The Future Of Ferrari With Hybrid Cars
In mid 2010 the CEO of Ferrari Amedeo Felisa said that the company would only begin making hybrid cars if forced to by the government
. It was an aggressive speech, but very much in line with what the company represents. Ferrari cars are made be to luxurious and sporty, they are not made to cater to environmentalists. This brand of car is closer to a work of art than a vehicle, and Felisa knows that. It's great to be on the side of the environment, but making the same rules work for both mundane cars and Ferraris just does not work. Ferrari has a reputation for amazing cars with beautiful performance and amazing handling. Forcing them to make a hybrid would be completely unfair. It's something they might consider in the future, not right now.Luca Cordero di Montezemolo is another leader in the company, and he has been in his position as chief for 20 years. During the ceremony to celebrate his anniversary, he discussed what he had learned in the last 20 years and also what he thought the future might hold. His main goals when he started were diversifying the brand. Three countries accounted for the majority of the company's sales, and they only had two models. Montezemolo decided to expand, increasing the number of models, and the countries that they could reach. It paid off, the company's sales were twice as good. He plans on Ferrari remaining an exclusive company. Its product selection will increase, but it will remain a select item available for only a few.
Montezemolo was a wise man, and knew he had to change things two decades ago. He looked ahead before, and now he should do so again. There are roughly 7,000 Ferraris made annually. Their overall impact on the environment is small, but it is there. There may some way to combine the two conflicting ideas of luxury and efficiency. As a leader in the automotive world, Ferrari should try and do this.
There is already a stylish and gorgeous hybrid car on the market. The Fisker Karma S surprised many people when it was released. Ferrari engineers are among the best in the world, and making an elegant and yet efficient car should certainly be within their capabilities. Ferrari does not have to go this route, but in the long run, it might be a better option for all involved.
by: Michael Chestney
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