Ferrari, the emblem of exclusivity in the automotive industry, has implemented a rigorous selection process for its clients, prioritizing not only economic capacity but also behavior and representation of its brand. Those who do not meet the unwritten requirements risk being included on a blacklist, which prevents them from accessing the most exclusive vehicles of the brand, regardless of the fortune they possess.
A brand that also protects its brand
The strategy of Ferrari, which has also been used by other luxury brands like Bugatti, is based on the desire to preserve the prestige and image of the logo. Every owner must sign a contract that limits alterations to the vehicle, such as color changes or the removal of the emblem, and requires maintaining the car in perfect condition and using it responsibly. Benedetto Vigna, CEO of Ferrari, has stated that it is essential to defend the values and identity of the brand.
Celebrities like Justin Bieber and Floyd Mayweather have been banned due to behaviors that Ferrari considers inappropriate. Bieber was excluded for forgetting where he left his Ferrari 458, while Mayweather, who owned 16 models, was discarded for bragging about his cars and quickly reselling them. Designer Philipp Plein also faced legal action after using his Ferrari 812 Superfast to promote his fashion brand, which cost him a compensation of 300,000 euros to the Italian company.
Ferrari’s rigorous standards ensure that its prestige is not tarnished by the negative behavior of its owners. Thus, the brand makes it clear that, regardless of wealth or fame, those who enter its blacklist are excluded from the possibility of acquiring one of its iconic luxury vehicles.
