The World of Ferrari Embodied is What Matters

Appointed in May as the youngest President since Ferrari Japan's establishment, Reno De Paoli hails from Canada. After graduating from the University of British Columbia with a degree in Commerce, he gained experience in sales, marketing, and organizational management at several major consumer goods companies before joining Ferrari UK as Marketing Planning Manager.

He then served as Head of Market Development for the Middle East and Africa regions, and was responsible for sales, official dealer network development, and sales strategy in China, Hong Kong, and Taiwan, before assuming his current position in May 2014. True to his Canadian roots, his hobby is ice hockey, a sport he also played during visits to Japan.

"Ice hockey is Canada's national sport. As you can see from the intense play, if you can't approach it with fiery passion, you're disqualified as a player. I believe you can feel that same passionate spirit in a premium sports car brand like Ferrari. There's a shared element of entertaining both the players (those driving) and the spectators. You could say both exist to enrich the enjoyment of life. Ferrari's proposal and concrete example of such a passionate, engrossing life is the 'Ferrari Racing Days Fuji 2014' we held here at Fuji Speedway."

This number of participating cars was also a record for Ferrari Racing Days at Fuji Speedway.

Furthermore, as part of its community contribution efforts, approximately 40 elementary school children from Oyama Town, Shizuoka Prefecture, where Fuji Speedway is located, were specially invited to the event. Notably, Ferrari Japan President Reno De Paoli himself gave a special lecture about Ferrari to convey the allure of the brand and the excitement of motorsport to these children, who represent the future.

During the lecture, he spoke to the children, future Ferrari owners, about Ferrari's history and the secrets of F1 machines. A "Circuit Safari" was also held, where they enjoyed a bus tour of the circuit to experience the Ferraris running up close. They were able to witness the powerful driving and feel the thrill of motorsport on an international-class circuit that has hosted F1 races.

What is Most Important to Us

To elaborate further on "Ferrari Racing Days Fuji 2014," the event also hosted the fifth round of the "Ferrari Challenge Trofeo Pirelli Asia Pacific," and former F1 driver and current official Ferrari GT driver Giancarlo Fisichella also visited Japan for the event. He thrilled the gathered fans with demonstration laps in the latest "458 Challenge EVO."

Additionally, the event featured the first public unveiling in Japan of the "LaFerrari," F1 machine displays and runs, and a packed program including the "XX Programme," "Sport Drive," and "Enjoy Drive." For these two days, Fuji Speedway was truly painted in Ferrari red.

"We believe that real events like this are crucial for ensuring the Ferrari brand continues to be loved by the people of Japan and for allowing them to experience Ferrari's wonderful world. As you know, Ferrari has a cap on its annual production volume. Therefore, selling a large number of cars is not Ferrari's primary objective.

What is most important to us, I believe, is how owners can enjoy the world of Ferrari through our cars. To achieve this, owner-participation events like this are very important, and we also need to simultaneously expand our dealer network and enhance after-sales service. New car sales also remain important, as always. We believe that by having these two wheels turning in harmony, we can further enhance the brand's value."

This time, the venue also showcased the highly anticipated "LaFerrari" making its first public debut in Japan, one-off models "SP1" and "SP FXX," and from the "Classiche" department which handles classic models, the "Dino 246 GT," "365 GTB/4 Daytona," "250 GT TdF," and "512 BB." Also on display was a "458 Spider" created through the Ferrari Tailor-Made program, which allows customers to order their own unique Ferrari, the only one of its kind in the world.

The Impact of Chairman Montezemolo's Departure

The "Classiche" department, which restores legendary cars built since the company's founding in 1947 and authenticates original models, is innovative in its ability to breathe new life into past models and solidify their value. This challenge, undertaken by a new department unlike any other car manufacturer, has already garnered global recognition, with the recent news of a "250 GTO" fetching 3.7 billion yen at a Bonhams auction in Monterey, USA.

In terms of preserving the value of cherished cars and enhancing brand loyalty, programs like Ferrari Classiche are undoubtedly the ultimate owner service and a measure that leads to increased satisfaction.

"Japan has a particularly mature market among developed nations, and I believe it is a market that truly understands the value and history of Ferrari. Enhancing the Classiche department improves customer satisfaction. At the same time, to ensure owners can enjoy their Ferraris daily with peace of mind and pleasure, we need to strengthen services and dealerships for both new and used car owners. New car sales also remain important, as before. We believe that by having these two aspects work in tandem, we can further elevate the brand's value."

Just as the Classiche department was created, cherishing one's history not only enhances brand value but also fosters respect. The establishment of the Classiche department represents a novel approach, distinct from the conventional automotive business model of simply manufacturing and selling, or pursuing volume.

However, on the other hand, there is also the shocking news of the resignation of Chairman Montezemolo, who led Ferrari for 23 long years, while proposing new ways to enjoy cars and creating value. Will Chairman Montezemolo's departure from Ferrari have any impact?

"Since Enzo Ferrari founded Ferrari in 1947, that passion has been passed down unbroken as DNA to the present day. If Enzo Ferrari himself laid the foundation of the brand with his passion and dedication towards cars, then Chairman Luca di Montezemolo greatly developed and nurtured it into a worldwide brand. Certainly, Montezemolo had charisma, a strong presence, and was the face of the Ferrari family. However, it is now our turn to inherit and further develop the culture and passion that Chairman Montezemolo built."

The Shared Aesthetics of Italian Brands

What specific initiatives are there?

"This event, Ferrari Racing Days Fuji 2014, can be seen as the most prominent example of our future endeavors and customer service. It is, needless to say, Ferrari's largest event in Japan. Now in its fifth year, its scale grows with each iteration. We offer programs that allow visitors to experience the allure of F1, along with displays of classic cars and special models, making it a two-day event where the whole family can enjoy all aspects of Ferrari.

Personally, this is the first major event since my appointment as President of Ferrari Japan. Moving forward, we aim to create more special and close interactions with our users and provide an exclusive customer experience. Just as we offer emotional Ferrari vehicles, events that allow customers to experience the competitive value of Ferrari are something we must prioritize as a brand."

After hearing about his thoughts on Ferrari and vision for the Japanese market, I couldn't help but ask about his personal style. I noticed his Tod's driving shoes and Hublot watch. He seems to have a keen eye for detail.

"Today, I've chosen a theme of blue (Azzurro, the national color of Italy) to evoke Italy. The beauty of Italian brands lies in their ability to be simple yet possess a strong presence, and to be stylish. They value material, design, texture, and the wearer's comfort. I believe this is an aesthetic that we, as an Italian brand like Ferrari, share."

His jacket, shirt, and trousers were by Prada. The coordinated ensemble in similar tones strikes a perfect balance, neither too formal nor too casual, making it a fitting choice for a host at events meeting many customers. Yet, beneath that stylish and smart fashion lies the physique honed by ice hockey and a tough spirit – that of Ferrari Japan's young President, Reno De Paoli.