The Prancing Horse’s eagerly-awaited new Enzo-replacement supercar will be unveiled to the world simultaneously at the Geneva Motor Show and the Ferrari Museum. That event provides the inspiration for a new exhibition illustrating the technical and stylistic development of the Prancing Horse’s unique supercars, past and present
We are all aware that Ferrari refuses to use conventional advertising as part of its communications because the cars it sells are greatly envied and desired in their own right. As a result, tangible signs of its activities are particularly important to Ferrari with the Maranello Museum providing a unique communications channel for the marque in that regard.
However, the title “Museum” fails to do justice on many levels to a space that, although it does celebrate the past, is also very much focused on the present and, to a certain extent, the future.
On March 8th, the Museum officially opens a truly extraordinary new exhibition that will feature the simultaneous unveiling of Ferrari’s new supercar and Enzo replacement in its halls and at the Geneva Motor Show. It will also the tale of Ferrari supercar history which began with the launch of the 250 GTO and continued with the 288 GTO, the F40, the F50 and the Enzo.
The exhibition’s greatest interest and originality lies in the fact that it reveals the new car’s twin souls and explains how it came into existence. On the one hand, there is its technological soul –it is the first ever high performance road-going Ferrari to adopt the KERS system and hybrid technologies – and on the other, the story of the creative developments that resulted in the sleekly seductive forms and superb aerodynamic efficiency of its body.
Visitors will no doubt be fascinated to discover the details of the path the car went down from the idea stage to the end product. They’ll even see the models built and abandoned during the design and development stages too.
Thanks to exhibitions of this calibre, the Museum is upping its game, aiming not only to attract not just enthusiasts and the merely curious but also to communicate the company’s culture. The latter involves revealing the incredible work done by Ferrari’s men and women work to the worldwide success for which the Brand is renowned.
The exhibition runs until the end of September and is a real must-see for anyone with an interest in cars, Ferraris or otherwise. The Museum is open seven days a week between 9.30 and 18.00. Opening hours are extended until 19.00 from May 1st also. Info: museo.ferrari.com.