Car brands are no longer just vehicle manufacturers. They have to look at a series of wide-ranging aspects today to keep up with the times, so as not to become obsolete. It is true for Fiat as well as for a luxury brand like Ferrari, whose identity of yesterday (racing, low-volume bespoke cars) is very different from that of today, also made up of fashion shows, merchandising, globalization. And it will be different again in the future with the electric and with new stylistic languages. Benedetto Vigna, the managing director of the Cavallino, knows this well, and in fact he wanted to remind us that today we are no longer in the age of the car.
“Until 2021 we were in the century of the car, but from this year we must confront the century of energy. It is a general transition that affects various aspects: the environment, but also digital. And we have to use computers and algorithms in those areas of a company where there is no need for creativity and craftsmanship. We have a lot of ideas, and we need to look at energy as well. On safety, for example, we are very far ahead. One cannot really imagine how many ideas there are in Ferrari. I’m on the eve of the “inventors’ dinner” inside the company: a hundred people who are dedicated to product, process and cost innovation. Many Italians. The average age: 37-38 yearsVigna told the newspaper Il Giornale.
This point of view from Vigna is really very interesting, because it shifts the fulcrum of the automotive world from the car itself to the ways in which to ‘push’ it. And it is not trivial, because, as he recalled again, Ferraris “are emotional objects” that have always had the accompaniment of a sound, of certain dimensions, of a brilliant mechanical beauty. The focus on energy will shift emotions to another field, currently unknown, in whole or in part, to all the manufacturers who have been protagonists of the automotive century.
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