Ferrari: Marketing

Ferrari: Background

(Majority extracted directly from http://en.wikipedia.org/wiki/Ferrari)

History of Ferrari

Ferrari is a name that is synonymous with high performance cars, both on the raceway and on the motorway. Building fine and exotic cars in a category that most car enthusiasts would call the �super car’ category, the worlds most famous racing car producer had churned up numerous power laden cars that surprised the motor industry in terms of speed, performance and reliability. Ferrari has become the leader of Italian auto manufacturers industry, and till today represents the finest of Italian craft in the mechanics of auto propulsion.

1929-1946

Enzo Ferrari, founder of Ferrari, never intended to produce road cars when he formed Scuderia Ferrari in 1929 as a sponsor for amateur drivers headquartered in Modena. Ferrari prepared and successfully raced various drivers in Alfa Romeo cars until 1938, when he was officially hired by Alfa as head of their racing department.

In 1940, upon learning of the company's plan to absorb his beloved Scuderia and take control of his racing efforts, he quit Alfa. Because he was prohibited by contract from racing for several years, the Scuderia briefly became Auto Avio Costruzioni Ferrari, which ostensibly produced machine tools and aircraft accessories. Also known as SEFAC Ferrari did in fact produce one racecar, the Tipo 815, in the non-competition period; it was thus the first actual Ferrari car (it debuted at the 1940 Mille Miglia), but due to World War II it saw little competition. In 1943 the Ferrari factory moved to Maranello, where it has remained ever since. The factory was bombed in 1944 and rebuilt in 1946 to include a works for road car production. Right up to Il Commendatore's death, this would remain little more than a source of funding for his first love, racing.

"Scuderia Ferrari" literally means "Ferrari Stable" in keeping with the prancing horse emblem; the name is figuratively translated as "Team Ferrari." (It is correctly pronounced "skoo dee ry ah".)