely after the purchase of his first Ferrari. He is now the lucky owner of quite a few Ferraris and wears his passion with pride. “Yes, he has even been known to wear a Ferrari T-shirt during concerts!” There are precious few brands in the world that carry this level of endorsement that is tantamount to worship. But the brand is everywhere, with the risk of losing control, as the logo can be found on official and unofficial merchandise. Now their Chairman Mr Montezemolo is pulling in the reins and bringing everyone back on track, literally.

The Ferrari Red is so deeply etched into national psyche, because motor racing history and the genesis of Ferrari are deeply entwined. Originally Formula 1 was a national sport and each country was given its own colour; Britain racing green; Germany silver and Italy – Alfa, Ferrari and Maserati – red.

The story of Ferrari’s beginning is based on a simple law of marketing. Enzo wanted to race, so he started to sell road cars to fund the building of racing cars. Those first cars were equipped with detuned versions of the racing engines and coachbuilt bodywork. Production was very limited and thus exclusivity very high. There were only 36 of the 1962-model Ferrari 250 GTOs ever made (though there are a lot more in circulation due to the incentive for replicas) and sadly, Enzo never kept one for himself. Its price tag today is circa $34 million. Last year Ferrari made 7,300 cars but Mr Montezemolo wants to reduce this number to 7,000 to maintain that exclusivity that has always been the characteristic of Maranello’s cars.

After dinner Stefano suggested “un giro notturno” of the Ferrari factory. A night guard ushered us through the back gates into the compound glowing in the quiet hum of its third shift. On the wall before us, as we turned onto Enzo Ferrari Boulevard which runs like a main artery through the village, is the black Prancing Horse on its yellow shield.

“When Enzo Ferrari was a young man he won a race in the town of Lugo di Romagna and as was the custom he met the head of the noble family there, Count Barraca whose son was the famous war hero Francesco Barraca. The Countess later said to him, ‘You are so brave, you are brave like my son, here is a symbol put on your car as good luck.’ This was the Prancing Horse which Enzo put on a yellow shield, the colour of the town of Modena where he was born. ” And so the most iconic symbol of the 20th century was born.

As we cruise down the tree-lined Via Enzo Ferrari there is a sense that we have entered a future imagined – one in which every aspect of the village is contributing harmoniously to the whole. The Massimilliano Fuksas glass-fronted building – with cooling rock pools along its wooden pathways between openplan offices – is utopian. This is where the future of new road cars is imagined. It is also where its new Tailor Made program initiated in 2012 is housed, Ferrari’s foray into the more feminine side of the design process.

We enter the machining area lit up with artificial daylight. At its centre is a little forest, “Humans will adapt to anything, but not plants. They tell us if the air is bad.” It is a wonderful counterpoint to Romeo and Juliet, one pair of robots behind a glass case dipping engine parts into liquid nitrogen. It reminded me of the Bjork video, All is Full of Love. We are looking at a scale model of efficiency – highly-skilled technicians enhanced by the latest technology in a streamlined and conducive environment.

The entire factory – and the racing department across the road – is powered, heated and cooled completely autonomously with Ferrari’s on-site tri-generation plant which, since it was inaugurated in 2010 – has reduced emissions from the production plant by some 40 per cent a year. In the words of Jeremy Clarkson, “We have to remember that car emissions are only part of the impact of the car. The whole lifecycle of the car should be taken into account.”

It is all part of the “Formula Uomo”  concept initiated a decade ago. The Ferrari complex, with its green areas, climate control, and noise reduction was “specifically designed to architecturally reinforce the synergistic relationship between work and results”.

This might be a bit of polished marketing speak but one thing is undeniable, Mr Montezemolo commands a deep respect from those working here and his transformative vision for the company is anchored in Enzo Ferrari’s racing spirit. “Next to my desk in Maranello, I have a photo of the Founder: at times when I have to take an important decision, I instinctively find myself looking at it asking myself what he would have done. He might be the high priest, but to many the world over Enzo Ferrari is a god.”

As we leave the compound with only the cicadas breaking the blanket of silence that envelops us, the van ahead of us is stopped because they do not have the right papers to exit with a hubcap. There might be a deceptively relaxed atmosphere, not to mention the joie de vivre, but everyone here takes what he or she is doing very seriously.

It also demonstrates the principal link between the two faces of the brand: F1 racing and purveyor of luxury cars. “It is like the company has two doors – one for Formula 1 fans and one for the Ferrari owners.” There may be two entrances to the brand, but there is no separation inside and each informs the other in a constant cycle.

The drivers are what keep the Ferrari myth alive – the technological transfer through the F1 research is significant. LaFerrari might be the company’s first hybrid car, but it is also the quickest car ever produced in Maranello with 963 horsepower on offer from the combination of its V12 engine (800) and the electric motor (163). Both Alonso and Massa contributed valuable insights to the team of engineers and test drivers involved in developing the car.

The next morning we are met by someone who I will never forget for her passion, inspiration, and dedication to the brand – Joanne Marshall. The detailed daytime tour that she gave us completely transformed the way I will look at engines forever.

She sees me glancing down at the handmade twisted guts of an exhaust on a shelf, “a thing of beauty, one day I will have an engine in my living room”. On our walk through the buildings, which includes getting up close and personal with LaFerrari, and into the restoration/certification centre where I go weak at the knees surrounded by a priceless stable of classics and that GTO, her passion is infectious. On the upper level of the factory are engines displayed in various stages of completion – beautiful and very desirable works of art in their own right.

