FERRARI- SPEED AND STYLE

Prof. Suhani Bhandarkar Dixit Teaching Material MBA IVth Sem (Marketing) Based on research work titled Ferrari

 A town in northern Italy, near Bologna, Maranello has

been home to Ferrari since the 1940s. At more than 250,000 sq metres, the factory's 45 buildings house more than 3,000 workers. It is here that passion, innovation and technology combine to create the companys GT and Formula 1 cars. On 3 December 1942, planning permission was granted for a small plant making machine tools in Maranello. From the Scuderia Ferrari headquarters in Via Trento Trieste in Modena, Ferrari chose to go to Maranello because, as he wrote in his memoirs, he owned "a piece of land in the immediate vicinity of where the factory is

Ferraris Factory

KEY PEOPLE IN MANAGEMENT2010

Luca di Montezemolo Chairman of Ferrari S.p.A. since 1991

Piero Ferrari Vice Chairman of Ferrari S.p.A. since 1988

CEO of Ferrari S.p.A. since 2008

FERRARI HISTORY
Ferrari never intended to produce road cars when he formed Scuderia Ferrari (literally "Ferrari Stable", and usually used to mean "Team Ferrari", it is correctly pronounced [skuderia]) in 1928 as a sponsor for amateur drivers headquartered in Modena. Ferrari prepared, and successfully raced, various drivers in Alfa Romeo cars until 1938, when he was hired by Alfa Romeo to head their motor racing department. In 1941, Alfa Romeo was confiscated by the fascist government of Benito Mussolini as part of the Axis Powers' war effort. Ferrari's division was small enough to be unaffected by this. Because he was prohibited by contract from racing for four years, the Scuderia briefly became Auto Avio Costruzioni Ferrari, which ostensibly produced machine tools and aircraft accessories. Also known as SEFAC (Scuderia Ferrari Auto Corse), Ferrari did in fact produce one race car, the Tipo 815, in the non-competition period. It was the first actual Ferrari car (it debuted at the 1940 Mille Miglia), but due to World War II it saw little competition. In 1943 the Ferrari factory moved to Maranello, where it has remained ever since. The factory was bombed by the Allies in 1944 and rebuilt in 1946, after the war ended, and included a works for road car production. Until Il Commendatore's death, this would remain little more than a source of funding for his racing operations.

FERRARI HISTORY
The first Ferrari road car was the 1947 125 S,

powered by a 1.5 L V12 engine; Ferrari reluctantly built and sold his automobiles to fundScuderia Ferrari In 1988, Ferrari oversaw the launch of the Ferrari F40, the last new Ferrari to be launched before his death later that year, and arguably one of the most famous supercars ever made. From 2002 to 2004, Ferrari introduced the , its fastest model at the time, in honor of the company's founder: Ferrari. It was restricted to only the most wealthy automobile enthusiasts, however, as each one cost $1.8 million apiece.

Sales to end customers (number of type-approved vehicles)

Year

1999

3,775

2000

4,075

2001

4,269

2000

4,236

2003

4,288

2004

4,875

2005[

5,409

2006

5,671

2007

6,465

2008

6,587

2009

6,250

NUMBER OF CUSTOMERS SATISFIED FROM FERRARIS PERFORMANCE (OUT OF 5000 CUSTOMERS): FERRARI WAS SAME ON ROADS AS THEY WERE TOLD IN SHOW ROOMS

2000
2001 2002 2003 2004

4,070 4,289

4,236
4,238 4,975 4,409

2005
2006 2007 2008 2009

4,671 4,923 4,923 4,923

SOURCE: FORTUNE (FORTUNE 500 COMPANIES)

IS FERRARI SAFE
Ferrari is considered to be one of the fastest car on

road, but still it is so reliable that the number of road accidents associated with FERRARI are one of the least among the major cars in the world. Still you cannot tag FERRARI with luxury as the makers of FERRARI say, when in FERRARI you are on to Accidents from FERRARI (in %) adventure.
2.60% 2.90% 2.70% 1.50% 0.60% 0.60% 0.50% 2002 2003 2004 2005 2006 2007 2008 2009 1.60%

1.30%

2001

POPULAR FEATURES (BASED ON AND FF)

Design: body has been redesigned to be more

curvaceous and aerodynamic. Although the drag coefficient remains the same, downforce has been greatly enhanced. A great deal of Ferrari heritage is found in the car: at the rear, the 's tail lights and interior vents have been added. The car's name has been etched into the Testarossastyled driver's side mirror. The large oval openings in the front bumper are reminiscent of Ferrari racing models from the 60s, specifically the 156 "sharknose" Formula One car and 250 TR61 Le Mans cars of Phil Hill.

