A way to Improve Brand Value - Indirectly
The intersection between Enzo Ferrari and his company.
There is no doubt that Ferrari has a very special place in the heart of car enthusiasts. In 2020, the luxury sports car manufacturer was worth more than General Motors and Ford, with $30 billion market cap.
The success of a brand is generally “exciting and appreciated” part for a lot of people.
You can imagine, it’s pretty common to be clapping at the end of a performance in the London Palladium.
So, let’s give it up for Enzo Ferrari, shall we?
If you are done with your standing ovation, we can take a closer look of the initial times of Enzo’s empire.
Because to get where it’s at today, Ferrari had to start.
He did. It was small. Incredibly small.
With countless setbacks & hardships to be experienced along the way. But he started.
Consequently, Ferrari always grew its value.
With its founder’s pursuit of the best.
Enzo Ferrari was born on February 18, 1898, in Modena, Italy, into a middle-class family. His father and brother both served in the military during the First World War. When they both passed away due to the flu epidemic, Enzo had to cope with life as an adult alone.
After the war, the economy was experiencing its worst days, unemployment was rampant, and the struggle for life was severe. In that period, Enzo began to work in automobile factories.
It was his biggest dream to become a racing driver and manufacture cars that were simply the fastest.
Despite all of his difficulties (spoiler alert - it’s just called life), Ferrari not only managed to fulfill his dreams, but at the same time established one of the most popular automobile brands in the world.
In order to provide for his family without leaving the industry he’s in love with, Enzo started working as a racing driver at Alfa Romeo in 1920.
He was addicted to speed. As a racer, he fascinated everyone with his maneuvers.
In his era of 1920 to 1932, Alfa Romeo became a household name in the racing world.
Before the birth of the Ferrari brand, Enzo was already a proven winner.
After leaving his position at Alfa Romeo, he established a small workshop in his birthplace, Modena. Now would be the time to make the speed machine he always wanted.
Then WW2 happened.
After the bombing of his workshop, Enzo had to pack what remained from his workshop and move to Maranello.
In 1946 he designed the first car bearing his name. Thus, “Ferrari”, one of the largest and most important car brands in the world’s automotive history, was established.
The Ferrari 250 and 250G models were the designs that made the brand rise. When the dates showed the 1950s, Ferrari was at the top of the automobile world. Th race team won 14 races in 1951.
Between 1960 and 1965, 6 consecutive Le Mans victories were scored.
The Ferrari brand, the dream of Enzo Ferrari, was literally living its golden age.
However, the company, which did not operate with a professional understanding, started to experience financial problems and fell into a great financial impasse.
Despite all the financial difficulties the company faced in the late 1980’s, the brand always expand it’s legacy. Ferrari kept making new cars for all types of motorsports.
Including F1.
Having won 15 of its 18 races in 2004, many consider the F2004 as the best Formula 1 car ever.
Aldo Costa, explained the success behind of the F2004 design was to lower the center of gravity and improve weight distribution on the “bodywork, radiators & exhaust” with redesign, to improve air flow to the rear of the car.
Aerodynamics changed the game. It still does.
Regardless of the motor sport, there is always something to improve.
Enzo believed it with all his heart.
My treasured quote from him, really resonates with his mindset of being better.
He was not directly trying to make Ferrari the biggest auto manufacturer in the world.
“I want to build a car that’s faster than all of them.”
He was just trying to do his best, which is building engines that roar in the fastest cars on the road.
Doing your best might be the fastest way to improve what you are making.
What do you think?
Maybe it has been a while since you bought yourself a gift.
Or simply, you admired the design of all the cars you just saw (hey, same here) and excited about the “Behind the Scenes for Design” in Ferrari.
Here is a rabbit hole of a book to dive in :)
Enzo Ferrari’s life story and his brand offers many lessons.
It all depends on how you look at it.
