August 29, 2013
Italian automaker Ferrari is elevating the brand's standards of innovation with the debut of its Ferrari Speciale 458 model Sept. 10 at the Frankfurt International Motor Show.
The 458 model earned the moniker Speciale because of the amount of research and innovation put into its design including the automaker's most powerful v8 engine. The brand will likely impress auto enthusiasts who have an affinity for power at a crowded motor show.
"Like all new Ferraris, it pushes the limits for performance, design and drivability," said Emanuele Quattrin, marketing and communications manager at Ferrari North America, New York.
New dynamic
The Ferrari 458 Speciale joins the family of 458 models that includes the 458 Italie and the 458 Spider.
The new model's advanced aerodynamics will become an integral aspect of future models, according to Ferrari. Efforts at increasing aerodynamics were mainly directed at the front and rear of the car.
The 8-cylinder mid-engine berlinetta improves upon an engine that consecutively won the "Best Performance Engine" at the International Engine of the Year Awards.
Ferrari 458 Speciale
Side Slip angle control system makes it easier to control the car and is regarded to be one of the more innovative features of the 458 Speciale. Since the 458 is a performance car, many developments were geared to improve its lap time.
Ferrari has been advertising the 458 Speciale's debut for several weeks by encouraging fans to share content via social media and sign up for a newsletter revealing information about the debut.
Ferrari 458 Speciale
The vehicle even has its own Web site, which is available at http://www.458speciale.com.
Fans can watch an informative video, check out images, read an overview of the car and learn about the specifics via the Web site. Also, users are reminded of the 458 Speciale's debut, which may result in heavier traffic as the day approaches.
Above the noise
Other luxury automotive brands will be providing a glimpse into their future ambitions at the Frankfurt International Motor Show.
For instance, German automaker BMW is augmenting the i series mission of sustainability with the debut of the BMW i8 at the Frankfurt International Motor Show Sept. 10 that targets racing fans and environmental enthusiasts.
The show allows consumers to examine and test-drive the brand’s latest model, placing an emphasis on the i series. Following the release of the highly anticipated i3 model, the i8 may transform consumer’s conceptions of what a sustainable vehicle can achieve (see story).
Like most automakers, Ferrari's efforts to court consumers goes beyond motor shows.
For example, the automaker and Champagne brand Veuve Clicquot are raising awareness for their shared values of performance, high standards, creativity and boldness with an events partnership.
The partnership entails global events, side-by-side appearances and a design collaboration that will help both brands target high-net-worth consumers. Many luxury automakers have partnered with fashion brands to launch special-edition models, but now it seems that they are branching out to partnerships with brands in new categories (see story).
Model debuts generates a loud buzz in the auto industry, which may interest in Ferrari's brand image as a whole.
"Everybody is very excited about the 458 Speciale," Mr. Quattrin said.
Final Take
Joe McCarthy, editorial assistant on Luxury Daily, New York
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