Aerodynamics targets which In developing the , Ferrari set itself two pure performance

would represent a milestone for ultra-fast cars: to increase the grip limit in medium-fast bends by increasing downforce (lateral dynamics,) while maintaining a very high top speed, over 350 km/h (longitudinal dynamics.) This meant that different aerodynamic configurations with contrasting characteristics had to coexist on the same car. In racing cars, this problem is solved by developing wings and special aerodynamic accessories for each circuit. But in the case of the , for which the various targets had to coexist in a single aerodynamic configuration, a concept of active, integrated aerodynamics was developed. The high downforce configuration was obtained with a basic aerodynamic set-up developed on the basis of contemporary concepts for the definition of covered-wheel racing cars combined with the expertise of Ferrari Gestione Sportiva. The optimal aerodynamic set-up is kept stable by special elastic features of the car's engineering and by active aerodynamic control. As the speed increases from low-medium to high-very high, the engineering ensures that the car takes on the optimal aerodynamic set-up (maximum downforce obtained with an optimal load distribution) by varying the rigidity on the basis of ground clearance. As the speed climbs even higher, this setup is maintained by the combined action of the flexible mechanical components and by active control of the spoilers. At very high speeds, the actively controlled spoilers (front and rear fins) limit the maximum vertical load, thus making it possible to keep the car above a set minimum ground clearance. On the , the aerodynamic load and balance can be modified on

Vehicle Control System

The project is the first example of the complete integration of the

vehicle control systems. Engine, gearbox, suspension, ABS/ASR, and aerodynamics all interact to optimise the vehicle's performance and safety. This presupposes an innovative approach to the design of the control system architecture, and to the development and fine-tuning of the subsystems on the car. It was made possible by the collaboration and specialist skills of Gestione Sportiva, and performance of each system was designed to enhance that of the entire car. The target when defining the control strategies of each subsystem was therefore the optimal behaviour of the car. The subsystems that interact are: the engine, gearbox, suspension, aerodynamics, and the ABS/ASR system. The large number of systems made it necessary to use special sensors. Management of the sensors is divided between the various control systems, each of which shares the relevant information with the rest of the system. The way the systems interact depends on the driving modes that the driver can choose from. The offers several set-ups: Sport, Race, No ASR.

ENGINE
The engine of the

Ferrari (which is known by its project number F140) is a 12-cylinder aspirated unit in a 65 V, a cylinder capacity of 5,998 cc, with a completely new design that draws on experience gained in Formula 1, and has a number of unique technical features. The cylinder head design reveals its Formula 1 origins: the "pentroof-type" combustion chamber, with four valves per cylinder, plus inlet and exhaust ducts designed to maximise the exhaust coefficients and combustion speed. The cylinder case is built of aluminum with press-fitted sleeves lined with nicasil, with seven main bearings, and sleeve intervals of 104 mm. The con rods are made of titanium, the piston design is new, the crankshaft is lighter and the cylinder heads have four valves with high fluid dynamic efficiency, a new structure to increase rigidity, and a different oil discharge layout.

 Here comes 40. I'm feeling my age and I've

COMPETING ON THE EIGHTH DIMENSION OF QUALITY: PERCEIVED QUALITY: FERRARI

ordered the Ferrari. I'm going to get the whole mid-life crisis package. -Keanu Reeves I made my choice to be in Ferrari. It is not easy because it is important for a man to have satisfaction. And for me to get the satisfaction I want means getting results. Jean Alesi I believe to have been one of the rare drivers to have returned to Ferrari.

FERRARI FORMULA1
Scuderia

Ferrari is the racing team division of the Ferrariautomobile marque. The team currently only races in Formula One but has competed in numerous classes of motorsport since its formation in 1929, including sportscar racing. The team was founded by Enzo Ferrari, initially to race cars produced by Alfa Romeo, though by 1947 Ferrari had begun building their own cars. It is the oldest surviving team in Grand Prix racing, having competed since 1932, and statistically the most successful Formula One team in history with a record of 15 drivers' championships. As a constructor, Ferrari has 16 constructors' championships. Alberto Ascari, Juan Manuel Fangio, Mike Hawthorn, Phil Hill, John Surtees, Niki Lauda,Jody Scheckter, Michael Schumacher and Kimi Rikknen have all won drivers world championships driving for the team. The team's current drivers are Fernando Alonso andFelipe Massa, and its test drivers are Jules Bianchi, Marc Gen and Giancarlo

Scuderia Ferrari

The Ferrari team has achieved unparalleled success in Formula One and holds many significant records including: Most constructor championships: 16 Most driver championships: 15 Most Grands Prix participated (all-time): 832 Most Grands Prix started (all-time): 830[4] Most wins (all-time): 216[5] Most wins (season): 15 (shared with McLaren) Most podiums (all-time): 653 Most podiums (season): 29 Most one-two finishes (all-time): 81 Most pole positions (all-time): 205 Most WCC points (all-time): 4,864.5 Most WDC points (all-time): 5,766.27 Most fastest laps (all-time): 227 Highest winning percentage (for teams with at least 10 wins):

RESULTS FERRARI FORMULA1

FORMULA 2 FERRARI
Ferrari competed in the Formula 2 series in

several years, as follows: 1948: 166 F2 1951: 500 F2 1953: 553 F2 1957: Dino 156 F2 1967: Dino 166 F2

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