She points out how each technician trained for one particular aspect of the engine on the semi-production line of the V8 engines differs from the V12 where one technician sees the engine through its completion. “The ergonomics are of primary importance in this process, and very little is automated.” The metaphors of passion continue into where the chassis and the engine are brought together in Le Marriage; she makes it clear this is a labour of love.

On our way to the restaurant a monstrosity cruises past, a Mad Max eyesore of a thing that is conspicuous for its sheer ugliness. “Oh that’s an early camouflaged LaFerrari prototype,” laughs Joanne when she sees my eyes widen. With everything so perfectly formed and functional in this factory, it seems ironic that such an object – which draws so much attention to the very thing they are trying to hide – can exist here.

While Mr Montezemolo may be reducing the amount of cars the factory makes, he is increasing the options clients have to put their own personal signature on their “dream fulfillment machine”. It is worth considering that probably over 75 per cent of Ferraris ever sold continue to be lovingly cared for today.

In 2012 Ferrari launched their Tailor-Made Program giving clients the opportunity to create a uniquely bespoke car. In a sense it is reviving a tradition that began in the 1950s when clients enjoyed huge freedom when it came to materials, colours and finish. But what is genius about this program is that rather than begin with a blank canvas that encourages the daftest and most grotesque indulgences, the client is presented with three distinct worlds to choose from: Scuderia which takes its inspiration from Ferrari’s sporting history; Classica a modern twist on the iconic GTs; and Inedita which introduces the element of experimentation in terms of styling, colours and materials.

Guided by their personal designer new owners can specify every last detail of their Ferrari, from exterior livery colour to the cabin trim.  We are shown samples of aged and cracked vintage burgundy leather and cashmere in the Classica collection, to carbon-fibre trim in the Scuderia; it is the first time many of the materials offered have been adopted and homologated for use in cars. Inevitably there are some garish alligator skins, but it is the denim that really takes the prize – only Ferrari could manage to make something so ubiquitous into something deeply luxurious.

The area looks and feels like a haute couture studio, and clients are welcome to suggest materials, which the Styling Centre will analyse for compatibility. In the next room giant blocks set with colour tiles display finish options like a contemporary art installation or a giant nail bar. If desired the studio will develop an original shade of red named by the client; some collectors want exclusivity on a particular colour to unify their whole collection. It is emphatically the most feminine area – let’s face it, we are talking about highly luxurious soft furnishings here.

By extension the new line of bespoke men’s sportswear, that offers its most discerning customers the chance to tailor their favourite driving gear in the most rarefied materials – to match their cashmere – is an obvious move. It will also mirror the reduction of thoughtless fan paraphernalia which was contributing to the trashing of the brand – after all neither Enzo nor Barracca would enjoy seeing their totemic prancing horse stretched over a sunburnt belly.

Joanne then takes us across the road to the Ferrari Store, in through the fan door, to meet the bright blue-eyed Andrea Perrone Brand Senior Vice President since 2011. A protagonist in the brand’s recent resurrection, he has played a central role in decommissioning the glut of licensing deals that nearly sent the prancing horse to the salami factory. Coming from the position of CEO at the Brioni Group even he cannot fathom the instant success of his new lines, from the Lifestyle Collection which offers a luxurious range of tailored sportswear for men, women and children, to the ladies’ range, displayed in the centre of the Ferrari Store like a bridge between fan and owner. I pick up a pair of fitted ladies driving gloves in the thinnest of kid leather, and cannot resist running my fingers over the softest of suede in the ladies sports jackets. I daren’t put one on – it is perfect.

“We have recently introduced the Pr1ma Lifestyle collection which is based on the concept of having everything made in Italy to the highest of standards. We have also had unprecedented success with our women’s range. Our accessories section is the fastest growing with an overwhelming response to bags and limited edition pieces to match our new models like LaFerrari.” With close to 300,000 visitors to the Ferrari museum annually this Ferrari Store provides a level of market research that verges on omnipotence.

The dedicated Pr1ma section is rather like the factory’s Tailor Made area and is where the most discerning clients can select from a range characterized by the finest of materials. Still very much in its infancy, this range is client led and has already attracted a lot of attention. There is certainly an opportunity to expand their offering of guilt gifts for those watching someone throw quarter of a million at their childhood wish fulfillment. Am thinking cashmere-lined driving gloves or fine diamond prancing horses – after all what little girl doesn’t love ponies?

As we exit from the clients door and I am handed the keys to their latest touring model the FF. Driving is central to the whole experience of a Ferrari and the very reason why I had never really looked closely at the car. I had never driven one. Joanne gave me a few pointers as to how to position my arm at the right angle to the wheel, set the GPS coordinates for a little hilltop town an hour away and waved me off.

I was shaking – I’ll admit – but the car responded just as I had always imagined it should – almost intuitively. Having come to driving late, my lack of skill was always masked by a sense that the car was simply unresponsive – but this one seemed to actually rev in assent. It spoke to me, and if I had a hot seat it did not matter. It was like driving for the first time.

Pulling into a little Vinotecca on the side of the road with the vineyards fanning out across the rolling hills lined with cypress trees, Justin, our photographer, and I imagined, just for a moment, what it would be like to drive off into the sunset. There is no doubt that if I was in the market for the ultimate grand tourer, this FF would be my first choice, not to mention what materials I would kit it out with from the Classica collection.

TO BE CONTINUED

by Nico Kos Earle

Photographs by Justin van Vliet

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About The Author

Glass Online arts writer

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