Buon Compleanno! [Happy Birthday Ferrari]

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The lackluster race results were replaced with wins and accolades. Ferrari racing holds almost every Formula One record, including: 14 world driver championships, 14 World Constructors Championships, 180+ Grand Prix victories, and other titles.

It is the record of accomplishments, which continues to propel Ferrari's sales of vehicles while maintaining a level of engineering, technical and design excellence that has created more than a cult of F1 racing aficionados—it has developed a brand loyalty and mystique even in America, the home of Indy, Champ and Nascar racing, where F1 is virtually unknown.

To this racing point, I pointedly asked Ferrari's U.S. CEO, "How do you account for Americans' fascination and love of Ferrari, when F1 racing is not even a blip on the sports radar here?" Responding in fluent, almost unaccented English, the Italian-born Parlato replied, "The Ferrari reputation and image has been built on engineering excellence, superb quality, technical innovation and performance."

A lot of car envy—as more American's had more money to spend—has continued to generate exceptional growth for Ferrari sales in the U.S. at its 36 dealerships plus a high rent, prestigious Park Avenue & 55th Street location in New York City. In 1997, a total of 800 Ferrari cars were sold in the U.S.; in 2006, 1,635 were sold, a modest increase of 204 percent.

Worldwide, Ferrari's business is molto buon, or very good. Ferrari SPa's charismatic president, Luca di Montezemolo, earlier this year announced the Prancing Horse brand delivered 5,671cars through a network of 200+ dealers in 52 countries around the world. This amounted to a sales increase of 4.8 percent over 2005. Sales amounted to €1,447 million, or US $1,958 billion, a rise of 12.2 percent, and profits were up 16.4 percent to €183 million, or US $248 million.

Good, even great numbers, but what's even more interesting is the company's sales and profit growth in products bearing the Ferrari logo, an expanding chain of international retail stores, a huge web-based business, and in Abu Dhabi, a new venture.

Ferrari—A Merchandising Marvel

If Tiger Woods is the most recognized face on the planet and Coca Cola the most recognized brand name, then Ferrari must be the most recognized automobile brand. According to the company, there are over 1,800 different products licensed to use the Ferrari name. And the Prancing Horse logo is on almost everything and anything from anoraks to zabaglione. If they don't have it… you probably don't need or want it.

These licensed products—Ferrari receives a percentage of every sale—are sold through the Internet at official Ferrari web stores and in 15 retail locations, including new stores in Los Angeles and Las Vegas. And much like the company's products, these licensed items are of the highest quality with prices that, like the vehicles, define sticker shock.

There's a Ferrari driving school and a Ferrari experience in the U.S., with prices starting at $8,200 for the joy of driving the big red machines.

In a couple of years, a Ferrari theme park [think Disney on steroids] will open in Abu Dhabi. Covering thousands of meters when completed, the Ferrari Theme Park will have 24 attractions, including a driving school, virtual simulation, rides, and stores to purchase Ferrari merchandise.  

Happy Birthday to you. Happy Birthday Ferrari. Happy Birthday to you.

May 25, 2007 marks the 60th year the very first Ferrari 125 S won the Rome Grand Prix, an amazing victory when one knows this was only the second time the car had raced. Equally amazing is the company's 60th Anniversary program.

And what better way to recognize this accomplishment than to stage a year long race—the Ferrari 60 Relay—and host a series of top notch Ferrari events for the car company's heritage of elite customers. The relay involves passing a specially made baton, encrusted with enamel symbols in honor of 60 of Ferrari's most memorable events and is topped by a platinum and diamond horse logo.

The relay started earlier this year in the Middle East and has moved across five continents and various venues. When the relay ends on June 23, 2007 in Maranello, it will have been seen by over 10,000 passionate Ferrari owners. They've been at the wheels of every model ever made by the company in these celebratory events. Some of the Ferrari's at these events, according to Maurizio Parlato, "Are worth tens of millions of dollars. They are exceptional and rare Ferraris."

And to add to what is already ultra-exclusive, Ferrari has crafted 60 unique vehicles based on the model 612 Scaglietti, Ferrari's best Granturismo ever. The special edition combines handcrafted trim with state-of-Ferrari-art accessories, new color options, a glass roof and a grouping of enamels similar to those on the baton. This is the collectors' car for very few wealthy, passionate Ferrari collectors.

As Ferrari joins the ranks of millions of baby boomers here in America, it remains healthy and vibrant, the dream machine for millions around the world. Join me in wishing all baby boomers buoni salute e successo continuati, or continued good health and success.

Provided by American International Automobile Dealers Association—The Ultimate Online Resource for the Automotive Retail Industry