Ferrari
has launched its new customisation programme - called
"Tailor-Made" - which advances the concept of bespoke
personalisation across the car, allows customers greater
interaction into the process and will help to raise
margins further. It has been developed specifically for
clients wishing to create a truly bespoke car that will
be a clear expression of their own unique personalities
and tastes.
The Tailor-Made programme continues a longstanding
Maranello tradition which began in the 1950s and 60s, a
time when clients personalised their cars as a matter of
course and enjoyed huge freedom when it came to
materials, colours and finish. The result was genuinely
unique cars tailored to suit the desires of each
individual owner.
That prestigious past has now been revived through a
programme that permits owners to specify every last
detail of their Ferrari, from the exterior livery colour
to the cabin trim, via a completely unprecedented choice
of finishes, accessories, materials, treatments and
colours. All of which are the fruit of the ongoing
research and development by the Ferrari Styling Centre,
taking inspiration from the company’s core values of
innovation, elegance and passion.
The client’s personal wishes lie at the heart of the
Tailor-Made programme. Owners are assisted and guided
through the selection process by their own Personal
Designer who is charged with guaranteeing that the
resulting cars are both unique and consistent with the
Ferrari brand and its tradition. Once the car’s details
have been defined, the client can then track all of the
various processes involved in its creation, right up
until they take delivery. Naturally, they are very
welcome to come to Maranello to pick up their car in
person if they so wish.
Creativity, research, original materials, superb
craftsmanship and attention to detail are the
cornerstones of the Tailor-Made programme which offers
three collections inspired directly by Ferrari’s DNA:
Scuderia, Classica and Inedita.
Scuderia takes its inspiration from Ferrari’s sporting
history, offering a choice of racing-derived materials,
finishes and liveries. The Classica collection, on the
other hand, provides a modern twist on the styling cues
and features of Maranello’s iconic GTs. Lastly, Inedita
lives up to its name by introducing an element of
experimentation and innovation in terms of styling,
colours and materials.
Clients are given much freedom in their decision making,
being able to select everything from traditional and
luxury materials, of the likes of cashmere, to trendy
ones like denim, and high-tech, innovative carbon-fibre,
available to them. This allows clients to achieve a
level of exclusivity that’s absolutely unprecedented in
the automotive sector. In fact, this is the first time
many of the materials offered have been adopted and
homologated for use in cars.
Clients are invited to Maranello as part of the
Tailor-Made programme. There they will find a dedicated
area that looks and feels very much like a haute couture
studio with a huge array of samples of materials,
treatments and colours to browse. There is also a
material scanner that will provide owners with a preview
of the final result.
The Tailor-Made
Collections
Maximum performance, tradition, innovation. These are
the Ferrari brand core values that underpin all three
collections created by the Styling Centre to inspire
clients interested in the Tailor-Made programme.
Scuderia, Classica and Inedita are the three different
“worlds” to choose from to create bespoke Ferraris
through unique combinations of the many options
available.
Guided and advised by their Personal Designer, new
owners can make their selections from the collections to
reflect their own personal tastes. They are also welcome
to suggest innovative, new solutions and materials which
the Styling Centre will then assess for compatibility.
Scuderia
Racing has always been the lifeblood of Ferrari which
has enjoyed unparalleled success on the world’s circuits
since its earliest days. The Scuderia collection is
therefore very much homage to the track, a fact
reflected in the materials and finishes it includes. The
list of options in the Scuderia collection ranges all
the way from carbon-fibre trim to technical fabrics,
chamois and rubberised leather, Alcantara, microfibres,
Kevlar, satin-finish and matte metals. Clients can work
with the Scuderia collection to ensure their Ferraris
epitomise the very pinnacle of sportiness.
The 250 Testa Rossa, which sold at auction at Pebble
Beach in August 2011 for a record $16.4 million,
provided the inspiration for the 458 Spider sporting
blue and white NART stripes over an historic Rosso
Racing body colour. The latter’s seats are upholstered
in the same leather used in the Formula 1 cars of the
past – a trim that’s light, breathable and feels very
much like chamois leather to the touch. The original 250
Testa Rossa had an aluminium dashboard which has now
been given a innovative twist in the form of Alutex, an
extremely tough, light fibreglass and aluminium
material. The cabin is also trimmed with a
diamond-quilted fabric inspired by the original Testa
Rossa motif.
Classica
In the Classica
collection, the styling cues and features of Maranello’s
iconic GTs are given a more modern yet still classic
look, through the use of the latest materials and
production techniques. Elegant pastel colours of the
past; the use of vintage leather, or wool, cashmere or
velvet; special treatments for the hard areas of the
cabin to match the exterior; chromed elements, stitching
details and more natural leathers - these are just some
of the options available from this collection.
Another icon that’s been given a modern reworking in the
Classic collection is the FF inspired by the 250 Europa:
it has three-layer Ingrid silver paintwork with dark
grey sills and rims. The cabin is a hymn to classicism
with a few unusual flourishes mixed in: pinstripe cloth
and dark brown semi-aniline leather seats, cashmere roof
lining, grey carpet mats, interior trim inserts in the
same colour as the exterior, teak-trimmed boot. The
overall result is a sublimely classic atmosphere harking
back to the original 250 Europa without detracting in
any way from its uniqueness and elegance.
Inedita
Inedita does what its
name suggests: it introduces novel, innovative styling
cues which respect the marque’s core values. This is the
most experimental of the three collections and Ferrari
feels it may well give rise to some of the classic trims
and finishes of the future. Denim, bold leather
upholstery, suit fabrics and technical fabrics are just
a few of the innovative and intriguing options available
to owners who choose to personalise their cars from the
Inedita collection.
The denim-trimmed Ferrari California is an example of
what the collection offers: pale blue leather alternates
with denim trim in certain areas of the cabin and seats
as well as on the door panels and lower part of the
dash. The areas of the cabin normally trimmed in
aluminium are now dark blue carbon-fibre. The car has a
Blu Scozia livery, a historic Ferrari colour here given
an all-new matte finish. The wheel rims are unusual too
as their external surface is dark blue while the inside
is pale blue in a nod to the contrast seen in the
cockpit. A proposal that, from a point of view of
styling, really does push the boundaries and sets a new
benchmark in the automotive sector today.
ItaliaspeedTV
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Launch of
Ferrari's new "Tailor-Made" personalisation programme
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