Editing Ferrari (section)

=== Brand image ===
Described by the ''[[Wall Street Journal]]'' as "synonymous with opulence, meticulous craftsmanship and ridiculously fast cars for nearly a century",<ref>{{cite news |last1=Cohen |first1=Ben |title=The CEO Making Ferrari Speed Up |url=https://www.msn.com/en-us/news/world/he-loves-speed-hates-bureaucracy-and-told-ferrari-go-faster/ar-AA1nkDYO |access-date=4 July 2024 |work=The Wall Street Journal |date= 20–21 April 2024 |page=B4 }}</ref> Ferrari possesses a robust and powerful [[brand image]]. Owing to a combination of its cars, enthusiast culture, and successful licensing deals, in 2019 Ferrari was labelled the world's strongest brand by the financial consultancy Brand Finance.<ref name="Polianskaya 2019">{{cite web |last=Polianskaya |first=Alina |title=Ferrari named the "world's strongest brand" in global finance report |website=Design Week |date=25 January 2019 |url=https://www.designweek.co.uk/issues/21-27-january-2019/ferrari-named-the-worlds-strongest-brand-in-global-finance-report/ |access-date=16 May 2023 |archive-date=16 May 2023 |archive-url=https://web.archive.org/web/20230516135255/https://www.designweek.co.uk/issues/21-27-january-2019/ferrari-named-the-worlds-strongest-brand-in-global-finance-report/ |url-status=live }}</ref>

Ferrari meticulously manages its brand image and public perception: it goes to great lengths to protect its trademarks, and its customers are expected to honour its rules and guidelines when caring for their cars. The company is noted for its frequent and diverse lawsuits, which have centred around such subjects as the shape of the [[Ferrari 250 GTO]]'s bodywork,<ref>{{cite web |author-last=Taylor |author-first=Michael |title=Ferrari Just Lost The Trademark Rights To Its Most Iconic Car. |website=Forbes |url=https://www.forbes.com/sites/michaeltaylor/2020/07/08/ferrari-just-lost-the-trademark-rights-to-its-most-iconic-car/?sh=21b882747993 |date=8 July 2020 |access-date=12 March 2023 }}</ref> exclusive rights to model names (including "Testarossa" and "Purosangue"),<ref>{{cite web |author-last=Woodard |author-first=Colin |title=Ferrari Loses Testarossa Trademark in Germany |website=Motor Trend |url=https://www.motortrend.com/news/ferrari-loses-testarossa-trademark-in-germany/ |date=7 August 2017 |access-date=13 March 2023 |archive-date=13 March 2023 |archive-url=https://web.archive.org/web/20230313142132/https://www.motortrend.com/news/ferrari-loses-testarossa-trademark-in-germany/amp/ |url-status=live }}</ref><ref>{{cite web |author-last=Hogan |author-first=Mack |title=Ferrari Is Suing a Charity to Get the Naming Rights for Its SUV |website=Road & Track |url=https://www.roadandtrack.com/new-cars/future-cars/a30750318/ferrari-purosangue-name-lawsuit/ |date=3 February 2020 |access-date=12 March 2023 |archive-date=26 March 2023 |archive-url=https://web.archive.org/web/20230326030347/https://www.roadandtrack.com/new-cars/future-cars/a30750318/ferrari-purosangue-name-lawsuit/ |url-status=live }}</ref> replica vehicles, and several unsanctioned owner modifications.<ref name=Reid>{{cite web |author-last=Reid |author-first=Alex |title=5 Times Ferrari filed absurd lawsuits to protect its brand |website=Driving.ca |url=https://driving.ca/features/feature-story/5-times-ferrari-filed-absurd-lawsuits-to-protect-its-brand/ |date=22 March 2020 |access-date=17 March 2023 |archive-date=7 December 2021 |archive-url=https://web.archive.org/web/20211207213035/https://driving.ca/features/feature-story/5-times-ferrari-filed-absurd-lawsuits-to-protect-its-brand/wcm/292dc476-bc5b-4d44-b523-050a112e83a3/amp/ |url-status=live }}</ref> Via a [[Bounty (reward)|bounty]] system, individuals may receive rewards for reporting [[counterfeit]] Ferrari products to the company.<ref>{{cite web |last=Gilboy |first=James |title=Ferrari's New Bounty Program Rewards You for Ratting Out Fakes |website=The Drive |date=18 December 2023 |url=https://www.thedrive.com/news/ferraris-new-bounty-program-rewards-you-for-ratting-out-fakes |access-date=3 January 2024 |archive-date=3 January 2024 |archive-url=https://web.archive.org/web/20240103233008/https://www.thedrive.com/news/ferraris-new-bounty-program-rewards-you-for-ratting-out-fakes |url-status=live }}</ref>

