Journey to Maranello, the Holy Land of Ferrari Vol. 3 | Ferrari

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Pilgrimage to Maranello, the Holy Land of Ferrari Vol. 3

The Ferrarista's "Exclusive Salon"

In the first installment, we introduced the Ferrari factory at its headquarters, and in the second, the historic Ferrari service division, "Ferrari Classiche." This third installment takes us to a specialized department that can be described as the "exclusive salon" for Ferraristas, where they can enjoy tailor-made customization.

Text by Akio Lorenzo OYAPhotographs by Fabrizio Gremo/Ferrari S.p.A.

Vol. 2: Passing Down Skills, Sharing Passion

The "Atelier": Gazing Upon a Glorious Past

"Dreams know no end" seems to be a fitting phrase for Ferraristas (Ferrari owners) as well.

While simply owning a Ferrari is a stroke of luck for most, many owners aspire to something beyond the standard catalog models. Within the Ferrari factory in Maranello, three customization departments cater to these desires.

The first is called the "Atelier." Located adjacent to "Ferrari Classiche," which we introduced last time, this department handles the first level of customization. Think of it as the "exclusive salon" in a department store.

Utilizing video configurators, they cater to a wide range of customization requests. While "Atelier" services are also available in New York and through official Ferrari dealerships worldwide, many clients still make the pilgrimage to Maranello for the authentic experience. The estimated cost is an additional 25,000 euros (approximately 3.6 million yen) on top of the catalog model price.

Adjacent to the "Atelier" is the delivery area, where customized Ferraris can be collected directly. Many owners bring their license plates and enjoy their first drive in their long-awaited car. Approximately 250 vehicles are collected this way each year.

For reference, both the "Atelier" and the "Delivery Area" offer views into "Ferrari Classiche" through large windows. This thoughtful design allows owners to feel the connection between their newly acquired Ferrari and the legendary models that have graced the roads of the past.

Ferrari

Pilgrimage to Maranello, the Holy Land of Ferrari Vol. 3

The Ferrarista's "Exclusive Salon" (2)

Further Personalization: The "Ferrari Tailor Made Program"

Clients seeking a higher level of personalization are invited to a room called the "Ferrari Tailor Made Program."

The "stage setting" here is also impeccable. While access within the Ferrari factory is restricted to a select few, guests are led to a room within the Design & Engineering building, further limiting entry. Here, a professional interior designer consults with clients in detail.

The program is based on three core courses: "Classica," inspired by classic road-going models; "Scuderia," incorporating the essence of historic competition cars; and "Inedita," for the avant-garde oriented.

However, it's not uncommon for clients to bring their own material samples, saying, "Use this material." Some Ferraristas even opt for delicate leathers to enjoy their evolving texture over time.

Nicola Boari, head of Product Marketing, states, "We must decline requests that deviate from the Ferrari image or are too eccentric." However, he notes that clients reaching this level are "well-informed," so such misunderstandings are rare.

He also proudly adds, "As long as it meets safety standards, such as non-flammability, and can be homologated, we can accommodate almost any request." They also offer the creation of travel bags and other accessories to match the interior trim.

Ferrari

Pilgrimage to Maranello, the Holy Land of Ferrari Vol. 3

The Ferrarista's "Exclusive Salon" (3)

Since the department's establishment in 2011, they have worked on 50 cars.

Many celebrities are among the clients. Ian Poulter, the renowned English professional golfer, is one such individual. For him, the "Ferrari Tailor Made Program" created a Ferrari "FF" featuring tartan check on the seats.

Similar to the "Atelier," the "Ferrari Tailor Made Program" typically adds about 20 percent to the standard price.

For potential customers seeking even more bespoke customization, there is the "One-Off" program, which involves creating a truly unique Ferrari from the ground up, including body design.

Returning to the "Ferrari Tailor Made Program," despite the vast array of customization possibilities, clients typically finalize their specifications in just half a day. Another interesting point is that many clients visit with their families, often incorporating their wives' preferences.

This suggests that successful individuals seeking this level of bespoke Ferrari possess not only decisiveness but also a consideration for their families.