Ferrari has long been a symbol of prestige, speed, and Italian craftsmanship.
But lately, the luxury carmaker has been facing an unusual challenge—not from competitors, but from its own ultra-wealthy buyers.
Some owners have been taking customization to extreme levels, covering their Ferraris in flashy vinyl wraps, unconventional paint jobs, and even graffiti-style designs.
Now, the company is stepping in to put a stop to it.
Protecting the Ferrari Identity
Ferrari’s CEO, Benedetto Vigna, has made it clear that the brand wants to maintain its heritage and exclusivity.
He recently shared that the company is considering pre-defining color combinations to prevent outlandish customizations that could tarnish Ferrari’s image.
“We have to defend the values and identity of the brand,” Vigna explained.
He compared excessive customization to trying to sell a football jersey with another person’s name on it—something that might not appeal to future buyers.
With Ferrari’s vehicles being highly sought after in the resale market, the company is keen on ensuring that its cars retain their desirability.
Enforcing Control Beyond the Showroom
Ferrari’s crackdown isn’t stopping at factory orders.
The company is also reportedly looking into blacklisting buyers who modify their cars after purchase.
This isn’t the first time Ferrari has taken a hard stance.
In 2014, it famously issued a cease-and-desist order to DJ and music producer Deadmau5, who had customized his Ferrari 458 Italia with a Nyan Cat-themed wrap.
Ferrari has a history of carefully curating its customer base, often reserving special edition models for long-time clients and repeat buyers.
The Legacy of Ferrari
The brand’s exclusivity dates back to its founder, Enzo Ferrari, who established the company in 1947.
However, his journey in the automotive world began much earlier.
As a child, Enzo was inspired by a race outside Bologna, leading him to pursue a career in motorsports.
Before founding Ferrari, he worked as a test driver and later as a racing driver.
During World War II, Enzo shifted gears, manufacturing machine tools and grinding machines.
But once the war ended, he returned to his passion and launched Ferrari, making his mark with the development of the 125 S, which won the Rome Grand Prix in 1947.
Over the years, Ferrari became synonymous with racing success, claiming victories at legendary events like the Mille Miglia and Le Mans.
A History of Triumph and Tragedy
Ferrari’s dominance in motorsports continued, culminating in its first Formula 1 World Championship victory in 1951. However, success came with heartbreak.
The 1961 Italian Grand Prix became one of Ferrari’s darkest moments when German driver Wolfgang von Trips crashed, killing himself and 15 spectators.
Despite this tragedy, Ferrari continued its ascent, becoming the dream car of the world’s elite.
The Future of Ferrari
With a legacy built on speed, innovation, and exclusivity, Ferrari is determined to protect its identity.
While customization has always been part of car culture, the brand is drawing a line to ensure that its vehicles remain timeless icons rather than flashy trends.
Whether these new measures will sit well with Ferrari’s wealthy clientele remains to be seen, but one thing is clear—the prancing horse will always run on its own terms.