[[File:Zürich (Schweiz), Auto in der Bahnhofstrasse -- 2011 -- 1425.jpg|thumb|A pink [[Ferrari 360]]. Ferrari offers no pink paint from the factory, and has discouraged its customers from customising their cars in a manner contrary to the company's brand image.]]
Ferrari aims to cultivate an image of exclusivity and refined luxury. To facilitate this, vehicle production is deliberately limited to below customer demand, and purchasers are internally ranked based on their desirability and loyalty.<ref name=ValdesDapena>{{cite web |author-last=Valdes-Dapena |author-first=Peter |title=How Ferrari maintains its mystique |website=CNN |url=https://money.cnn.com/2015/03/26/autos/ferrari-brand-image/index.html |date=27 March 2015 |access-date=13 March 2023 |archive-date=13 March 2023 |archive-url=https://web.archive.org/web/20230313044907/https://money.cnn.com/2015/03/26/autos/ferrari-brand-image/index.html |url-status=live }}</ref> Some cars may only be purchased by customers who have already owned multiple Ferraris,<ref name=Tsui>{{cite web |last=Tsui |first=Chris |title=Jay Leno Won't Buy a Ferrari Because He Hates the Dealerships |website=The Drive |date=4 February 2022 |url=https://www.thedrive.com/news/44156/jay-leno-wont-buy-a-ferrari-because-he-hates-the-dealerships |access-date=18 May 2023 |archive-date=18 May 2023 |archive-url=https://web.archive.org/web/20230518200543/https://www.thedrive.com/news/44156/jay-leno-wont-buy-a-ferrari-because-he-hates-the-dealerships |url-status=live }}</ref> and the company's most exclusive supercars, such as the [[LaFerrari]], have wait lists many times in excess of total production, with only the most loyal customers selected to purchase one.<ref>{{cite magazine |author-last=Golson |author-first=Jordan |title=How to Earn the Right to Buy Ferrari's Most Exclusive Hypercar |magazine=Wired |url=https://www.wired.com/2014/10/herjavec-ferrari-laferrari/ |date=24 October 2014 |access-date=12 March 2023 |archive-date=12 March 2023 |archive-url=https://web.archive.org/web/20230312055424/https://www.wired.com/2014/10/herjavec-ferrari-laferrari/ |url-status=live }}</ref> In 2015, the company's head of sales stated that the purpose of this strategy was to maintain the brand's value, and to "keep alive this dream that is called Ferrari".<ref name=ValdesDapena />

