Ferrari “lowers the bar” to attract new customersDecember 1, 2019
Italians call Roma supercar “less intimidating”
Ferrari hopes that the new entry-level Roma model will help the company attract new customers who were confident that they could not afford Italian supercars.
While Aston Martin, Bentley, Lamborghini and Porsche are expanding the lineup, adding crossovers to it, Ferrari is still the manufacturer of uncompromising and very expensive supercars. Enrico Gallera, Ferrari’s marketing director, told Automotive News Europe that this fact, it turns out, is intimidating many potential brand customers. It was they who addressed the new Roma model, which, according to the Italians, was “less intimidating” and should not confuse those who drove powerful German cars, but dreamed of buying a real sports car.
The largest group among Roma buyers will be owners of premium crossovers and sedans, says Gallera. “Most of them were afraid to buy a Ferrari, but we intend to lower the bar so that they are convinced by personal example that our cars can be driven every day and there’s no need to sacrifice anything for this.” Despite this, Ferrari is still going to release its first crossover in 2022.
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