Ferrari, the prancing horse now ruled by cows

He’s only been in business for four months, but he’s already changing the face of Ferrari. For better or for worse, the future and investors will tell, but Benedetto Vigna is to Ferrari what his German counterpart Herbert Diess is to Volkswagen: a CEO who came up with ideas that just couldn’t keep up with the brand’s historic DNA. For Diess, the challenge was to transform VAG into an electromobility and utility giant, without giving up the philosophy of “quality” and the technological innovations that built the German giant’s reputation. A particularly complex compromise to find, today we see it with the ID range! For Vigna, the challenge looks similar on paper, but more complex: How to make one of the world’s most profitable brands, Ferrari (all industries combined, with an operating margin of more than 20%), a luxury product for the future? ? The answer is, we’re starting to get it.

New management team

In two years, Ferrari will likely change its face in more than 50 years. By the time Benedetto Vigna got there, he seems to have already researched his former colleagues, and this is now bearing fruit. Ernesto Lasalandra becomes head of research and development at Ferrari, the most important post after CEO, Angelo Pesci heads the purchasing and quality department, which is very important (especially for profitability). And guess what… these two men are fugitives from STMicroelectronics, one of the world’s largest semiconductor manufacturers, and the former company of “coincidentally” Benedetto Vigna.

Now Ferrari is run by geeks. Silvia Gabrielli heads the “digital and data” division after working at SAP and Microsoft, the proof is that the prancing horse is now betting big on new technologies and electrification, if that’s still necessary.

2022 is already shaping up to be a defining year for Ferrari, which will reveal its grand plan for the future at least in June. Then we will know a little more about Vigna’s strategy, Who will have to lead the launch of Purosangue, the brand’s first SUV?. If it will be launched with thermal engines first, then it will give birth to the first electric Ferraris. But some announcements have already been made: Ferrari wants to achieve carbon neutrality by 2030. Can a silent Ferrari still claim its identity? The stock market and shareholders’ reactions to Benedetto Vigna’s plan in the next few months will already be valuable indicators.