Sometimes, Ferrari's desire to maintain its brand perception goes against the wishes of its clientele. In one case, the company sued the fashion designer [[Philipp Plein]] over "distasteful" [[Instagram]] posts featuring his personal [[Ferrari 812 Superfast|812 Superfast]]. The posts, which showcased two models in suggestive positions atop the car, were seen by Ferrari as "unlawfully appropriating" the Ferrari brand to promote Plein's clothing, and as being outside Ferrari's intended brand perception.<ref>{{cite web |author-last=Kammel |author-first=Benedikt |title=Ferrari Sues Influencer Over Racy Instagram Posts |website=Bloomberg |url=https://www.bloomberg.com/news/articles/2019-08-02/at-ferrari-a-battle-over-bikinis-sneakers-and-a-garden-hose |date=2 August 2019 |access-date=12 March 2023 |archive-date=21 March 2024 |archive-url=https://web.archive.org/web/20240321193602/https://www.bloomberg.com/news/articles/2019-08-02/at-ferrari-a-battle-over-bikinis-sneakers-and-a-garden-hose |url-status=live }}</ref> Furthermore, the company places restrictions on what owners may do: various modifications are prohibited,<ref name=Reid /> criticism of the company is discouraged, and the company's terms of sale, designed to prevent [[flipping]], disallow unauthorised resale within the first year of ownership.<ref name=Omar>{{cite web|author-last=Omar|author-first=Paurush|title=Dreaming of a Ferrari? Here's why you must 'own' one before you can own one | website=The Economic Times | date=30 April 2025 | url=https://economictimes.indiatimes.com/magazines/panache/dreaming-of-a-ferrari-heres-why-you-must-own-one-before-you-can-own-one-the-prancing-horses-exclusive-rules/articleshow/120757773.cms?from=mdr | access-date=18 May 2025}}}}</ref> Purchasers who break these rules are placed on a "blacklist", and may not be permitted to buy a Ferrari vehicle through official means.<ref name=Omar /><ref>{{cite web |title=The celebrities on Ferrari's blacklist |website=El País |url=https://english.elpais.com/society/2022-04-27/the-celebrities-on-ferraris-blacklist.html |date=27 April 2022 |access-date=13 March 2023 |archive-date=13 March 2023 |archive-url=https://web.archive.org/web/20230313044907/https://english.elpais.com/society/2022-04-27/the-celebrities-on-ferraris-blacklist.html |url-status=live }}</ref> These owner restrictions came to high profile in 2014, when the musician [[Deadmau5]] was sent a [[cease and desist]] letter regarding his highly customised [[Ferrari 458|458 Italia]]: the car, which he dubbed the "Purrari", possessed custom badges and a [[Nyan Cat]]-themed wrap, and was put up for sale on [[Craigslist]].<ref name=Reid /><ref>{{cite web |author-last=Nunez |author-first=Alex |title=deadmau5's [''sic''] Nyan Cat Ferrari 458 is on Craigslist for $380,000 |website=Road & Track |url=https://www.roadandtrack.com/car-culture/entertainment/a8158/deadmau5-nyan-cat-ferrari-458-meme-car-on-craigslist-for-380k/ |date=18 June 2014 |access-date=20 March 2023 |archive-date=20 March 2023 |archive-url=https://web.archive.org/web/20230320070103/https://www.roadandtrack.com/car-culture/entertainment/a8158/deadmau5-nyan-cat-ferrari-458-meme-car-on-craigslist-for-380k/ |url-status=live }}</ref>

Ferrari does encourage its buyers to personalise their cars, but only through official channels, which include its Tailor Made programme for bespoke [[trim package]]s and special [[coachbuilding]] initiatives for more demanding commissions.<ref>{{cite web |author-last=Vijayenthiran |author-first=Viknesh |title=This Is Ferrari's New Tailor-Made Program: Video |website=Motor Authority |url=https://www.motorauthority.com/news/1070318_this-is-ferraris-new-tailor-made-program-video |date=7 December 2011 |access-date=12 March 2023 |archive-date=13 March 2023 |archive-url=https://web.archive.org/web/20230313044908/https://www.motorauthority.com/news/1070318_this-is-ferraris-new-tailor-made-program-video |url-status=live }}</ref> The customisation options offered through these channels are extensive, though they are always in line with Ferrari's desired branding—for example, the company offers no [[pink]] paint for its cars. In 2017, the CEO of the company's Australasia branch commented that this and similar customisations are "against the company's ethos," and that such a stance is "a brand rule. No pink. No ''[[Pokémon]]'' Ferraris!".<ref>{{cite web |author-last=Hoyer |author-first=Melissa |title=They may be the sexiest sports car in the world but one colour has been globally banned by Ferrari |website=News.com.au |url=https://www.news.com.au/technology/they-may-be-the-sexiest-sports-car-in-the-world-but-one-colour-has-been-globally-banned-by-ferrari/news-story/798386f22c05901212f8e469b014e95b |date=5 April 2017 |access-date=12 March 2023 }}</ref>